| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 100 === The focus of this study is the strategy of restaurant industry internationalization. It hopes that through some successful cases of well-scaled and –known restaurants which have been operating overseas for some time,thus to summarize a common strategic and logic direction so as to provide references for those restaurant owners who intend to expand their businesses overseas and to be internationalized
Therefore, this study lists five directions to discuss the relevant theories of internationalization strategy, namely:Taiwan restaurant industry development the analysis of present status and the trend of future development;the definition of internationalization and its motivation;the entering pattern into the international market;the definition of franchise;the Localization and Standardization。
A research framework is set up according to the theories and restaurant industry development situation. now we introduce the Din Tai Fung, the Wong Ping Group and the 85 degrees C of their histories of internationalization and strategies of these three companies. The conclusion is as follows:
1.The Din Tai Fung used brand name authorization techniques. They used local resources and ingredients, duplicate service process and innovating technique for its branch management cultures. Then it achieves the same quality products and services. The strategic positioning of DTF is benefit advantage.
2.The Wong Ping Group in the mainland market utilize joint venture and transfer of investment to establish new brand. In other overseas areas they use authorization policy. The goal of their authorization is to standardize the WPG’s high level restaurant services pattern and the scientific restaurant service management techniques. The strategic positioning of WPG is also benefit advantage.
3.The 85 degrees C– Its internationalization strategy is joint venture along with direct sale pattern and franchise. Their main purpose is to control the technique export and product quality standard and by capital input of franchise so to strengthen the working capital utilization efficiency. The core thinking of 85 degree C internationalization strategy is cost orientation.
Key words: franchise, internationalization strategy, restaurant industry.
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