台灣速食店的競爭與加盟決策

Abstract

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.