慧眼獨具、風靡全球 – 速食餐飲產業之經營與發展策略探討：以麥當勞公司為例

Abstract

麥當勞的歷史最早可追溯至1940年由Dick & Mac McDonald開設的汽車快餐店，直至1954年由Ray Kroc成為其特許加盟商後將現代麥當勞發揚光大，綜觀麥當勞超過80年的發展歷程中，其專注速食本業發展，並同時積極拓展營運規模與國際化，截至2022年，麥當勞營運遍及115個國家，全球餐廳總門市達40,275間，如今已成為全球速食餐飲產業的領導品牌。 本研究透過個案研究法探討麥當勞公司的經營與發展策略。在進入麥當勞個案企業探討前，本研究首先探討全球速食餐飲市場規模與外部環境趨勢，隨後接續分析麥當勞公司主要競爭者，最後再透過五力分析探討速食餐飲產業競爭強度、產業吸引力與其關鍵營運指標。延續速食餐飲產業環境分析，本研究深入探討麥當勞個案企業，首先針對麥當勞營運現況進行剖析，並接續分析麥當勞資源與能力，了解麥當勞如何從資源到核心能力建構，再到策略活動系統的發展，為麥當勞帶來競爭優勢。之後，接續透過BCG矩陣分析麥當勞公司在直營店與加盟店兩主要事業單位所各自扮演的角色。接續，本研究分析麥當勞公司之發展歷程，進一步探討麥當勞於各個時期所採取的成長策略，再到近年其持續專注有機成長的策略與作法，以創造長期競爭力與獲利目標。之後，再接續觀察麥當勞之競爭策略，了解麥當勞之目標市場、競爭優勢與其在執行差異化策略上的優勢與作法。最後，根據對速食餐飲產業與麥當勞個案公司的分析，提出相關管理意涵與對麥當勞公司未來發展之策略建議。 根據本研究通篇分析結果，麥當勞公司得以成為全球速食餐飲龍頭，並持續創造亮眼經營表現，在於其擁有針對龐大加盟體系的管理能力，促進其可以透過更有效率且較高獲利的餐廳營運模式快速規模化與國際化，而麥當勞過去面臨營運績效低落時，亦積極針對內部進行組織重整，並提升加盟餐廳營運比例，改善財務體質，此外，麥當勞重視顧客服務體驗，擅長洞察市場趨勢，並持續創造與競爭者間的差異化優勢，提升顧客價值。對於麥當勞的未來展望上，麥當勞應加強對於永續與健康餐飲的發展，以因應健康餐飲需求，並加速對數位的轉型，擴大各國市場的數位科技導入與應用，為其持續帶來長期的競爭優勢。

The history of McDonald's can be traced back to 1940 when Dick & Mac McDonald opened a drive-in fast-food restaurant. The turning point came in 1954 when Ray Kroc became its franchisee, propelling modern McDonald's to prominence. Over 80 years of development, McDonald's has focused on the expansion of its fast-food business, actively expanding its operational scale, and internationalizing. As of 2022, McDonald's operates in 115 countries, with a total of 40,275 restaurants worldwide, making it a leading brand in the global fast-food industry. This thesis explores the management and development strategies of McDonald's Corporation through a case study analysis. Before entering into the discussion of McDonald's, this thesis first explores the global fast food market size and external environment trends, then proceeds to analyze main competitors of McDonald’s, and finally explores the competition intensity, industry attractiveness, and the key operating indicators of the fast food industry through five forces analysis. Continuing the analysis of the fast-food industry, this thesis delves into the case of McDonald's. Firstly, an analysis of the current operational status of McDonald's is conducted, followed by an examination of its resources and capabilities to understand how McDonald's constructs its core competencies from resources, leading to the development of its strategic activity system, ultimately bringing about a competitive advantage. Subsequently, an analysis is conducted using the BCG matrix to examine the roles undertaken by McDonald's in its two primary business units: company-operated restaurants and franchised restaurants. Continuing, this thesis examines the developmental trajectory of McDonald's, delving further into the growth strategies adopted by McDonald's in various periods. It then explores the recent focus on sustained organic growth strategies and practices aimed at establishing long-term competitiveness and achieving profit goals. Following this, a detailed examination of McDonald's competitive strategy is undertaken to comprehend its target market, competitive advantages, and the methods utilized in implementing differentiation strategies. Finally, this thesis presents pertinent managerial implications and strategic recommendations for the future development of McDonald's, drawing upon the analysis of the fast-food industry and the specific case of McDonald's. Based on the comprehensive analysis throughout this thesis, McDonald's has emerged as a global leader in the fast food industry, consistently achieving remarkable business performance. The key to its success lies in its management capabilities tailored for its extensive franchise system. The management capabilities for its franchise system facilitate the rapid scalability and internationalization of McDonald's through a more efficient and profitable restaurant operating model. When faced with past operational challenges, McDonald's proactively underwent internal organizational restructuring, increased the proportion of franchise restaurants, and enhanced financial resilience. Furthermore, McDonald's prioritizes customer service experience, demonstrates keen insight into market trends, and consistently cultivates differentiating advantages over competitors to enhance customer value. Looking ahead to McDonald's future prospects, the company should strengthen its focus on sustainable and healthy dining options to meet evolving consumer demands. Additionally, accelerating the digital transformation and expanding the application of digital technologies across global markets will be crucial for sustaining long-term competitive advantages.