台灣與大陸連鎖加盟業成長策略之研究

Abstract

中 文 摘 要 本研究探討有關於連鎖加盟業、國際化、成長策略等相關文獻，發現很少有研究台灣與大陸兩岸公司的成長策略之比較，因此本研究以連鎖加盟業為個案研究對象，探討台灣與大陸兩岸公司的成長策略之比較。先回顧連鎖加盟業、國際化、成長策略等相關文獻，了解企業成長之動機，並用SWOT模型來分析影響企業成長策略之變數，探討企業如何選擇成長策略之類型來讓企業持續成長，並建立出本研究之觀念性架構，並針對各變項之定義及其關連性加以說明，最後採個案研究法分析比較。本研究訪談對象為「美商吉的堡教育集團」、「客喜康企業股份有限公司」、「休閒小站國際加盟連鎖事業集團」，依據本研究之架構進行個案研究，得到下列結論： 連鎖加盟業在兩岸制定其個別成長策略的決策時，大多受其動機因素考慮影響，評估公司內部競爭優勢和劣勢及外部機會和威脅後，再決定其有利企業成長適合多角化發展的類型。在兩岸連鎖加盟業其成長動機都因為產業組織觀點中市場具吸引力，所以讓他們會針對其公司內部品牌價值、特殊Know-how和產品研發能力等優勢和外部市場機會去因應市場消費者的需求，內部員工流動率高和高階經營管理的缺乏及外部競爭者愈來愈多，且政府法令規定不明朗狀況下，連鎖加盟業者大多選擇合法的管道去經營和加強研發產品及多角化經營來提高該產業的進入障礙，或採複合式多角化來分散經營風險。

This research explored the related literature of industry of chain store & franchise, internationalization, growth strategy and found out that there were rare studies with respect to the comparison of growth strategies of the companies of Taiwan and Mainland China. Therefore, this research treated the industry of chain store & franchise as the target of research and proceeded with the comparison between the growth strategies of the companies of Taiwan and Mainland China. In order to access to the motives of enterprise growth, the researcher initially reviewed the related literature of industry of chain store & franchise, internationalization and growth strategy and analyzed the variables which affected the strategies of enterprise growth via SWOT model. The researcher also studied how the enterprises selected the models of growth strategy which allowed the persistent development of the companies and established the conceptual structure of this research. In addition, the research further elaborated the definitions of different variables and their connection and finally employed the case study method to proceed with further analysis. The targets interviewed by the researcher were “Kids Castle Educational Corporation”, “KOHIKAN Co. Ltd.” and “Easy Way Co. Ltd”. Upon the research structure, the researcher proceeded with the case study and obtained the following conclusion: When the industries of chain store & franchise established the individual strategies of growth in Taiwan and Mainland China, they were mostly affected by the motives. After evaluating the internal competitive advantage & disadvantage as well as external opportunities and threats, the companies would thus decide the models which were beneficial for the diverse development of the enterprises. The growth motives of the industries of chain store & franchise in Taiwan and Mainland China were upon the attractive market upon the view of industrial organization; thus, the companies would respond to the demands of the consumers in the market with respect to the advantages of value of internal brands, specific Know-how and capacity of product research and the opportunities of external market. Since there was high flow rate of internal employees, lack of senior management, more external competitors, and unclear governmental regulation, the companies of chain store & franchise mostly chose the legal channels to operate and enhance the product research and diverse management, in order to rise the difficulty for entering the industry or employed compound and diverse operation to disperse the managerial risks.