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題名 台灣連鎖加盟零售業國際化策略之研究－以H便利商店為例
A Study of the Internationalization Strategy of Taiwan`s Chain Retailing Firm - The Case of H Convenient Store作者 鄭鴻
Cheng, Horng貢獻者 李易諭
鄭鴻
Cheng, Horng關鍵詞 連鎖加盟業
零售業
便利商店
國際化
折衷理論
Chain Store
Retailing
Convenient Store
Internationalization
Eclectic Paradigm日期 2013 上傳時間 29-Jul-2014 16:00:09 (UTC+8) 摘要 對於處於島型經濟的台灣市場的各家廠商來說，有限的內需市場是企業永續發展的一大限制，因此台灣企業往往將國際化視為重要的發展策略。台灣服務業發展佔台灣總GDP近7成，其中便利商店業是最為著名的產業，因此本研究以便利商店作為研究標的，進行個案公司國際化的研究。本研究以Dunning的折衷理論為分析主架構，輔以傳統國際化理論，分析個案公司H便利商店進行國際化的各項策略決策考慮因素，並探討個案公司未來可能發展方向。探討過程中，對台灣及中國大陸便利商店發展市場進行產業分析，認為台灣便利商店市場已發展至成熟期，相對仍於導入期的中國大陸市場，台灣廠商具有相對優勢。透過個案研究，發現台灣連鎖零售業多半因市場因素進行國際化，同時因語言文化因素、網絡關係等因素，以進入中國大陸為最大宗；在服務業上，除了傳統的FDI或合資外，應用「服務拆解」策略進行技術授權也是一項可行的方案，同時公司需注意當地未來發展與人員配置等問題。 參考文獻 英文文獻1. Agarwal, S. & Ramaswami, S. N. (1992). Choice of Foreign Market Entry Mode: Impact of Ownership, Location and Internalization Factors. Journal of International Business Studies, Vol. 23, pp. 1-27.2. Arteaga-Ortiz, J. & Fernández-Ortiz, R. (2010). Why Don`t We Use the Same Export Barrier Measurement Scale? An Empirical Analysis in Small and Medium-Sized Enterprises. Journal of Small Business Management, Vol. 48, Issue 3, pp. 395-420.3. Ball, D. A., Lindsay, V. J., & Rose, E. L. (2008). Rethinking the Paradigm of Service Internationalization: Less Resource-Intensive Market Entry Modes for Information-Intensive Soft Services. Management International Review, Vol. 48, pp. 413-431.4. Blomstermo, A., Sharma, D., & Sallis, J. (2006). Choice of Foreign Market Entry Mode in Service Firms. International Marketing Review, Vol. 23 Issue 2, pp. 211-229.5. Buckley, P. J. & Casson, M. C. (1998). Analyzing Foreign Market Entry Strategies: Extending the Internalization Approach. Journal of international business studies, Vol. 29, pp. 539-562.6. Deresky, H. (1994). International Management Managing Across Borders and Culture. New York: Wiley and Sons.7. Dunning, J. H. (1979). Explaining Changing Pattern of International Production: In Defence of the Eclectic Theory. Oxford Bulletin of Economics and Statistic, Vol. 41, pp. 269-295.8. Dunning, J. H. (1980). Toward an Eclectic Theory of International Production: Some Empirical Tests. Journal of International Business Studies, Vol. 11, pp. 9-31.9. Dunning, J. H. (1981). International Production and the Multinational Enterprise. London: Allen & Unwin.10. Dunning, J. H. (1988). The Eclectic Paradigm of International Production: A Restatement and Some Possible Extensions. Journal of International Business Studies, Vol. 19, Issue 1, pp. 1-31.11. Dunning, J. H. (1992). Multinational Enterprises and the Global Economy. Wokingham, England: Addison-Wesley.12. Dunning, J. H. (1993). The Globalization of Business: The Challenge of the 1990s. London: Routledge.13. Eisenhardt, K. M. (1989). Building Theories from Case Study Research.The Academy of Management Review, Vol. 14, Issue 4, pp. 532-550.14. Erramilli, M. K. & Rao, C. P. (1993). Services Firms’ International Entry-Mode Choice: A Modified Transaction-Cost Analysis Approach, Journal of Marketing, Vol. 57, pp. 19-38.15. Hill, J. S. (2009). International Business: Managing Globalization. London: SAGE Publications, Inc.16. Javalgi, R. G., Griffith, D. A., & White D. S. (2003). An Empirical Examination of Factors Influencing the Internationalization of Service Firms. Journal of Services Marketing, Vol. 17, Issue 2, pp. 185-201.17. Johanson, J. & Wiedersheim-Paul, F. (1975). The Internationalization of the Firm - Four Swedish Cases. Journal of Management Studies, Volume 12, Issue 3, pp. 305-323.18. Justice, R., & Judd, R. (1989). Franchising. Cincinnati: South-Western Publishing Co.19. Kotler, P. (2000). Marketing Management, 10th edition. Upper Saddle River, N.J.: Prentice-Hall.20. Leonidou, L. C. (1995). Export Stimulation Research: Review, Evaluation and Integration. International Business Review, Volume 4, Issue 2, pp. 133-156.21. Lovelock, C. H. & Yip, G. S. (1996). Developing Global Strategies for Service Businesses. California Management Review, Vol. 38, Issue 2, pp. 64-86.22. Luthans, F. & Doh, J. P. (2012). International Management: Culture, Strategy, and Behavior, 8th edition. New York: McGraw-Hill / Irwin.23. Mason, J. B. & Morris, L. M. (1987). Modern Retailing-Theory and Practice, 4th edition. Texas: Business Publication.24. McLaughlin, C. P. & Fitzsimmons, J. A. (1996). Strategies for Globalizing Service Operations. International Journal of Service Industry Management, Vol. 7 Issue 4, pp. 43-57.25. Parasuraman, A., Zeithaml V. A., & Berry L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality. Journal of Retailing, Vol. 64, pp. 12-40.26. Porter, M. E. (1979). How Competitive Forces Shape Strategy. Harvard Business Review, Vol. 57, Issue 2, pp. 137-145.27. Porter, M. E. (1980). Competitive Strategy. New York: Free Press.28. Porter, M. E. (1985). Competitive Advantage. New York: Free Press.29. Porter, M. E. (2008). The Five Competitive Forces that Shape Strategy.Harvard Business Review, Vol. 86, Issue 1, pp. 78-93.30. Root, F. R. (1987). Entry Strategies for International Markets. Lexington, MA: Lexington Books.31. Schramm, W. & Roberts, D. F. (1971). The Process and Effects of Mass Communication. Urbana, IL: University of Illinois Press.32. Terpstra, V. & Yu, C. M. (1988). Determinants of Foreign Investment of U.S. Advertising Agencies. Journal of International Business Studies, Vol. 19, Issue 1, pp. 33-46.33. Vernon, R. (1966). International Investment and International Trade in the Product Cycle. The Quarterly Journal of Economics, Vol. 80, Issue 2, pp. 190-207.34. Welch, L. & Luostarinen, R. (1988). Internationalization: Evolution of a Concept. Journal of General Management, Vol. 14, Issue 2, pp. 34-55.35. Wilson, J. & Brennan, R. (2010). Doing Business in China: Is the Importance of Guanxi Diminishing? European Business Review, Vol. 22, Issue 6, pp. 652-665.36. Yang, F. (2011). The Importance of Guanxi to Multinational Companies in China. Asian Social Science, Vol. 7, Issue 7, pp. 163-168.37. Yin, R. K. (2003). Case Study Research: Design and Methods. London: Sage Publication.38. Zucchella, A., Palamara, G., & Denicolai, S. (2007). The Drivers of the Early Internationalization of the Firm. Journal of World Business, Vol. 42, Issue 3, pp. 268-280. 中文文獻1. 李仁芳（1995）。7-ELEVEN統一超商縱橫台灣—厚基組織論。遠流出版社，台北市。2. 李培芬（2003）。台灣加盟連鎖體系國際化與經營模式調適之研究。未出版碩士論文，國立臺灣大學國際企業學研究所，台北市。3. 麥嘉容（2002）。零售商在大陸市場的進入模式。未出版碩士論文，國立中山大學企業管理學系研究所，高雄市。4. 馬紹綸（2012）。中小型服務業國際化模式之建構。未出版碩士論文，國立台北大學企業管理學系研究所，新北市。5. 葉玟琪（2013）。餐飲服務業國際化過程-以台灣業者為例。未出版碩士論文，國立政治大學國際經營與貿易研究所，台北市。6. 許英傑（2004）。零售創新-7-ELEVEN成功之秘。中國生產力中心，台北市。7. 許英傑、李冠穎（2012）。連鎖管理。前程文化，新北市。8. 梁志毅（2009）。統一超商進入中國上海市場策略之探討。未出版碩士論文，國立政治大學經營管理碩士學程，台北市。9. 張輝（2012），H連鎖便利店的網路行銷策略研究，未出版碩士論文，安徽大學工商管理碩士，安徽省合肥市。10. 經濟部（1994）。便利商店經營管理技術實務手冊。經濟部商業司，台北市。11. 經濟部（2004）。中小企業白皮書。經濟部中小企業處，台北市。12. 經濟部商業司（2000）。連鎖店經營管理實務。中國生產力中心，台北市。13. 劉淑君（2004）。便利商店的經營模式與獲利模式之探討-以7-ELEVEN 及全家便利商店為例。未出版碩士論文，義守大學資訊管理學系碩士班，高雄市。 描述 碩士
國立政治大學
企業管理研究所
101355019
102資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101355019 資料類型 thesis dc.contributor.advisor 李易諭 zh_TW dc.contributor.author (Authors) 鄭鴻 zh_TW dc.contributor.author (Authors) Cheng, Horng en_US dc.creator (作者) 鄭鴻 zh_TW dc.creator (作者) Cheng, Horng en_US dc.date (日期) 2013 en_US dc.date.accessioned 29-Jul-2014 16:00:09 (UTC+8) - dc.date.available 29-Jul-2014 16:00:09 (UTC+8) - dc.date.issued (上傳時間) 29-Jul-2014 16:00:09 (UTC+8) - dc.identifier (Other Identifiers) G0101355019 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67838 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所 zh_TW dc.description (描述) 101355019 zh_TW dc.description (描述) 102 zh_TW dc.description.abstract (摘要) 對於處於島型經濟的台灣市場的各家廠商來說，有限的內需市場是企業永續發展的一大限制，因此台灣企業往往將國際化視為重要的發展策略。台灣服務業發展佔台灣總GDP近7成，其中便利商店業是最為著名的產業，因此本研究以便利商店作為研究標的，進行個案公司國際化的研究。本研究以Dunning的折衷理論為分析主架構，輔以傳統國際化理論，分析個案公司H便利商店進行國際化的各項策略決策考慮因素，並探討個案公司未來可能發展方向。探討過程中，對台灣及中國大陸便利商店發展市場進行產業分析，認為台灣便利商店市場已發展至成熟期，相對仍於導入期的中國大陸市場，台灣廠商具有相對優勢。透過個案研究，發現台灣連鎖零售業多半因市場因素進行國際化，同時因語言文化因素、網絡關係等因素，以進入中國大陸為最大宗；在服務業上，除了傳統的FDI或合資外，應用「服務拆解」策略進行技術授權也是一項可行的方案，同時公司需注意當地未來發展與人員配置等問題。 zh_TW dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 3第三節 研究流程 4第四節 論文架構 5第二章 文獻回顧 7第一節 連鎖加盟業 7第二節 便利商店業 14第三節 企業國際化 18第四節 五力分析 36第三章 研究方法 39第一節 研究架構 39第二節 研究設計 41第三節 研究限制 42第四章 產業暨外在環境分析 44第一節 台灣便利商店產業分析 44第二節 中國大陸便利商店業現況 55第五章 個案分析 61第一節 H公司簡介與個案內容 61第二節 個案分析 70第六章 結論與建議 80第一節 研究結論 80第二節 建議 84參考文獻 86附錄一：訪談題綱 92 zh_TW dc.format.extent 911950 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101355019 en_US dc.subject (關鍵詞) 連鎖加盟業 zh_TW dc.subject (關鍵詞) 零售業 zh_TW dc.subject (關鍵詞) 便利商店 zh_TW dc.subject (關鍵詞) 國際化 zh_TW dc.subject (關鍵詞) 折衷理論 zh_TW dc.subject (關鍵詞) Chain Store en_US dc.subject (關鍵詞) Retailing en_US dc.subject (關鍵詞) Convenient Store en_US dc.subject (關鍵詞) Internationalization en_US dc.subject (關鍵詞) Eclectic Paradigm en_US dc.title (題名) 台灣連鎖加盟零售業國際化策略之研究－以H便利商店為例 zh_TW dc.title (題名) A Study of the Internationalization Strategy of Taiwan`s Chain Retailing Firm - The Case of H Convenient Store en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 英文文獻1. Agarwal, S. & Ramaswami, S. N. (1992). Choice of Foreign Market Entry Mode: Impact of Ownership, Location and Internalization Factors. Journal of International Business Studies, Vol. 23, pp. 1-27.2. Arteaga-Ortiz, J. & Fernández-Ortiz, R. (2010). Why Don`t We Use the Same Export Barrier Measurement Scale? An Empirical Analysis in Small and Medium-Sized Enterprises. Journal of Small Business Management, Vol. 48, Issue 3, pp. 395-420.3. Ball, D. A., Lindsay, V. J., & Rose, E. L. (2008). Rethinking the Paradigm of Service Internationalization: Less Resource-Intensive Market Entry Modes for Information-Intensive Soft Services. Management International Review, Vol. 48, pp. 413-431.4. Blomstermo, A., Sharma, D., & Sallis, J. (2006). Choice of Foreign Market Entry Mode in Service Firms. International Marketing Review, Vol. 23 Issue 2, pp. 211-229.5. Buckley, P. J. & Casson, M. C. (1998). Analyzing Foreign Market Entry Strategies: Extending the Internalization Approach. Journal of international business studies, Vol. 29, pp. 539-562.6. Deresky, H. (1994). International Management Managing Across Borders and Culture. New York: Wiley and Sons.7. Dunning, J. H. (1979). Explaining Changing Pattern of International Production: In Defence of the Eclectic Theory. Oxford Bulletin of Economics and Statistic, Vol. 41, pp. 269-295.8. Dunning, J. H. (1980). Toward an Eclectic Theory of International Production: Some Empirical Tests. Journal of International Business Studies, Vol. 11, pp. 9-31.9. Dunning, J. H. (1981). International Production and the Multinational Enterprise. London: Allen & Unwin.10. Dunning, J. H. (1988). The Eclectic Paradigm of International Production: A Restatement and Some Possible Extensions. Journal of International Business Studies, Vol. 19, Issue 1, pp. 1-31.11. Dunning, J. H. (1992). Multinational Enterprises and the Global Economy. Wokingham, England: Addison-Wesley.12. Dunning, J. H. (1993). The Globalization of Business: The Challenge of the 1990s. London: Routledge.13. Eisenhardt, K. M. (1989). Building Theories from Case Study Research.The Academy of Management Review, Vol. 14, Issue 4, pp. 532-550.14. Erramilli, M. K. & Rao, C. P. (1993). Services Firms’ International Entry-Mode Choice: A Modified Transaction-Cost Analysis Approach, Journal of Marketing, Vol. 57, pp. 19-38.15. Hill, J. S. (2009). International Business: Managing Globalization. London: SAGE Publications, Inc.16. Javalgi, R. G., Griffith, D. A., & White D. S. (2003). An Empirical Examination of Factors Influencing the Internationalization of Service Firms. Journal of Services Marketing, Vol. 17, Issue 2, pp. 185-201.17. Johanson, J. & Wiedersheim-Paul, F. (1975). The Internationalization of the Firm - Four Swedish Cases. Journal of Management Studies, Volume 12, Issue 3, pp. 305-323.18. Justice, R., & Judd, R. (1989). Franchising. Cincinnati: South-Western Publishing Co.19. Kotler, P. (2000). Marketing Management, 10th edition. Upper Saddle River, N.J.: Prentice-Hall.20. Leonidou, L. C. (1995). Export Stimulation Research: Review, Evaluation and Integration. International Business Review, Volume 4, Issue 2, pp. 133-156.21. Lovelock, C. H. & Yip, G. S. (1996). Developing Global Strategies for Service Businesses. California Management Review, Vol. 38, Issue 2, pp. 64-86.22. Luthans, F. & Doh, J. P. (2012). International Management: Culture, Strategy, and Behavior, 8th edition. New York: McGraw-Hill / Irwin.23. Mason, J. B. & Morris, L. M. (1987). Modern Retailing-Theory and Practice, 4th edition. Texas: Business Publication.24. McLaughlin, C. P. & Fitzsimmons, J. A. (1996). Strategies for Globalizing Service Operations. International Journal of Service Industry Management, Vol. 7 Issue 4, pp. 43-57.25. Parasuraman, A., Zeithaml V. A., & Berry L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality. Journal of Retailing, Vol. 64, pp. 12-40.26. Porter, M. E. (1979). How Competitive Forces Shape Strategy. Harvard Business Review, Vol. 57, Issue 2, pp. 137-145.27. Porter, M. E. (1980). Competitive Strategy. New York: Free Press.28. Porter, M. E. (1985). Competitive Advantage. New York: Free Press.29. Porter, M. E. (2008). The Five Competitive Forces that Shape Strategy.Harvard Business Review, Vol. 86, Issue 1, pp. 78-93.30. Root, F. R. (1987). Entry Strategies for International Markets. Lexington, MA: Lexington Books.31. Schramm, W. & Roberts, D. F. (1971). The Process and Effects of Mass Communication. Urbana, IL: University of Illinois Press.32. Terpstra, V. & Yu, C. M. (1988). Determinants of Foreign Investment of U.S. Advertising Agencies. Journal of International Business Studies, Vol. 19, Issue 1, pp. 33-46.33. Vernon, R. (1966). International Investment and International Trade in the Product Cycle. The Quarterly Journal of Economics, Vol. 80, Issue 2, pp. 190-207.34. Welch, L. & Luostarinen, R. (1988). Internationalization: Evolution of a Concept. Journal of General Management, Vol. 14, Issue 2, pp. 34-55.35. Wilson, J. & Brennan, R. (2010). Doing Business in China: Is the Importance of Guanxi Diminishing? European Business Review, Vol. 22, Issue 6, pp. 652-665.36. Yang, F. (2011). The Importance of Guanxi to Multinational Companies in China. Asian Social Science, Vol. 7, Issue 7, pp. 163-168.37. Yin, R. K. (2003). Case Study Research: Design and Methods. London: Sage Publication.38. Zucchella, A., Palamara, G., & Denicolai, S. (2007). The Drivers of the Early Internationalization of the Firm. Journal of World Business, Vol. 42, Issue 3, pp. 268-280. 中文文獻1. 李仁芳（1995）。7-ELEVEN統一超商縱橫台灣—厚基組織論。遠流出版社，台北市。2. 李培芬（2003）。台灣加盟連鎖體系國際化與經營模式調適之研究。未出版碩士論文，國立臺灣大學國際企業學研究所，台北市。3. 麥嘉容（2002）。零售商在大陸市場的進入模式。未出版碩士論文，國立中山大學企業管理學系研究所，高雄市。4. 馬紹綸（2012）。中小型服務業國際化模式之建構。未出版碩士論文，國立台北大學企業管理學系研究所，新北市。5. 葉玟琪（2013）。餐飲服務業國際化過程-以台灣業者為例。未出版碩士論文，國立政治大學國際經營與貿易研究所，台北市。6. 許英傑（2004）。零售創新-7-ELEVEN成功之秘。中國生產力中心，台北市。7. 許英傑、李冠穎（2012）。連鎖管理。前程文化，新北市。8. 梁志毅（2009）。統一超商進入中國上海市場策略之探討。未出版碩士論文，國立政治大學經營管理碩士學程，台北市。9. 張輝（2012），H連鎖便利店的網路行銷策略研究，未出版碩士論文，安徽大學工商管理碩士，安徽省合肥市。10. 經濟部（1994）。便利商店經營管理技術實務手冊。經濟部商業司，台北市。11. 經濟部（2004）。中小企業白皮書。經濟部中小企業處，台北市。12. 經濟部商業司（2000）。連鎖店經營管理實務。中國生產力中心，台北市。13. 劉淑君（2004）。便利商店的經營模式與獲利模式之探討-以7-ELEVEN 及全家便利商店為例。未出版碩士論文，義守大學資訊管理學系碩士班，高雄市。 zh_TW
