韩国餐饮业特许经营扎根中国市场方案研究

上海交通大学硕士学位论文韩国餐饮业特许经营扎根中国市场方案研究姓名：崔利至申请学位级别：硕士专业：工商管理指导教师：任建标20050612BBQBBQBBQBBQBBQBBQBBQBBQ“”BBQBBQASTUDYONTHEESTABLISHINGTHEKOREANFOODSERVICEFRANCHISESYSTEMINTHECHINESEMARKETABSTRACTKoreanfoodservicefranchisebusinessfirmshaverecentlymadeinroadsintotheChinamarket,butnoneofthemhavesuccessfullytakenrootinChinaandcarriedforwardwiththeirbusiness.TheprimarypurposeofthisstudyistoprovidepracticalinformationforthefoodservicefranchisebusinessfirmswhichwishtomakeinroadsintotheChinamarketinthefuture.Therefore,thisstudyattemptstopresentthebackgroundinformationforBBQandhowtihascometohavemadeinroadsintotheChinamarket,itsmethods,andplanstoestablishitselfinthefuture.Accordingly,thisstudymakesatheoreticalinvestigationtothefoodservice,foodserviceindustryandfranchisesystembyareviewofpreviousstudies.Indditionally,itconductsmarketresearchconcerningthecharacteristicsoffoodserviceforChineselocalsaswellasandBBQcustomers’satisfactionindevelopingthefoodservicefranchisesystem.Basedonthefindingsofthemarketresearch,itpresentstheplanfortheKoreanfoodservicefranchisesystemtodevelopitselfintheChinamarketwithafocusontheplantoimproveuponthefranchisingbusinessthatBBQwouldattempttopromoteinthefuture.KoreanfoodfranchisecompaniesmakemarketingstrategiesasfollowstosucceedinoperatingfastfoodbusinessesinChina.First,itshouldthoroughmakeasurveyandplans.Second,itshouldfocusonthefutureconsumerintheChinesefastfoodmarkettodifferentiateitsbrandasnewandluxurious.Third,itshouldusesportsmarketingasitisaveryeffectivetooltopormotethisbrand.Fourth,itshouldmakebetteruseofakoreanentertainmentatmosphereasagoodopportunitytoentereffectivelyintoChinesemarket.Lastly,ThisstudypresentstheplansforBBQtodevelopeitselfintheChinamarketasfollows:First,itisnecessarytoconstructthefoodservicebusinessinadvancebysupplenentatingthedeficienciesarisingfromtheoperationoftheprototypeforthepurposeofdevelopingthefranchisingbusiness.Second,itisnecessarytoactivatetheoprationoffranchiseesbyenhancingtheirlevelofsatisfaction.Third,itisnecessarytoactivatethefranchiseeoperationbyraisingthelevelofcustomersatisfaction.Accordingly,toovercomelimitationsfoundinthesestudiesofthesuccessfulcasesshouldbeconductedbasedontherealbusinessperformancethathasoccurredsinceBBQdevelopedthefranchisebusinessinChina.StudiesontheChinesefoodserviceandfranchiseindustryshouldbeconductedfromdiverseanglesatgovernmentandacademiclevels,andthesestudiesmustestablishingtheirfindingasabodyofliterature.KEYWORDS:koreafoodindustry,franchise,chinamarket,BBQ2005061220050612200506129562004123020041131200420041211DirectchainFranchising1979WTOGENUSISBBQBBQBBQBBQBBQBBQGBBQCPBBQ4——1234BBQBBQBBQMBA111.11.1.1211.1.23SMANUALMBA2211.21.2.1(1)FRCHISEtofreefrancfrancher1850SternandansaryfranchiserfranchiseeSelzsexclusiverights(2)MBA31972198210%9010%GNP71.2.2112(2)1234MBA41.2.31.2.41123MBA54567(2)123(3)12345678(4)12345678MBA62.12.1.11900196019701979198019861988199019941980198519862001198619882002FAMILYRESTAURANT1990200030GNP7%2-1lotteria1979(BURGERKING)WENDY’S.AMERICANADIXIELANDBURGERJACKBURGERPLAZAKFC19701-2MAKENPRINCELIM’SMEXICANBARBEQUEMBA7PIZZA-HUTPIZZ-IN1983KONEYISLAND1985BRKOREABASKIN-ROBBONNSHAAGENDAZS19883%19892-11999lotteriaLotteriaLotteria5149794823500burgerkingDoosanBurgerkong3-4%108262500Mcdonarld’sNewmcMckim30:7051:4988911751900HardeesSejinfoodHardeesfood()3.5%209022180KFCDoosanTrycon()3.2%10841521400PopeyesTSAFC()3.6%10941601166PizzaHutPizzahutkoreaTrycon841601800CicagoPizzaToronakoreaTorona703088DominoPizzad.p.k.Domino()3%89124300MisterPizzaMisterpizzakoreaMister()90110150SbarroPizzaSejinfoodSbarro962LittleCaesarsTaehoungLittlecaesars3.5%963BaskinrobbinsBRkoreaBaskinrobbins33:672085460560HaagendazsHDkoreahaagendazs9113100TCBYTCBYkoreaTCBY947020DairyQueenDQkoreaDUNKIN33:672086150160200042.1.22-220003019961.420005814719971998MBA82-21996199719981999200052117454898654206555000058400012551275121712201472102114923230229602617330323deico20012-39021.4%200244.1%2-3GNP909697989900010246140159123153186201213A%327285287276277275265263B%7010010994104115115116C%214350379340375418433441GNP$58861138510315674485959770900010013%326287287276277275265263A:B:C:19798025%868892972.1.320022-420012501,60086%198750199450012MBA95.142.5%5723.42-419992001/45/2442/12/1500/6541600/559/120000/65000119623/50873/560000/284000570000/233899/20022.22.2.1BBQ60%2-52001010013.8%2000009932.2%001TTLLG016FREETELOKCASH-BAG200114.7%9,60035.8%HARDEES2-686%2-5%%19992000200100/9901/0019992000200100/9901/00Lotteria,mcdonarld’s,burgerking,hardees6,1328,3419,57036.014.77299611,20931.825.8BBQ,KFC,Popeyes4,3665,5406,23126.912.51,3621,7001,82124.87.11049813881158013221382091266130302731382002.2MBA102-6%%19992000200100/9901/0019992000200100/9901/00Lotterialotteria3,5004,6405,40032.616.447060175027.924.8Mcdonarld’SNewmc,mckim1,9002,6402,86038.98.317524432139.431.6BurgerKingdoosan5528611,1005627.862931135021.5HardeesSejinfoodsystem18020021011.152223254.58.76,1328,3419,57034.6514.3757299611,20930.4521.652002.22-7BBQPOPEYES333200112.5%6,2007.1%1,9002-7%%19992000200100/9901/0019992000200