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題名 | 日本與臺灣經營策略實證研究---以速食業龍頭麥當勞為例=Empirical Research of Business Strategy in Japan and Taiwan--The Case of Fast-food Industry Leader McDonald's |
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作 者 | 楊勝欽; 蔣寬和; | 書刊名 | 東亞論壇 |
卷期 | 491 2016.03[民105.03] |
頁次 | 頁17-26 |
分類號 | 553.97 |
關鍵詞 | 日本麥當勞; 臺灣麥當勞; 經營策略; Japan McDonald's; Taiwan McDonald's; Business strategy; |
語文 | 中文(Chinese) |
中文摘要 | 日本在1971年引進麥當勞,對當地飲食文化造成非常大的衝擊。另一方面,1984年麥當勞引進台灣前,台灣的飲食文化和習慣都還是在過去的雜貨店和路邊攤的型態,缺乏合理的售價、注重衛生、食物品質的觀念。麥當勞為台灣開啟了新的消費、經營策略型態。本研究探討比較日本、台灣兩國在環保健康觀念興起的趨勢下,麥當勞是如何修正及企業面臨未來課題之策略探討。本研究認為日本、台灣兩國麥當勞目前正面臨3大課題。1.強調環保健康飲食的趨勢:因為全球溫暖化效應,大量使用肉類的漢堡遭受質疑,也使麥當勞遭受到池魚之殃。一些食品安全研究也顯示出,長期食用速食,會帶來身體肥胖及不健康。2.少子化現象:因為麥當勞的策略之一,目標市場為兒童,所以少子化將帶給麥當勞很大的衝擊。企業如果無法確實的對應,將會帶給企業毀滅性的威脅。3.低價策略:麥當勞長期低價策略造成一般消費者,對於麥當勞食品印象不良。 |
英文摘要 | McDonald's was first introduced into Japan in 1971 and culture cause great impact on food. On the other hand, before the 1984 introduction of McDonald's into Taiwan, Taiwan's food culture and habits were still in the stage of grocery stores and roadside stalls patterns, lacking reasonable pricing, hygiene, and food quality concept. McDonald's Taiwan usher in a new consumer, business strategy pattern. This study would like to explore, how McDonald's to fix and business strategy in Japan and Taiwan and China at the rise of the concept of environmental health trend. This study suggests that in Japan and Taiwan, McDonald's is currently facing three major issues: first is the stress from the environmental health diet trend. Because of the global warming effect, the extensive use of hamburger meat has been questioned. Some food safety studies have also shown that long-term consumption of fast food will bring unnecessary body fat and unhealthiness. Second is the declining birthrate phenomenon Since McDonald's strategy has mainly, target market for children, so declining birthrate will bring great impact to it. If McDonald's cannot really correspond, it may face bring the threat of destructive enterprise. Last Low-cost strategy: McDonald's long-term low price strategy has caused bad impression for McDonald's food in the average consumer. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。