連鎖餐飲加盟品牌之經營策略研究以A公司為例

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Title:	連鎖餐飲加盟品牌之經營策略研究以A公司為例
Other Titles:	A Study on the Business Strategy of Franchised Brands of Chain Restaurants: Take Company A as an Example
Authors:	吳祉瑩 WU, JR-YING
Contributors:	王癸元 WANG, KUEI-YUAN 經營管理學系碩士在職專班
Keywords:	個案研究;經營策略;連鎖加盟;餐飲 Business Strategy;Franchise Chain;Restaurant;Case Study
Date:	2023
Issue Date:	2023-11-22 02:05:06 (UTC+0)
Abstract:	休閒茶飲市場一直是創業者不可或缺的第一首選，在台灣的連鎖加盟產業中經常可以看到眾多品牌推陳出新不斷崛起，從商業發展歷史沿革，加盟連鎖產業在成功複製美國、日本的經營模式後，演化至今成具經濟規模的連鎖產業，也成為現今台灣一部份主要的商業經營型態。連鎖經營模式改變了傳統的經營型態，許多自行創業者成功發展出連鎖品牌，造就許多台灣品牌因此發光發熱行銷全球並將連鎖版圖擴展到世界各國。連鎖餐飲業加盟經營策略上所重視之關鍵因素大致分為餐飲連鎖系統總部經營能力、教育訓練、品牌在地化獨特性、加盟主之經營能力等構面，藉由個案研究分析，可以發現在一片飲料藍海的市場中要如何站穩腳步並打出一片天，終究還是回歸到品牌總部對於品牌多項經營指標下的細心與用心方能創造品牌永續經營關鍵。 The leisure tea and beverage market has always been an indispensable first choice for entrepreneurs. In the chain franchise industry in Taiwan, many brands can often be seen to be constantly emerging. The chain business model has changed the traditional business model, and many self-employed entrepreneurs have successfully developed chain brands, resulting in many Taiwan brands becoming popular worldwide and expanding the chain territory to other countries.The key factors that are emphasized in the chain restaurant industry franchise management strategy are broadly divided into the restaurant chain system headquarters management capabilities, education and training, localized brand uniqueness, franchise owners' management capabilities and other components.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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