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標題: | 王品公司在中國大陸市場發展策略之個案研究 A Case Study on the Strategy Development of Wowprime Company in the Chinese Mainland Market |
作者: | Yuan-Cheng Mao 毛遠錚 |
指導教授: | 李吉仁 |
關鍵字: | 多品牌策略,中國餐飲業,連鎖餐飲,資源能力, Multi-brand Strategy,Chinese Catering Industry,Chain Catering Company,Resource and Capability., |
出版年 : | 2020 |
學位: | 碩士 |
摘要: | 隨著中國大陸經濟實力的不斷增強,餐飲產業正處於快速發展的階段,已經成長為刺激消費和拉動經濟的中堅力量。然而,較低的進入障礙導致產業內越來越多的競爭者,同時,顧客的需求也呈現出多樣化的改變,既迅速又難以掌控。在此易變性、複雜性和不確定性俱高的市場環境下,如何實現可持續發展,便成為逐鹿大陸市場的餐飲企業,必須深刻理解的議題。
有鑑於此,本研究以成立於1993年、在兩岸連鎖餐飲市場中開設有400多家直營門店、具有相當知名度的臺灣王品餐飲公司為個案,針對王品在中國大陸市場所遭遇的挑戰與應對發展策略,進行深入的個案分析,期能總結重要經驗,以供其他企業經營之參考。具體而言,本論文探討大陸餐飲產業的結構特色及發展趨勢,王品進入大陸市場的佈局策略,以及王品在中國大陸市場的後續發展策略該如何規劃實踐等三個問題展開具體研究。 研究發現,大陸餐飲產業具有整體收入高、規模大、品牌多元等結構特色,以及發展潛力巨大、數位化程度不斷提升等發展趨勢。王品公司面臨政策環境良好、科技發展迅速和消費水準不斷提高的機會,同時也面臨競爭激烈、高端消費受到抑制的威脅。通過對大陸餐飲產業進行波特五力模型分析,找出企業的成功關鍵因素為品牌力及供應鏈能力,而這兩個因素與產品、選址、宣傳、管理和服務五個細分方面密切相關。結合王品公司在這五方面的表現,我們認為王品公司在制定中國大陸市場的發展策略時,需要兼顧專業化策略和多元化策略,同時要以內涵發展為主、外延發展為輔。在此基礎上,王品公司應從六個方面實施戰略,如完善並創新組織結構,提升公司環境適應力;加強品牌管理,提高品牌價值;強化供應鏈管理,確保食品安全;搭建資訊管理系統,提升公司運營效率等。 本論文研究結果不僅為王品公司在中國大陸市場的發展策略提供了實踐指導,也對同類型餐飲企業發展策略的制定形成了借鑒意義,同時,可彌補連鎖餐廳多品牌策略的相關研究,具有一定的實踐和理論價值。 With the continuous enhancement of the economic development of mainland China, the catering industry is in the stage of rapid development and has grown into the backbone of stimulating consumption and driving the economy. However, low entry barriers have attracted increasing numbers of competitors into the industry. In the meantime, consumer demand also shows a great deal of diversity; the change of their preferences is both rapid and hard to fulfill. In order to achieve sustainable development under such kind of variability, complexity and uncertainty, catering companies have to dynamically maneuver with constant changes and evolving competitive advantages. The purpose of this thesis is to explore business development and strategies under hypercompetitive environment by conducting an in-depth case study based on the longitudinal development of Wowprime company, which has more than 400 directly operated restaurants and has been the largest chain restaurant in the Greater China Area. Through a thorough inductive case analysis, we could provide critical managerial lessons for corporate development within a dynamic context of catering industry in the mainland China market. Specifically, we focus on the following three major issues to start our research exploration: What are the structure features and trend of catering industry in the mainland China? What is the early entry strategy of Wowprime into the mainland market? How did Wowprime react to the changing competitive environment in the mainland market? The study found that the mainland catering industry is a large-size market with diversified brands, great business potential, and increasing level of digitalization, among others. What Wowprime faced include opportunities due to favorable policy, rapid development of science and technology, and continuous upgrade of consumption level, as well as the threat of fierce competition and restrained high-end consumption. Based on the industry analysis, we found that the key success factors are brand power and supply chain capability, which are closely related to product, site selection, publicity, management and service. Given these research insights, we pinpoint that Wowprime China should consider between specialization and diversification strategies when formulating its growth strategy, and at the same time give priority to the internal development while take the external acquisition as the secondary. Along this line of strategic thinking, Wowprime China should implement its strategy from six aspects, such as improving and innovating the organizational structure and enhancing the environmental adaptability, strengthening brand management, improving brand value, strengthen supply chain management to ensure food safety, and set up the information management system to improve the operating efficiency of the company, among others. Overall, our research not only provides practical guidance for the development strategy of Wowprime in the Chinese mainland market, but also offer insights for companies facing similar situations. In addition, our research furnishes relevant evidence to our understanding concerning implementing multi-brand strategy of chain restaurants in general, in China specifically. Implications for business endeavors and suggestions for future research are also discussed. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/15192 |
DOI: | 10.6342/NTU202000892 |
全文授權: | 未授權 |
顯示於系所單位: | 臺大-復旦EMBA境外專班 |
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