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題名 台灣速食店的競爭與加盟決策
The Competition and Franchise Decision in Fast-Food Industry: Empirical Results in Taiwan作者 邵建騰 貢獻者 王信實
邵建騰關鍵詞 速食業
選址策略
競爭關係
加盟
fast-food industry
location strategy
competition
franchising日期 2014 上傳時間 1-Apr-2015 10:07:41 (UTC+8) 摘要 近年來,速食業在台灣的營收約占餐飲業的三成以上,已成為台灣最具影響力的餐飲業之一。有許多文獻在探討有關影響速食店設點策略的因素,其中包括在地市場的情況以及與其他廠商之間的競爭條件。除此之外,多篇文獻亦指出,為解決總公司與分店之間的資訊不對稱問題,加盟系統是速食業者最常使用的解決方案。雖然競爭與加盟議題對於台灣速食業相當重要,但大多數的實證文獻都聚焦在歐美地區的案例。本研究藉由實證上探討台灣速食業的獨特性,以補足文獻上的缺漏。結果顯示,人口越密集和平均年齡越低的地區,存在越多的速食店。除此之外,本研究也發現摩斯漢堡在較大及有高比例兒童人口的市場,傾向遠離麥當勞以避免競爭。最後,實證結果亦指出,台灣麥當勞傾向加盟那些位於人口較少的地區,但是加盟與否和該分店提供的附加服務較無關。
With shares over 30% in the restaurant market, the fast-food industry has recently become one of the most influential restaurant businesses of Taiwan. The literature has much discussed factors that affect the location strategies of fast-food companies such as the state of local competition conditions. In addition, some studies mentioned that a franchise system is the most common solution to the problem of asymmetric information between headquarters and restaurants for the fast-food industry. Although competition and franchising issues are significant in the Taiwanese fast-food industry, most empirical studies focus on cases in Europe and America. This study fills that gap by exploring empirically the unique features of this industry in Taiwan. The results show that more fast-food outlets are concentrated in more crowded districts or those where the population is averagely younger. The analyses also indicate that MOS Burger tends to move away from McDonald’s when the market size is large or when proportion of children in the district is high. Finally, McDonald’s in Taiwan tends to franchise the outlets in districts which are less populated, but have a low correlation with the auxiliary services provided by outlets.參考文獻 Anderson, S. P., De Palma, A., & Thisse, J. F. (1992). Discrete choice theory of product differentiation. MIT press.Blanck, H. M., Yaroch, A. L., Atienza, A. A., Sarah, L. Y., Zhang, J., & Mâsse, L. C. (2007). Factors influencing lunchtime food choices among working Americans. Health Education & Behavior.Brickley, J. A., & Dark, F. H. (1987).The choice of organizational form the case of franchising. Journal of financial economics, 18(2), 401-420.Chan, T. Y., Padmanabhan, V., & Seetharaman, P. B. (2007). An econometric model of location and pricing in the gasoline market. Journal of Marketing Research, 44(4), 622-635.Chen, H. H. (2011). A Study of Taiwan Fast Food Industry Strategic. Journal of Sport, Leisure and Hospitality Research, 6(1), 29-44. (in Chinese)Chen, Y. H., Lin, W. Z. (2010). A Study of Brand Rights of Transnational Fast-food Chain Stores. National Kaosiung Marine University. (in Chinese)d`Aspremont, C., Gabszewicz, J. J., & Thisse, J. F. (1979). On Hotelling`s" Stability in competition". Econometrica: Journal of the Econometric Society, 1145-1150.Eckert, A. (2013). Empirical studies of gasoline retailing: A guide to the literature. Journal of Economic Surveys, 27(1), 140-166.French, S. A., Story, M., Neumark-Sztainer, D., Fulkerson, J. A., & Hannan, P. (2001). Fast food restaurant use among adolescents: associations with nutrient intake, food choices and behavioral and psychosocial variables. International journal of obesity and related metabolic disorders: journal of the International Association for the Study of Obesity, 25(12), 1823-1833.Greene, W. H. (2003). Econometric analyses. Pearson Education India.Hsu, L. T., Jang, S., & Canter, D. D. (2010). Factors affecting franchise decisions in the restaurant industry. Journal of Hospitality & Tourism Research, 34(4), 440-454.Hu, G. H. (2002). 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. Communication and Management Studies, 239-253 (in Chinese)Hunt, S. D. (1973). The trend toward company-operated units in franchise chains. Journal of Retailing, 49(2), 3-12.Hunt, S. D., &Nevin, J. R. (1974). Power in a channel of distribution: sources and consequences. Journal of Marketing Research, 60, 186-193.Irmen, A., & Thisse, J. F. (1998). Competition in multi-characteristics spaces: Hotelling was almost right. Journal of Economic Theory, 78(1), 76-102.Lafontaine, F. (1992). Agency theory and franchising: some empirical results. The RAND Journal of Economics, 263-283.Lee, J., & Mannering, F. (2002). Impact of roadside features on the frequency and severity of run-off-roadway accidents: an empirical analyses. Accident Analyses & Prevention, 34(2), 149-161.Lin, M. H. (1986). A Study of Fast-food Chain Industry Marketing Strategy. Unpublished Master Thesis. Chung-Yuan Christian University, Department of B.A. (in Chinese)Lu, T. C. (2009). Effects of Country of Origin Image and Exotic Food Image on Purchase Intention. Master Thesis. Kaohsiung Hospitality College, The Graduate School of Hospitality Management (in Chinese)Maruyama, M., & Yamashita, Y. (2010). The logic of franchise contracts: Empirical results of Japan. Japan and the World Economy, 22(3), 183-192.Netz, J. S., & Taylor, B. A. (2002). Maximum or minimum differentiation? Location patterns of retail outlets. Review of Economics and Statistics, 84(1), 162-175.Norton, S. W. (1988). An empirical look at franchising as an organizational form. Journal of Business, 61, 197-217.Norton, S. W. (1995). Is franchising a capital structure issue? Journal of Corporate Finance, 2, 75-101.Oxenfeldt, A. R. & Thompson, D. N. (1968). Franchising in perspective.Journal of Retailing, 44(4), 3-20.Paeratakul, S., Ferdinand, D. P., Champagne, C. M., Ryan, D. H., & Bray, G. A. (2003). Fast-food consumption among US adults and children: dietary and nutrient intake profile. Journal of the American Dietetic Association, 103(10), 1332-1338.Robbins, L. W., & Haas, T. P. (1981). Simulated Behavior of Fast Food Restaurants under Alternative Cost/Volume Conditions. American Journal of Agricultural Economics, 63(1), 146-152.Rydell, S. A., Harnack, L. J., Oakes, J. M., Story, M., Jeffery, R. W., & French, S. A. (2008). Why eat at fast-food restaurants: reported reasons among frequent consumers. Journal of the American Dietetic Association, 108(12), 2066-2070.Seim, K. (2006). An empirical model of firm entry with endogenous product‐type choices. The RAND Journal of Economics, 37(3), 619-640.Shane, S. (1998). Explaining the distribution of franchised and company-owned outlets in franchise systems. Journal of Management, 24(6), 717-739.Shepard, A. (1993). Contractual form, retail price, and asset characteristics in gasoline retailing. The RAND Journal of Economics, 58-77.Smith, H. (2006). Store characteristics in retail oligopoly. The RAND Journal of Economics, 37(2), 416-430.Thomadsen, R. (2007). Product positioning and competition: The role of location in the fast food industry. Marketing Science, 26(6), 792-804.Vuong, Q. H. (1989). Likelihood ratio tests for model selection and non-nested hypotheses. Econometrica: Journal of the Econometric Society, 307-333. 描述 碩士
國立政治大學
經濟學系
102258008
103資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102258008 資料類型 thesis dc.contributor.advisor 王信實 zh_TW dc.contributor.author (Authors) 邵建騰 zh_TW dc.creator (作者) 邵建騰 zh_TW dc.date (日期) 2014 en_US dc.date.accessioned 1-Apr-2015 10:07:41 (UTC+8) - dc.date.available 1-Apr-2015 10:07:41 (UTC+8) - dc.date.issued (上傳時間) 1-Apr-2015 10:07:41 (UTC+8) - dc.identifier (Other Identifiers) G0102258008 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/74273 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經濟學系 zh_TW dc.description (描述) 102258008 zh_TW dc.description (描述) 103 zh_TW dc.description.abstract (摘要) 近年來,速食業在台灣的營收約占餐飲業的三成以上,已成為台灣最具影響力的餐飲業之一。有許多文獻在探討有關影響速食店設點策略的因素,其中包括在地市場的情況以及與其他廠商之間的競爭條件。除此之外,多篇文獻亦指出,為解決總公司與分店之間的資訊不對稱問題,加盟系統是速食業者最常使用的解決方案。雖然競爭與加盟議題對於台灣速食業相當重要,但大多數的實證文獻都聚焦在歐美地區的案例。本研究藉由實證上探討台灣速食業的獨特性,以補足文獻上的缺漏。結果顯示,人口越密集和平均年齡越低的地區,存在越多的速食店。除此之外,本研究也發現摩斯漢堡在較大及有高比例兒童人口的市場,傾向遠離麥當勞以避免競爭。最後,實證結果亦指出,台灣麥當勞傾向加盟那些位於人口較少的地區,但是加盟與否和該分店提供的附加服務較無關。 zh_TW dc.description.abstract (摘要) With shares over 30% in the restaurant market, the fast-food industry has recently become one of the most influential restaurant businesses of Taiwan. The literature has much discussed factors that affect the location strategies of fast-food companies such as the state of local competition conditions. In addition, some studies mentioned that a franchise system is the most common solution to the problem of asymmetric information between headquarters and restaurants for the fast-food industry. Although competition and franchising issues are significant in the Taiwanese fast-food industry, most empirical studies focus on cases in Europe and America. This study fills that gap by exploring empirically the unique features of this industry in Taiwan. The results show that more fast-food outlets are concentrated in more crowded districts or those where the population is averagely younger. The analyses also indicate that MOS Burger tends to move away from McDonald’s when the market size is large or when proportion of children in the district is high. Finally, McDonald’s in Taiwan tends to franchise the outlets in districts which are less populated, but have a low correlation with the auxiliary services provided by outlets. en_US dc.description.tableofcontents I. Introduction……………………………………………………………………………1II. Fast-food Industry in Taiwan…………………………………………………………5III. Literature Review…………………………………………………………………….8Ⅲ.1 Demographic factors…………………………………………………………...9Ⅲ.2 Distance to the nearest competitor…………………………………………...9Ⅲ.3 Franchising……………………………………………………………………...10IV. Data and Variables………………………………………………………………...…11Ⅳ.1 Demographic factors…………………………………………………………..14Ⅳ.2 Distance to the nearest competitor…………………………………………..16Ⅳ.3 Franchising……………………………………………………………………...17V. Model………………………………………………………………………………….18Ⅴ.1 Demographic factors……………………………………………………………19V.2 Distance to the nearest competitor……………………………………………21V.3 Franchising………………………………………………………………………21VI. Results………………………………………………………………………………....22ⅤI.1 Demographic factors…………………………………………………………..22VI.2 Distance to the nearest competitor………………………………………...…24VI.3 Franchising……………………………………………………………………...26VII. Conclusions and Extensions………………………………………………………..27Appendix: Questionnaire 1………………………………………………………………31Reference………………………………………………………………………………….33 zh_TW dc.format.extent 1093392 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102258008 en_US dc.subject (關鍵詞) 速食業 zh_TW dc.subject (關鍵詞) 選址策略 zh_TW dc.subject (關鍵詞) 競爭關係 zh_TW dc.subject (關鍵詞) 加盟 zh_TW dc.subject (關鍵詞) fast-food industry en_US dc.subject (關鍵詞) location strategy en_US dc.subject (關鍵詞) competition en_US dc.subject (關鍵詞) franchising en_US dc.title (題名) 台灣速食店的競爭與加盟決策 zh_TW dc.title (題名) The Competition and Franchise Decision in Fast-Food Industry: Empirical Results in Taiwan en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) Anderson, S. P., De Palma, A., & Thisse, J. F. (1992). Discrete choice theory of product differentiation. MIT press.Blanck, H. M., Yaroch, A. L., Atienza, A. A., Sarah, L. Y., Zhang, J., & Mâsse, L. C. (2007). Factors influencing lunchtime food choices among working Americans. Health Education & Behavior.Brickley, J. A., & Dark, F. H. (1987).The choice of organizational form the case of franchising. Journal of financial economics, 18(2), 401-420.Chan, T. Y., Padmanabhan, V., & Seetharaman, P. B. (2007). An econometric model of location and pricing in the gasoline market. Journal of Marketing Research, 44(4), 622-635.Chen, H. H. (2011). A Study of Taiwan Fast Food Industry Strategic. Journal of Sport, Leisure and Hospitality Research, 6(1), 29-44. (in Chinese)Chen, Y. H., Lin, W. Z. (2010). A Study of Brand Rights of Transnational Fast-food Chain Stores. National Kaosiung Marine University. (in Chinese)d`Aspremont, C., Gabszewicz, J. J., & Thisse, J. F. (1979). On Hotelling`s" Stability in competition". Econometrica: Journal of the Econometric Society, 1145-1150.Eckert, A. (2013). Empirical studies of gasoline retailing: A guide to the literature. Journal of Economic Surveys, 27(1), 140-166.French, S. A., Story, M., Neumark-Sztainer, D., Fulkerson, J. A., & Hannan, P. (2001). Fast food restaurant use among adolescents: associations with nutrient intake, food choices and behavioral and psychosocial variables. International journal of obesity and related metabolic disorders: journal of the International Association for the Study of Obesity, 25(12), 1823-1833.Greene, W. H. (2003). Econometric analyses. Pearson Education India.Hsu, L. T., Jang, S., & Canter, D. D. (2010). Factors affecting franchise decisions in the restaurant industry. Journal of Hospitality & Tourism Research, 34(4), 440-454.Hu, G. H. (2002). 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. Communication and Management Studies, 239-253 (in Chinese)Hunt, S. D. (1973). The trend toward company-operated units in franchise chains. Journal of Retailing, 49(2), 3-12.Hunt, S. D., &Nevin, J. R. (1974). Power in a channel of distribution: sources and consequences. Journal of Marketing Research, 60, 186-193.Irmen, A., & Thisse, J. F. (1998). Competition in multi-characteristics spaces: Hotelling was almost right. Journal of Economic Theory, 78(1), 76-102.Lafontaine, F. (1992). Agency theory and franchising: some empirical results. The RAND Journal of Economics, 263-283.Lee, J., & Mannering, F. (2002). Impact of roadside features on the frequency and severity of run-off-roadway accidents: an empirical analyses. Accident Analyses & Prevention, 34(2), 149-161.Lin, M. H. (1986). A Study of Fast-food Chain Industry Marketing Strategy. Unpublished Master Thesis. Chung-Yuan Christian University, Department of B.A. (in Chinese)Lu, T. C. (2009). Effects of Country of Origin Image and Exotic Food Image on Purchase Intention. Master Thesis. Kaohsiung Hospitality College, The Graduate School of Hospitality Management (in Chinese)Maruyama, M., & Yamashita, Y. (2010). The logic of franchise contracts: Empirical results of Japan. Japan and the World Economy, 22(3), 183-192.Netz, J. S., & Taylor, B. A. (2002). Maximum or minimum differentiation? Location patterns of retail outlets. Review of Economics and Statistics, 84(1), 162-175.Norton, S. W. (1988). An empirical look at franchising as an organizational form. Journal of Business, 61, 197-217.Norton, S. W. (1995). Is franchising a capital structure issue? Journal of Corporate Finance, 2, 75-101.Oxenfeldt, A. R. & Thompson, D. N. (1968). Franchising in perspective.Journal of Retailing, 44(4), 3-20.Paeratakul, S., Ferdinand, D. P., Champagne, C. M., Ryan, D. H., & Bray, G. A. (2003). Fast-food consumption among US adults and children: dietary and nutrient intake profile. Journal of the American Dietetic Association, 103(10), 1332-1338.Robbins, L. W., & Haas, T. P. (1981). Simulated Behavior of Fast Food Restaurants under Alternative Cost/Volume Conditions. American Journal of Agricultural Economics, 63(1), 146-152.Rydell, S. A., Harnack, L. J., Oakes, J. M., Story, M., Jeffery, R. W., & French, S. A. (2008). Why eat at fast-food restaurants: reported reasons among frequent consumers. Journal of the American Dietetic Association, 108(12), 2066-2070.Seim, K. (2006). An empirical model of firm entry with endogenous product‐type choices. The RAND Journal of Economics, 37(3), 619-640.Shane, S. (1998). Explaining the distribution of franchised and company-owned outlets in franchise systems. Journal of Management, 24(6), 717-739.Shepard, A. (1993). Contractual form, retail price, and asset characteristics in gasoline retailing. The RAND Journal of Economics, 58-77.Smith, H. (2006). Store characteristics in retail oligopoly. The RAND Journal of Economics, 37(2), 416-430.Thomadsen, R. (2007). Product positioning and competition: The role of location in the fast food industry. Marketing Science, 26(6), 792-804.Vuong, Q. H. (1989). Likelihood ratio tests for model selection and non-nested hypotheses. Econometrica: Journal of the Econometric Society, 307-333. zh_TW