以權變理論探討王品集團之策略配適與經營績效之關聯性

• Main Authors: Ching-Yu Lai, 賴靜玉
• Other Authors: Yu-Shu Peng
• Format: Others
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/05043210866403254813

碩士 === 國立東華大學 === 管理學院高階經營管理碩士在職專班 === 102 === The fundamental purpose of running a business is to gain operating earnings and maximize the company value for shareholders, thus promoting the business performance is a company’s mission as well as an objective demanding continuous efforts. The study adopts the fit concept of contingency theory to discuss the correlation between business performance and internal fit, external fit as well as integrated fit. Using in-depth case analysis of the catering service industry Wowprime’s four brands, namely, Tasty at medium price, Chamonix at high price, 12-hotpot and Hot-spicypot at fair price, the study verifies the correlation between strategy fit and business performance and draws several conclusions as follows: (1) internal fit has positive correlation with performance; (2) external fit has positive correlation with performance; (3) integrated fit has positive correlation with performance. It is found that Wowprime’s core competence lies in the operation of restaurants at medium or high price. When the company decided to enter the fair-priced market segmentation, two entrepreneurship leaders or “lion kings” were sent to cofound 12-hotpot, through which the company’s commitment on the new market segmentation can be observed. Through the operation of the new brand, recognizing that the previous medium-high-price operation mode is no longer suitable for fair-priced brands which are featured with rapid and organizational scale wars. Wowprime establishes a project team to initiate a radical organizational change to reorganize its operational process for cost optimization. Standardizing and simplifying all the works of operation, personnel administration, finance and procurement activities with e-management, Wowprime aims to enhance the operational efficiency of fast-built subsidiary restaurants. Perceiving that an operation mode shall be worked out for fair-priced brands, the mindset and the business model based on Wowprime’s brands at high price are deliberately abandoned to get rid of trapping into the old habits and organizational inertia, so that core competence of the fair-priced brand business can be really constructed. With a look at the current situation, increasing catering service companies are following the Wowprime’s mode to operate multiple brands, using the same resources and capabilities to replicate numerous brands. This study uses the case of 12-hoppot to provide references for related catering service industry so as not to make successful experience become a stumbling block of developing a new brand or business.