台灣連鎖餐飲服務業國際化策略研究 —以雅茗天地集團國際化發展為例

Abstract

台灣服務業規模在2010年已經佔GDP 68%，服務業從業人口近700萬人，是台灣經濟轉型發展非常重要的產業，而國際化發展亦是台灣連鎖餐飲服務業近來面臨的挑戰，如何策略思維角度及佈局，讓業者能趨 吉避險成功跨足國際市場已成重要課題。 本研究希望解決的問題及得到的目的為以下幾點： 1. 瞭節及掌握台灣連鎖餐飲服務業發展現況、國際化情況、及面臨的關 鍵問題。 2. 藉由文獻參考及研習，掌握該領域學者、專家的相關理論論述及研究成果，進一步思考及運用，試圖提出適合台灣服務業發展國際化的策略思維及佈局策略。 3. 藉由深度訪談個案公司創辦人，瞭節及掌握個案公司在發展國際化3. 在發展動機、策略思維、區域選擇、進入模式、國際化佈局策略、品牌發展、及決策管理議題思維，歸納及分析其問題與瓶頸，並試圖與個案公司師法的兩家國際上知名成功的餐飲連鎖企業（麥當勞、星巴克）的國際化策略、 發展模式與經驗進行分析及探索，總結提出個案公司未來面臨國際化成長時的策略建議及可採取的揚長補短的做法。 4. 將個案公司的國際化成長策略與經營管理經驗分享給台灣連鎖餐飲行業業者參考，及提出相關建議給我國政府相關單位、行業公協會單位，以訂定相關產業發展輔導政策，及相關產業競爭力提昇計劃，協助台灣連鎖餐飲服務業發展國際化。

The scale of Taiwan's service industry has accounted for 68% of GDP in 2010, and the service industry employs nearly 7 million people. It is now a very important industry in Taiwan's economic transformation and development. However,the international development is also a recent challenge for Taiwan's franchising F&B (food and beverage) service industry. By using the strategic thinking to outline the global development strategies so that industry players can avoid risks and successfully enter the international market has become an important issue. The main issues that this research hopes to solve and the purpose obtained are as follows: 1. To understand and grasp the development status, internationalization status, and key issues of Taiwan's franchising F&B service industry. 2. Through literature reference and research, master relevant theoretical discussions and research results of scholars and experts in this field, further think and apply, and try to propose strategic thinking and layout strategies suitable for the internationalization of Taiwan's service industry development. 3. Through an in-depth interview with the founder of the case company, summarized and grasped the case company's development motivation, strategic thinking, regional choice, entry mode, international development strategy, brand development, and decision-making issues. 4. Share the case company's international growth strategies and management experiences with Taiwan's franchaising F&B industry players for reference, and provide forward relevant suggestions to Taiwan government-related units and industry associations to formulate relevant industry development guidance policies and related industry competitiveness enhancement plans to help Taiwan's franchaising F&B service industry develop internationally.