頁籤選單縮合
題 名 | 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=The Study of the Development and Effects of Western Fast-food Chains in Taiwan: A Case Study on the Development of McDonald's in Taiwan |
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作 者 | 胡光夏; | 書刊名 | 傳播與管理研究 |
卷 期 | 1:2 2002.01[民91.01] |
頁 次 | 頁239-253 |
專 輯 | 傳播管理管什麼? |
分類號 | 483.8 |
關鍵詞 | 麥當勞; 廣告行銷; 消費文化; 現代化理論; 依賴理論; McDonald's; Advertising and marketing; Consumption culture; Modernization theory; Dependency theory; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究主要是從歷史的角度,以麥當勞在台發展為分析的重點,來被視政府開放速食市場的考量因素、西方速食業者來台發展的過程、其所運用的廣告行銷策略、以及對台灣速食產業和社會的影響。 全文計分為三個主要的部份來作探討:首先,文獻探討的部份包含廣告行銷與消費文化,以及國際廣告研究的取向;其次,是西方速食產業在台發展的分析,主要在檢視西方速食產業在台發展的歷史,以及麥當勞在台發展的現況與廣告行銷策略.最後,則是分析西方速食產業對台灣餐飲業與社會的影響。 |
英文摘要 | By using historical method, this study is intended to analyze the contributing factors behind the Taiwan’s government move to open up its fast-food market, the development of the fast-food chains and their strategies of advertising and marketing, and the impacts of the entry of Western fast-food chains on the fast-food industry and society on Taiwan, with an emphasis on the development of McDonald’s in Taiwan. This paper addresses three major areas: first of all, literature review includes the advertising and consumption culture, and two approaches of the study of transnational advertising. Secondly, it examines the development of Western fast-food restaurants in Taiwan, including the historical development, and current situation and strategies of McDonald’s in Taiwan. Thirdly, this paper discusses the impacts of the entering of Western fast-food restaurants on Taiwanese society. |
本系統中英文摘要資訊取自各篇刊載內容。