本研究從「連鎖經營體系的成長發展時期」、「創業機會的市場過程觀點」、「創業的過程和階段」和「創業過程的決策特性」方面的文獻中，提出連鎖經營體系在不同成長發展時期的展店創業過程之研究分析架構，據此探討戮力「自創」多個餐飲品牌，發展連鎖經營體系，並且跨足中國大陸市場，也具有經營成果的本土餐飲集團龍頭「王品餐飲集團」，從「單店、多店、多品牌到跨地域經營」成長發展的創業過程，以及創業過程階段中「市場機會的確認、營運資源的取得、組織能耐的累積、市場行銷的執行、新事業的擴張」重要的策略決策特性。研究發現：連鎖經營體系在不同成長發展時期的展店創業過程，三種創業機會的市場過程觀點，在不同情境的市場機會環境下，皆各自有其達成企業目標的方式和適用的條件。此外，在不同成長發展時期的展店創業過程階段中的策略決策特性，有創業管理活動和一般管理活動，相互交叉和循環的特性。

This research from ”the entrepreneurship opportunity of market process perspective”, ”the entrepreneurship process and the stage” and ”the entrepreneurship process of decision-making characteristic” in the literature, proposed the research and analysis framework of chain stores system in different stages setting up store of the entrepreneurial process. According to the above, the study makes an effort to explore the ”innovative” multiple restaurant brands, the development of chain management system, and branched out into the China market, also has operating results of the local restaurant group leader, ”Wang Steak Restaurant Group”, from the ”single store, multiple stores, multi-brands to cross region management” keeping stores of the entrepreneurial process on restaurant chain growth, as well as in the stages of ”market opportunities confirmation, resources acquisition, organizational capability accumulation, marketing implementation and new business expansion,” the important strategic decision-making behavior. The research discovered: Three kind of the entrepreneurship opportunity of market process perspective, in different stages setting up store of the entrepreneurial process, under the different situations of the market opportunities environment, all have their own ways to achieve business goals and application conditions. In addition, important strategic decision-making behavior in different stages setting up store of the entrepreneurial process, there are entrepreneurial management activities and general management activities, intercross and recycling features.