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題名:探索消費者飲食型態因素對臺灣麥當勞之衝擊
書刊名:多國籍企業管理評論
作者:林圳德陸春霖
作者(外文):Lin, Chun-teLu, Chun-ling
出版日期:2008
卷期:2:1
頁次:頁137-153
主題關鍵詞:飲食型態麥當勞經營策略行銷策略Dietary patternMcdonald's business strategyMarketing strategy
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:8
  • 點閱點閱:44
本研究引用文獻,探討跨國企業麥當勞,自1984年進入台灣市場二十餘年後,由於國民所得相較於早期進入時,已經提高許多,而西式速食業的領導者-麥當勞,當年即針對兒童市場為主目標來擴展版圖,企圖穩定並且長期培養速食人口,而當年的兒童,現在都已成為目前社會新生代主角。麥當勞多年來的營運,均以標榜O.S.C.V.(品質、服務、清潔、價值)作為營運目標與企業鮮明的口號,截至目前依然未曾更改。楊岑雯(2005)「麥當勞開出低價產品衝高業績」,以低價格為行銷競爭策略,這應是非常有效的市場開發策略;但是自由時報,楊雅民(2008)台灣麥當勞於2001年底無預警結束15家分店,這呈現麥當勞以往的並未針對問題訂定策略,致使經營不成功。也說明經營實務上的問題,究竟還應該考慮什麼因素,才能讓麥當勞針對問題,訂定良好之策略?但是,回顧學術文獻並未有相關研究來說明這樣的現象,所以這應是一個值得研究的問題。環顧台灣地區影響麥當勞營運之因素,除國民所得、目標市場及各項經濟因素外,應尚有涉及消費者飲食型態之因素。消費者對飲食認知因健康養身之盛行,連帶對飲食型態有所改變,但未見相關文獻就此方面進行探討。故本研究目的擬以探索性研究方法,研究消費者飲食型態對台灣麥當勞之衝擊,並推出研究命題以提供業界訂定競爭策略之參考。
This study excerpts from related studies to explore Taiwan Mcdonald's business. After entry into Taiwan fast food market over 20 years, 2007 Taiwan GNP is much higher than 1984. At the beginning, Taiwan Mcdonalds represent western fast food and focus its market on children as a way for expanding. It is obvious that Taiwan Mcdonalds attempt to stable and cultivate fast food market base. Those children at that time play the major role in Taiwan society now. Until now, it has no any change that Taiwan Mcdonalds flaunt its O.S.C.V. (Quality, Service, Cleanness, Value) as operation goal and slogan. Furthermore, Yan (2005) Taiwan Mcdonalds offered low price products for sales up return. It is a low-pricing marketing strategy. But Yan (2008) at the end of 2001, without early warning, Taiwan Mcdonalds terminate 15 stores. The failure of Taiwan Mcdonalds business indicated that its strategy did not match customer need and become a problem to itself. It is a practical issue of Taiwan Mcdonalds how to make its business strategy right. Yet, there is none study with related issue and make such issue worth for research. Except GNP, target market and economic factors, consumer dietary pattern is also a very important one which impacts Taiwan Mcdonald's business. Consumer dietary pattern is switch to concern body health and become more popular in Taiwan. But there is none study focus on such issues related with fast food. Thus, this study intend to explore consumer dietary pattern change impacts on Taiwan Mcdonald's business and offer some propositions for Taiwan Mcdonalds adjust its business strategy.
期刊論文
1.胡光夏(20020100)。西方速食連鎖店在臺發展歷程與影響之研究:以麥當勞在臺發展為例。傳播與管理研究,1(2),239-253。new window  延伸查詢new window
2.林貞岑(2004)。連吃30天的「麥胖報告」。康健雜誌,70。  延伸查詢new window
3.金惠民(2005)。「麥胖報告」誰關心。大家健康雜誌。  延伸查詢new window
4.許淑晴(2000)。吃過六千個漢堡的麥當勞「教宗」。商業週刊,657,102-110。  延伸查詢new window
5.楊岑雯(2005)。關於麥當勞與肯德基20點。數位時代雙周刊,54。  延伸查詢new window
6.Beaudry, M.、Galibois I.、Chaumette, P.(1998)。Dietary patterns of adults in quebec and their nutritional adequacy。Canadian Journal of Public Health, Revue Canadienne de Sante Publique,89(5),347-351。  new window
7.Butler, L. M.、Koh, W. P.、Lee, H. P.、Tseng, M.、Yu, M. C.、London, S. J.(2006)。Prospective study of dietary patterns and persistent cough with phlegm among Chinese Singaporeans。American Journal of Respiratory and Critical Care Medicine,173,264-270。  new window
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10.Hu, F. B.、Rimm, E.、Smith-Warner, S. A.、Feskanic, D.、Stampfer, M. J.、Ascherio, A.、Sampson, L.(1999)。Reproducibility and validity of dietary patterns assessed with a food-frequency questionnaire。American Journal of Clinical Nutrition,69(2),243-249。  new window
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學位論文
1.林姿伶(2001)。台灣地區18-64歲國人飲食型態研究(碩士論文)。國立臺灣大學。  延伸查詢new window
2.陳中蓮(2005)。消費者與餐飲業者對健康飲食的知覺品質研究--以台北市健康飲食餐廳為例(碩士論文)。輔仁大學。  延伸查詢new window
3.藍春發(2001)。台灣外食習慣對環境之影響--以便當為例(碩士論文)。國立臺灣大學。  延伸查詢new window
圖書
1.三采文化(2007)。熱量速查清圖典。臺北:三采文化出版事業有限公司。  延伸查詢new window
2.陳香松(2005)。地球電子報:「麥胖報告」,春暉國際數位多媒體公司。社團法人團灣環境資訊協會。  延伸查詢new window
3.莊雅雯(200704)。保健食品產業的發展趨勢。工研院IEK化材組。  延伸查詢new window
4.張翠芬(200801)。健康食品降血脂類當紅。臺北:中國時報。  延伸查詢new window
5.蕭羨一(2000)。麥當勞成功傳奇。臺北:經典傳訊。  延伸查詢new window
6.Kotler, P.(1992)。Marketing management。Chicago:Prentice Hall。  new window
7.Armstrong, Gary、Kotler, Philip(2003)。Marketing: An introduction。Upper Saddle River, New Jersey:Person Education。  new window
8.黃俊英(2003)。行銷學的世界。台北:天下文化出版社。  延伸查詢new window
其他
1.丘亮(2008)。享「瘦」健康,健康加油站學習健康。  延伸查詢new window
2.李明元(2001)。麥當勞在臺灣的成長策略,麥當勞「企業管理實務課程」,臺灣大學商學研究所。  延伸查詢new window
3.(2008)。營養透析,臺灣麥當勞餐廳股份有限公司,http://www.mcdonalds.com.tw/, 2008/02/18。  延伸查詢new window
4.(2008)。生活活動強度,http://food.doh.gov.tw/, 2008/02/18。  new window
5.楊雅民(20070811)。臺灣麥當勞暫緩開新店。  延伸查詢new window
6.楊維民(20080131)。李明元--麥當勞24小時不打烊找回核心優勢。  延伸查詢new window
7.楊東震(2006)。市場定位與消費者行為,創業基礎。  延伸查詢new window
8.Anonymous(2007)。Low-fat dietary pattern may lower risk of ovarian cancer,http://www.sciencedaily.com/releases/2007/10/071009164145.htm, 2008/02/17。  new window
9.Anonymous(1997)。Business weekly,http://www.sinanet.com/businessweekly。  new window
 
 
 
 
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