대만 외식업 프랜차이즈의 중국시장 진출에 관한 연구

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.