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    Title: 餐飲服務業國際化過程_以台灣業者為例
    Internationalization Process _ A case study on Service industry in Taiwan
    Authors: 葉玟琪
    Contributors: 譚丹琪
    葉玟琪
    Keywords: 服務業
    國際化
    餐飲業
    Date: 2012
    Issue Date: 2013-09-02 15:17:58 (UTC+8)
    Abstract:   近年來,台灣的服務產業發展相當快速,2011年台灣服務業的總產值佔GDP總額的63%,相關有59%的就業人口,且因大眾消費習慣改變與觀光盛行等因素導致台灣餐飲業快速興起。而由於台灣國內市場較小,餐飲業者進入障礙低,愈來愈多的餐飲企業逐漸到海外拓展事業,截至2011年已有75家餐飲業到海外拓點,總店面數約為900家。餐飲服務業國際化議題日趨重要,而卻少有文獻探討國內餐飲服務業者國際化過程,故本研究欲探討餐飲服務業者在海外市場的選擇與進入模式的策略的考量因素,管理分店與行銷策略還有國際拓展上所面臨的問題與解決方式。
      
      本研究首先對於國際化與服務業相關理論做整理。採用深度訪談的方式,訪問丹堤咖啡與知名連鎖手搖飲料業者。透過個案分析建立五大命題,發現在與具管理經驗的海外人員合作和總部人員升遷制度配合的情況下,餐飲業者再以高控制的進入模式,更能維繫品牌價值。業者在選擇第一個海外市場時,除了可以藉由選擇發展較成熟穩定與國內市場相近的市場先站穩腳步之外,也還要考慮本身產品的特性與進入該市場的時點。並且透過標準化的管理流程與擴店模式,對於餐飲業者在海外會較具有競爭優勢。而餐飲產品具有特殊台灣文化代表時,到海外市場應將產品口味保有最初原味。且發現業者在海外拓展時,普遍最容易遇到的困難為沒有國際行的優秀人才,而餐飲服務業者在面對這樣的困境時,可以試著透過本身的員工人才培養與晉升制度,讓其在海外拓展時可以有更多同時具有公司營運經驗和國際經驗的人才到海外支援,維持海外分店的品質,進而提高其海外競爭能力。
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    網路資料
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    4. 行政院主計處,”歷年國內各業生產與平減指數”。參考日期:2012/11/26
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    5. 李雨詩、吳文傑(2012),”CoCo 都可茶飲—合縱連橫進入中國市場”, 光華管理個案收錄庫,pp.1-3。參考日期:2013/3/30
    http://www.kmcc.org.tw/admin/case/upload/preread_pdf/1-12011-11-trial.pdf
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    7. 周嫦娥、李繼宇、蔡雅萍與陳詩婷(101年8月),”99年臺灣地區觀光衛星帳”,臺灣農業與資源經濟學會,交通部觀光局。參考日期:2012/11/10
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    http://ccindustry.pixnet.net/blog/post/5443996-%E5%9A%B4%E9%95%B7%E5%A3%BD%EF%BC%9A%E9%A4%90%E9%A3%B2%E6%A5%AD%E9%80%B2%E8%BB%8D%E5%9C%8B%E9%9A%9B-%E5%9C%A8%E5%9C%B0%E5%91%B3%E5%8F%96%E5%8B%9D-

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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    100351026
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100351026
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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