台灣麥當勞營業單位創新策略之研究：以新竹與苗栗地區為例

The Study of McDonald's Outlet Innovation Strategy: The Cases of Hsinchu and Miaoli Outlet

黃振誼(Chen-I Huang)；孫秋蘭(Chiu-Lan Sun)

創新模式 ； 台灣麥當勞 ； 速食連鎖業 ； 紮根理論 ； 焦點訪談法 ； Innovation Strategy ； McDonald's Taiwan ； Fast Food Industry ； Ground Theory ； Focus Interviewing

育達科大學報

34期（2013 / 04 / 01）

1 - 28

繁體中文

在1984年台灣麥當勞進入台灣拓展市場之際，速食業也漸漸的在台灣蓬勃發展。目前，台灣麥當勞在西式速食連鎖業市場的佔有率將近七成，由此可知，因其掌握到社會趨勢與消費需求，因此，才可以一直維持連鎖速食業之龍頭地位，並在消費者發覺自己需要前，就創造出消費的需求。然而，在社會觀念對速食觀念的改變下與同業態及不同業態競爭之壓力下，台灣麥當勞唯有靠創新來保持企業競爭優勢，創新不僅有助於企業面對瞬息萬變的環境，且為回應業態間之競爭，本研究以台灣麥當勞為研究對象，探討其在創新策略之作為，因此，主要目的有二，一為探討其創新之背景與動機，二為探討其創新模式之實務做法；本研究為一探索性的個案研究，選擇在台灣西式速食連鎖業上對於經營模式創新相當具有代表性的台灣麥當勞為典型個案，透過與台灣麥當勞餐廳經理的深度訪談以及相關次級資料的蒐集並以紮根理論方法經由系統化的資料蒐集與分析，將龐大複雜的原始資料加以整理分析及概念化整理出創新之構面。本研究發現，麥當勞是非常關注於顧客的需求，除了總體面會影響麥當勞之創新外，硬體設備創新、產品創新與經營創新皆對其創新有所刺激，透過硬體設備、產品創新與經營創新之整合，並以標準作業流程來達到各店作業之一致性，最後以此模式來創造顧客利益。

With the quick development of fast food industry since McDonald's Taiwan appeared in 1984. Today, McDonald's Taiwan has occupied nearly 70 percent market share. Due to understand the social tendency and consumption needs, McDonald's therefore maintains its leading position in Taiwan fast food industry. The reason behind is McDonald's Taiwan always thinks before customers' encounter and tries to solve the problem. However, under the pressures from the social doubts for fast food and the competitions from the same and different business formats, McDonald's needs to react to the external challenges by continuous innovation to keep the competitive advantages. Therefore, this research takes McDonald's Taiwan as an example exploring its innovation strategy. The first aim is to explore the background and motivation of innovation and the second is to uncover its practical innovation in the store. This research is a kind of exploratory case study choosing McDonald's as the typical case to uncover the innovation strategy. As a result, grounded theory is adopted and restaurant managers were interviewed. Data were analysis and divided into different dimensions to find out the secrets of McDonald's innovation. The findings suggest that McDonald's cares very much about customers' needs and wants. The sources of innovations are derived from the macro environment, hardware equipment, product innovation and managerial innovation. By the integration of the above stimuli, and supported by standard operation process, McDonald's therefore copy its know-how to every store outlet to keep its standardization and create customers' value.

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