대만 외식업 프랜차이즈의 중국시장 진출에 관한 연구

Title
대만 외식업 프랜차이즈의 중국시장 진출에 관한 연구
Other Titles
A Study on the Launching of Taiwan Restaurant Franchise on Chinese Market
Author(s)
손상범
Keywords
Taiwan; restaurant franchise; service-training system; service industry; Taiwan; restaurant franchise; service-training system; service industry
Issue Date
201003
Publisher
한국외국어대학교 중국연구소
Citation
중국연구, v.48, pp.389 - 413
Abstract
Current Chinese service industry is being franchised in general and its expansion and participating company is exponentially increasing. In particular, the restaurant business has a huge opportunity and rapid growth speed. For this reason, the global premium franchise companies are launching the market. However, the lack of related institutions and the opportunistic actions of the franchises causes fewer opportunities for the success compared to market’s attractive power. The most successful companies in Chinese restaurant business are Taiwan restaurants. It is also true that they have the strength in that they have the same cultural and language background with China. Besides these factors, however, this study begins with the insight that they have some core capacity of their own. This study analyzed the launching strategy of Taiwan restaurant business companies through multi-case study. This study found that when Taiwan restaurant companies launch on China, they implement completed education/training system, prepare thorough contract terms and pay efforts to the institutional preparation to maintain their products and services equivalent to those of Chinese.
URI
http://hdl.handle.net/YU.REPOSITORY/22666
ISSN
1225-8695
Appears in Collections:
상경대학 > 국제통상학부 > Articles
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