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題名:餐飲業投資海外市場因素分析之研究- 以上海為例
作者:葉玟瑾
作者(外文):YEH, WEN-CHIN
校院名稱:國立高雄科技大學
系所名稱:管理學院博士班
指導教授:傅新彬
學位類別:博士
出版日期:2019
主題關鍵詞:餐飲業進入海外市場折衷理論模糊分析層級程序法折衷排序法Catering IndustryEntering Foreign MarketsEclectic TheoryFAHPVIKOR
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台灣餐飲業者赴往中國大陸投資熱潮不斷,許多餐飲企業家的成功經驗,讓台灣餐飲相關業者個個躍躍欲試。中國大陸,除了具有同文同種,不僅具有語言相通的優勢之外,中國大陸還擁有廣大的內需市場,這才是未來企業能夠持續成長的動能。因此餐飲業者必須,若要進軍海外市場,必須了解影響成功的重要因素到底有那些?餐飲業若是能夠掌握進入海外市場的重要影響因素,則能夠分配自身的有限資源至最佳配置,並以增加海外拓點的成功機率。
本研究以折衷理論作為全程論文的架構基礎,用以探討台灣餐飲業拓展海外市場投資因素分析研究-並以中國大陸上海為例。透過文獻探討建構3X3層級因素表,獲得目標層具有三大層面:所有權優勢、所在地市場優勢及企業內部化優勢層面;這三個層面再往下發展為,標的層九個面向及準則層27個因素。接著將設計專家問卷發送至上海台商餐飲業高階主管,等問卷全部回收後,再以模糊分析層級程序法(FAHP)算出所有面向影響因素的權重,並加以排序,以折衷排序法(VIKOR)中可接受優勢概念找出6個成功關鍵因素,分別是①企業資本、②專利技術、③交易成本控制力、④承擔風險、⑤產品差異化能力及⑥產業經驗等六項重要因子,並加以分析研究,再提出相關建議,最終將從學術角度與實務角度,再加已深入探討意涵。期待本研究結果,可以提供台灣餐飲業者,欲進入者或已進入海外市場者,重要的參考依據。
Taiwanese catering industry has a long-term investment boom in China. Many successful companies have made Taiwanese catering industry eager to try. In addition to the advantages of the same language in China, China also has a vast domestic demand market. It is the kinetic energy that companies can continue to grow in the future. Therefore, caterer operators must understand what important factors affect their entering foreign markets.If the catering industry is able to grasp the importance of the factors that influence the entering foreign markets., it can be allocated to the best resources to increase the chances of success. This study uses eclectic theory as the basis of research theory to explore the analysis of factors in the foreign market of catering industry investment. In the case of Shanghai, through the literature to explore the construction of 3X3 level factor table, the target layer is three levels: ownership advantage, location market advantage and enterprise Internalization advantages, there are 27 factors in the target layer and the criteria layer at the three levels. Then the design expert questionnaire is sent to the senior director of the Taiwanese catering industry in Shanghai. After the questionnaire is collected, all the aspects are calculated by the Fuzzy Analytical Hierarchy Process method (FAHP). The weights of the influencing factors are sorted, and six key success factors are identified by the concept of acceptable advantages in the VIKOR: Corporate Capital, Patent Utility, Transaction Cost control, Risk Taking, Product Differentiation Capabilities and Industrial Experience. After six items are analyzed and proposed, the conclusions will be discussed in depth from the academic and practical perspectives. The results of this study provide an important reference for decision makers to entering foreign markets.
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