A Study on the growth strategy of chain stores in Taiwan and Mainland China.

• Main Authors: Shu-Chun Yeh, 葉淑君
• Other Authors: 趙義隆
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/85439490825265990695

碩士 === 國立臺灣大學 === 國際企業學研究所 === 93 === This research explored the related literature of industry of chain store & franchise, internationalization, growth strategy and found out that there were rare studies with respect to the comparison of growth strategies of the companies of Taiwan and Mainland China. Therefore, this research treated the industry of chain store & franchise as the target of research and proceeded with the comparison between the growth strategies of the companies of Taiwan and Mainland China. In order to access to the motives of enterprise growth, the researcher initially reviewed the related literature of industry of chain store & franchise, internationalization and growth strategy and analyzed the variables which affected the strategies of enterprise growth via SWOT model. The researcher also studied how the enterprises selected the models of growth strategy which allowed the persistent development of the companies and established the conceptual structure of this research. In addition, the research further elaborated the definitions of different variables and their connection and finally employed the case study method to proceed with further analysis. The targets interviewed by the researcher were “Kids Castle Educational Corporation”, “KOHIKAN Co. Ltd.” and “Easy Way Co. Ltd”. Upon the research structure, the researcher proceeded with the case study and obtained the following conclusion: When the industries of chain store & franchise established the individual strategies of growth in Taiwan and Mainland China, they were mostly affected by the motives. After evaluating the internal competitive advantage & disadvantage as well as external opportunities and threats, the companies would thus decide the models which were beneficial for the diverse development of the enterprises. The growth motives of the industries of chain store & franchise in Taiwan and Mainland China were upon the attractive market upon the view of industrial organization; thus, the companies would respond to the demands of the consumers in the market with respect to the advantages of value of internal brands, specific Know-how and capacity of product research and the opportunities of external market. Since there was high flow rate of internal employees, lack of senior management, more external competitors, and unclear governmental regulation, the companies of chain store & franchise mostly chose the legal channels to operate and enhance the product research and diverse management, in order to rise the difficulty for entering the industry or employed compound and diverse operation to disperse the managerial risks.