美國速食業領導品牌在台灣經營發展之探討

A Study on American Leading Brand of Fast Food Industry Development in Taiwan

10.6656/MR.2000.19.2.CHI.57

詹定宇(Ding-Yu Chan)；李玉文(Yu-Wen Lee)

連鎖經營 ； 跨國發展 ； 速食業 ； 縱貫法 ； chain-store management ； cross-national development ； fast food industry ； longitudinal approach

管理評論

19卷2期（2000 / 05 / 01）

57 - 88

繁體中文

跨國服務業進入國際市場後，常隨著對地主國市場的熟悉、母國國際化策略及合夥關係的不穩定，調整其進入模式與經營策略，但國際企業在這方面的研究卻較少著墨。本文採縱貫研究法，依速食業領導品牌麥當勞、肯德基與必勝客在台灣十多年的發展歷程（滲透、調整與擴張三個階段），藉由資料蒐集及深度訪談，探討美國速食業在台灣之經營發展，進而導入命題作為企業國際化及連鎖經營之參考。

Transnational services have become important in recent year. In the published research, however, there has been little mention of longitudinal data tracking the sequences of foreign investment. As the factors affecting foreign firms' decisions on how they enter the market change, the original entry strategy will be modified. Those factors include host country's environment, home company's international strategy and the cooperation with host country firm. In this paper, we study American leading brand of fast foods (McDonald's, KFC and Pizza Hut) on how they develop their business in Taiwan over the past decades. This study, covering a fifteen-year period (1983-1998) of data collection and depth interviews, examines changes of American fast foods in Taiwan over phases of penetration, modification and expansion. This article offers insight into what strategies of cross-national management American fast foods have being using. To those Taiwan's entrepreneurs attempting to go abroad or establish chain-store business, this article also gives good advises.

1. (1996)。95連鎖店年鑑。台北:中華民國連鎖店協會。
2. (1991)。日本速食業經營新趨勢。日本文摘 Japan Digest，4
3. Adler, N. J.,Ghadar, F.(1989).Management Culture and the Accelerated Product Life Cycle.Human Resource Planning,12(1)
4. Agarwal, S.,Ramaswami, S. N.(1992).Choice of Foreign Market Entry Mode: Impact of Ownership, Location and Internalization Factors.Journal of International Business Studies,23(1)
5. Anderson, C. R.,Zeithaml, C. P.(1984).Stage of the Product Life Cycle, Business Strategy, and Business Performance.Academy of Management Journal,27
6. Anderson, E.,Gatignon, H.(1986).Modes of Foreign Entry: A Transaction Cost Analysis and Propositions.Journal of International Business Studies,17(3)
7. Babbie, E. R.(1989).The Practice of Social Research.Belmont, CA:Wadsworth.
8. Baltes, P. B.,Nesselroade, J. R.(1979).Longitudinal Research in the Study of Behavior and Development.New York:Academic Press.
9. Beamish, P. W.(1985).The Characteristics of Joint Ventures in Developed and Developing Countries.The Columbia Journal of World Business,Fall
10. Boddewyn, J. J.,Halbrich, M. B.,Perry, A. C.(1986).Service Multinationals: Conceptualization, Measurement and Theory.Journal of International Business Studies,17(3)
11. Caves, R. E.(1998).Research on International Business: Problems and Prospects.Journal of International Business Studies,29(1)
12. Chan, P. S.,Justis, R. T.(1990).Franchise Management in East Asia.Academy of Management Executive,4(2)
13. Coeyman, M.(1996).Over There.Restaurant Business,September
14. Dahringer, L. D.,Muhlbacher, H.(1991).International Marketing, A Global Prospective.Addison-Wesley Educational Publishers Inc..
15. Erramilli, M. K.(1990).Entry Mode Choice in Service Industries.International Marketing Review,7(5)
16. Fitzsimmons, J. A.,Fitzsimmons, M. J.(1994).Service Management For Competitive Advantage.McGraw Hill.
17. Gatignon, H.,Anderson, E.(1988).The Multinational Corporation's Degree of Control Over Foreign Subsidiaries: An Empirical Test of A Transaction Cost Explanation.Journal of Law: Economics and Organization,4(2)
18. Gomes-Casseres, B.(1987).Joint Venture Instability: Is It a Problem?.Columbia Journal of World Business,22(2)
19. Heskett, J. L.(1986).Managing in the Service Economy.Boston:Harvard Business School Press.
20. Heskett, J. L.(1998)。服務業的經營策略。台北:遠流出版公司。
21. Hill, C. W. L.,Hwang, P.,Kim, W. C.(1990).An Eclectic Theory of the Choice of International Entry Mode.Strategic Management Journal,11(2)
22. Houten, B. V.(1997).Harvest Time.Restaurant Business,August
23. Johanson, J.,Vahlne, J. E.(1977).The Internationalization Process of the Firm: A model of Knowledge Development and Increasing Foreign Market Commitments.Journal of International Business Studies,8(1)
24. Justis, R. T.,Judd, R.(1990).Franchising.Cincinnati, Ohio:South-Western Publishing Company.
25. Kimble, D.(1996).Barriers and Opportunities in Singapore.Cornell Hotel and Restaurant Administration Quarterly,June
26. Kogut, B.(1988).Joint Ventures: Theoretical and Empirical Perspectives.Strategic Management Journal,9
27. Love, J. F.(1997)。麥當勞。台北:天下文化。
28. Lowe, K. D.(1997).Going Global.Restaurants and Institutions,November
29. Menard, S.(1991).Longitudinal Research.Newbury Park:Sage Publications, Inc..
30. Miller, C.(1997).McDonald's Shifts Strategy as Competitions Get Stronger.Marketing News,31(9)
31. Newbould, G. D.,Buckley, P. J.,Thurwell, J. C.(1978).Going International - The Experience of Companies Overseas.N. Y.:Associated Business Press.
32. Robin, P.(1978).The Theory of the Firm and the Structure of the Franchise Contract.Journal of Law and Economics,21(1)
33. Root, F. R.(1982).Entry Strategies for International Markets.Lexington Books Publish.
34. Scanlan, J.(1996).Occident Meets Orient.Restaurant ＆ Institutions,July
35. Shane, S.,Spell, C.(1998).Factors for New Franchise Success.Sloan Management Review,Fall
36. Vandermerwe, S.,Chadwick, M.(1989).The Internationalization of Services.Service Industries Journal,9(1)
37. 于卓民 Yu, Joseph Chwo-Ming、莊文華 Chuang, Wen-Hua(1996)。第二屆服務業管理研討會論文集。
38. 李保宗(1994)。麥當勞'95行銷計畫。廣告雜誌 Advertising Age
39. 林明海(1986)。速食連鎖店行銷策略之研究。中原大學企業管理研究所。
40. 夏心華(1995)。西式速食強者強弱者弱，呈現緩慢成長。突破雜誌 Marketing，119
41. 張家拓(1991)。連鎖式零售業行銷策略之建立－西式速食店實證研究。國立中興大學企業管理研究所。
42. 陳玉君(1987)。國際速食業在台競爭態勢之檢視及其市場區隔分析－AID之應用研究。國立政治大學國際貿易研究所。
43. 彭杏珠(1994)。孫大偉與麥當勞台灣分、大陸合。商業周刊 Business Weekly，357
44. 黃恆獎 Huang, Heng-Chiang、王仕茹(1997)。中外合資事業不穩定性之研究－事件歷史分析法的應用 The Instability of International Joint Ventures: An Event History Analysis。中山管理評論 Sun Yat-Sen Management Review，5(1)
45. 詹定宇 Chan, Ding-Yu、李玉文 Lee, Yu-Wen(1998)。美國速食業在台灣發展型態之探討。臺灣經濟（臺灣省政府） Taiwan Economy Monthly，257

1. Huang, Ching-Hsu(2003).The Relationship of Parents' Attitudes Toward Children's Play on Family Consumption Patterns in Fast Food Restaurants.觀光研究學報,9(2),41-50.
2. Smith, Ken,Huang, Ching-Hsu(2010).Consumer Socialization in the Western Quick Service Restaurants.Asia Pacific Management Review,15(3),435-451.
3. 許朝信(2002)。知識經濟對教師教學知能之啓示。課程與教學，5(1)，85-102。
4. 梁榮達(2017)。台灣有機食品消費市場趨勢之縱斷面研究。餐旅暨觀光，14(4)，205-222。
5. 樓邦儒、焦元輝、李銘輝(2004)。國際連鎖速食餐廳區位選擇之研究—以台北市麥當勞速食店為例。華岡地理學報，17，179-197。
6. 蘇靖淑(2007)。中式速食連鎖餐廳消費者外食價值與消費知覺關係之研究。休閒暨觀光產業研究，2(1)，133-146。
7. 唐怡萍、李威龍(2015)。以企業網絡觀點探討台灣中小企業赴大陸投資國際化歷程。多國籍企業管理評論，9(2)，149-176。
8. (2001)。OECD高等教育知識管理與成效分析。教育政策論壇，4(2)，25-58。
9. (2001)。知識管理之內涵及其在教育行政上之應用。教育政策論壇，4(2)，59-84。
10. (2001)。知識經濟時代下知識管理與知識創造理論初探。公共行政學報，5，145-180。
11. (2002)。校園知識管理之探討：兼論知識管理在九年一貫課程的應用。教育研究資訊，10(3)，49-70。