餐飲業家庭市場行銷 台灣麥當勞個案探討 - 政大學術集成
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(2) 1955. Ray Kroc 1984. Family. ‧. ‧ 國. 學. 、. 4C. 4C. n. al. 4C. 2003. Ch. 、. 4C 4C. er. io. sit. y. Nat 4C. ”. 政 治 大. 立 Program). ”. engchi. 4C. ii. i n U. v. 4C 4C.
(3) Abstract Since Ray Kroc built up McDonald’s in 1955, Family has been the core foundation of McDonald’s business. McDonald’s has established true loyalty with family customers by engaging and interacting with them at every touch point. McDonald’s Taiwan was established in 1984. Since then, it has been cultivating the family market to become the first choice of parents and kids. It occupies not only the top position of market share but also mindshare. Because of the rapid expansion of McDonald’s business worldwide, McDonald’s is confronting the first ever decrease of unit store profit. In reaction to this downturn, McDonald’s decided to slow expansion speed and take a step back to re-think and re-position its’ brand. McDonald’s launched. 政 治 大 shifted to Young Adults. Because of this shift and the growing anti-fast food 立 trend, McDonald’s family marketing has faced its biggest challenge ever.. the “i’m lovin’ it” brand campaign globally. Their brand communication focus. ‧ 國. 學. This case study adopted qualitative research, interviewed top management in McDonald’s Taiwan and supported by theoretical structure to. ‧. analyze this case. The exchanging value of family market influenced the equity of mother brand. Changing the position of the mother brand has also. y. Nat. sit. affected the value delivery of family market. The main objectives of this thesis. er. io. are firstly to understand how McDonald’s has utilized family marketing to build. al. v i n the change of mother brand positioning affected the equity of family marketing Ch U i e h n c g building. Finally, what strategies McDonald’s should use to tackle these n. equity of family market and be beneficial to the mother brand. Secondly, how. critical issues. While McDonald’s enhanced the 4C value of family marketing, it also added the 4C value of mother brand. 4C value of family market would transfer and become the equity of mother brand. However, when the brand focus changed, corporate had to re-allocate resources. At this point, the 4C value of mother brand was not totally constituted by 4C value of family market. That is to say, family marketing shared less resources and delivered less 4C value to family market. The incomplete 4C value of family marketing will go back to affect the 4C value of mother brand in the end.. iii.
(4) To manage a brand, marketers should resolve the root causes instead of just alleviating the symptoms. To deal with root causes, can corporate leave the side effects away. Besides, when corporate shifts the core competence to another area, they should re-consider resource allocation and migrate the core competence to better fit the new challenges. It is to secure the foundation of the business and sustainability of the corporation. Last but not the least, to incorporate social possibilities in corporate strategies will create the competitive advantage and have a positive impact on our society. Holding a shared vision with the society, working as a team with other partners, and elaborating the best synergy of human kind - that is how corporate social responsibilities will work in the future.. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. iv. i n U. v.
(5) .............................................................................................................. ii Abstract ........................................................................................................ iii .......................................................................................................... vii ......................................................................................................... viii ................................................................................................... 1 ................................................................................... 1 ................................................................................... 2 ................................................................................... 3 ................................................................................... 3. 政 治 大 ............................................................................................ 5 立. ‧ 國. ..................................................... 5. 學. 4C. ............................................................................ 9. ‧. .............................................................................. 10. Nat. ................................................... 14. Ch. engchi -. v.s.. v. ............................................... 15. n. al. er. io. sit. y. ....................................................... 14. 4C. i n U. ....................... 17. ................................... 22. ................................................ .......22 ................... ........ 23. 1988. ~2003. ............................ ........ 25. 2004. ~2011. ........................ ........ 33. ...................................................................................... 46 ............................................................... ........ 46 v.
(6) ......................................................... ........ 48. ...................................................................................................... 65. ...................................................................................................... 68. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. vi. i n U. v.
(7) 1. .................................................. 7. 2. 4C. 4C. 3. 4C. 4. ............... 31. ..................................... 32. 4C. 4C. 5. 4C. ............... 43. ..................................... 44. 6. ........................................................................... 54. 7. .................................................................................. 55. 8. .................................................................................. 56. 9. .................................................. 57. 10. 立. 11. CSR. .................................. 59. ................................................................... 60. ‧. ‧ 國. 學. io. sit. y. Nat. n. al. er. 12. 治 政 ......................................................... 58 大. Ch. engchi. vii. i n U. v.
(8) 1. .....................................................................5. 2. .................................................................................9. 3. ............................................................................... 11. 4. ................................................................................... 39. 5 2010. .................................................. 61 ................................................................... 62. 6 7. %. 8. ............................. 63. ................................................................... 64. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. viii. i n U. v.
(9) Ray Kroc. 1955. 政 治 大 1990. 立. 2000. ‧ 國. 學 5,200. ”. 118. sit. io. n. er. 1984. al. 1992. ‧. ”. Nat. 3,100. 、. 1989. y. 1955. Ch. engchi. i n U. v. 2000. 2003. ”. ”. 1. 2003.
(10) 2010 2011. ( ). 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Family Program). :. 2.
(11) 4C 4C. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 、. 3. i n U. v.
(12) 1997. 4C. 4C. 2004. 4C. 2004. 2010 ” 4C. ” 4C 4C. 立. 政 治 大 CBI. ‧. ‧ 國. 學. (Consumer and Business Insights). n. er. io. sit. y. Nat. al. Ch. engchi. 4. i n U. v.
(13) 4C. 立. ‧ 國. 4C. 學. 4C. 政 治 大 (2006). 4C. ‧. (Cost). n. er. io. sit. y. Nat. al. 1. (2006). Ch. engchi. -. (Cost of Utility). 5. i n U. v. 4C.
(14) (1) (2). 立. 政 治 大. Nat. n. al. er. io. sit. y. ‧. ‧ 國. 學 (Cost of Information Search). Ch. engchi. i n U. v. A B. (Cost of Moral Hazard) 6.
(15) 立. to B 政 B治 大. ‧. ‧ 國. 學. (Cost of Asset Specify). B to C. n. er. io. sit. y. Nat. al. Ch. engchi. 7. i n U. v.
(16) DIY. 政 治 大. 立. ‧ 國. 學. (2006). -. ‧. 4C. io. n. al. 4C. Ch. engchi. 4C. 8. sit. y. Nat 4C. er. 1. i n U. v.
(17) Porter(1980). 進入者的. ‧ 國. 學. 替代品的. ‧ y. Nat. io. n. al. sit. Porter(1980), Competitive Strategy. er. 2. 購買者的議價能力. 供應商的議價能力. 立. 政 治 大. v. (Bargaining Power of Suppliers). Ch. engchi. i n U. (Bargaining Power of Buyers). 9.
(18) (Threat of New Entrants). 立. 政 治 大 (Threat of Substitute Products or Services). ‧. ‧ 國. 學 er. io. sit. y. Nat. (Rivalry Among Existing Competitors). n. al. Ch. engchi. 10. i n U. v.
(19) 粘 粘. Hamel and. Prahalad(1990). 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. 1. 2. 3 a. 4. C h5. 6. 7. engchi b. i 8n U c. v. 9. 10. 11. 12 d. B. A. 3. Prahalad and Hamel(1990), The Core Competence of the Corporation. 11.
(20) 粘 粘. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. 粘 粘. Ch. engchi. 粘 粘. 12. i n U. v.
(21) 粘 粘. 立. ‧. ‧ 國. 學. io. sit. y. Nat. n. al. er. 粘 粘. 政 治 大. Ch. engchi. 13. i n U. v.
(22) 2007 70.2. 330. (2007). 20. 1,709. 20 20 政 治 大. 立. ‧. ‧ 國. 學. 99. n. er. io. al. sit. y. Nat 1.8‰. 98. 6. 1.2. Ch. e99n g c h i. i n U. 2,316. v. 0.9‰(. 6). 13. 2008. 8.6%(. 7). (. 90. 3.29. 99. 8). 14. 10. 2.92. (.
(23) 政 治 大. 立. ‧. ‧ 國. 學 sit. y. Nat. n. al. er. io. Wut and Chou(2009). Ch. engchi. 15. i n U. v.
(24) Just Kid Inc. CEO, Carey(2008) 1. (Joy of Life). (Healthy Living). (Adult involvement). (Empathy). (Empowerment). (Security). 立. 政 治 大. ‧ 國. 學. (Self-aware). ‧. n. al. er. io. sit. y. Nat. (Altruism). Ch. engchi. i n U. v. Penn, Schoen & Berland Association Inc.(2007) 2. 1. (Informal Eating Outlet). Carey George, 30 June 2008, McDonald’s APMEA Regional Marketing Conference Penn, Schoen & Berland Association Inc., 2007, Messaging Happy Meals to Moms Research 16. 2.
(25) 1971. 1977. 1984. 1988. 學. Porter(1990). ‧. ‧ 國. 立. 28 治 政 大. /. n. er. io. sit. y. Nat. al. (Accessibility). Ch. engchi. i n U. v. 23. (Availability). 1989. 618. . 2011. 350 (700~900. ). 5%~9%( 17. 9).
(26) 22%( 5). 1.5. (. 7). . ”. 立. 政 治12,000,000 大. ” 5,000. ”. ‧. Hello Kitty. 學. 1999. Hello Kitty. n. al. er. io. sit. y. Nat . ~19,000,000. 6). ‧ 國. (. ”. Ch. engchi. i n U. v. -“ ” 2~3. 18.
(27) 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. (QSR, Quick Service Restaurant). / (. ). 19.
(28) . . 立. 政 治 大. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat. . Ch. engchi. i n U. v. One Stop Shopping. ( 20. 10).
(29) 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 21. i n U. v.
(30) -. 4C. 1971. 4C. 立. 政 治 大. ‧ 國. 學 ‧. v.s.. n. er. io. sit. y. Nat. al. (. Ch. engchi. ). (. i n U. v. ) DNA. (Adoption). (Adaptation) (Innovation) …. 22.
(31) (Local Relevancy) (Children’s Well-being) 14. 立. 1971. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 49% Fast Track3 ”. 3. ”(Place Children Enjoy). Fast Track 23. -.
(32) McCafé. 99%. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. ” ”. v. ”. ”. ”. ”. ” ” 2003. ”. ” -. Young). i’m lovin’ it(. ). ”it” 24. (Forever ". ”.
(33) it ”. ”. ”. ”. ”. 立. ”. 政 治 大 4C. ‧. ‧ 國. 學. 1988. 4C. ~2003. sit. y. Nat. n. al. er. ~2003. io. 1988. Ch. engchi. i n U. v. (Regional) (Global). 25.
(34) (STAR)4. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. (Share of Voice)( 4. STAR 26. i n U. v. 11).
(35) 8. 350. 1.5. 立 (. 政 治 大 7). ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 27. i n U. v.
(36) ( ). 立 ”. 學. ‧ 國. ”. 政” 治 大. ”5. ‧. n. er. io. sit. y. Nat. al. C h(1997 ~2004 engchi. i ) n U. -. ”. 5. 1996 28. v. ”.
(37) (Golden Moment)6. 1998. ~2002. 40. 立. 政 治 大. ‧ 國. 學 ‧. 1989. n. er. io. sit. y. Nat. al. Ch. engchi. 6. 29. i n U. v. 618.
(38) ”. ” ”. 立. ”. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 30. i n U. v.
(39) 4C. 4C. 4C. 4C. . . . . 立. 政 治 大. 學 ‧. ‧ 國. . io. sit. y. Nat. . n. al. er. 2. . Ch. engchi U. v ni . ” ” ”. . 31. ”. ”. ”.
(40) 3. 4C. 4C. 4C. . . . . ex:. 立. ,. . 政 治 大 . ‧ 國. . . . al. . sit. io. n. er. Nat. y. ‧. . 學. . Ch. engchi. i n U . . . . 32. v.
(41) 2004. ~2011. 1995. ~2000. (. ). 2002 2003. 15. 1965. 12. 10. (. 8). ” 治” 政 大. 2003. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. “ Adults)7. ”. Ch. 1984. engchi. ”. i n U. v. ”. ”. (Young ”. ” “. 7. Teens: 15~19 YANKS: 20~34 Parents: 3~9 OANKS: 35. ”. Teens, YANKS, Parents and OANKS 3~9 3~9 33. :. ”.
(42) 立. ‧. ‧ 國. 學. 3~6. 3~6. n. al. er. io. sit. y. Nat. 3~9. 政 治 大. Ch. engchi. 34. v i n U 2008. 8.
(43) (Cartoon Network) 2007. 7~14. 85%. 45%. 政 治 大. 2010. 立. (. ‧. ‧ 國. 學. io. n. al. (. Ch. engchi. i n U. v. ”(Lee, 2008, Marketing). 8. ). er. ”. sit. y. Nat. ASOY8. 11). ASOY(Adult Support of the Youth) 35. 2003.
(44) (2004. ~2010. ). ”. ”. : 2010. 立. 11 政 治 大. ‧. ‧ 國. 學 ”. n. al. er. io. sit. y. Nat. Inside Counsel(2011). C” h. engchi. i n U. v. Inside Counsel(2011). ”. 36. ”.
(45) 、. . 2004. 立. 治 政 大 2008. ‧ 國. ‧. n. al. er. io. sit. y. Nat. . ”. 學. . ”. Ch. engchi. i n U. v. . 、. 2009. 37.
(46) 政 治 大. 立. -. n. al. er. io. sit. y. Nat 1997. ‧. ‧ 國. 學. M. Ch. engchi. i n U. v. ”. ” 、. ” ” 2007. 269 38. ”.
(47) ”. 2011. 3. 8. 1,896. 20,836. 2003. 政 治 大. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. 4. Ch. engchi. APMEA. i n U. (Nov., 2009). 39. v. 粘. 粘.
(48) Adverting Age. 立. 治 政 大 “. ‧ 國. 學 Technomic’s 2009 Kids and. ‧. ”. er. io. sit. y. Nat. Moms Consumer Trend Report. n. 6~9 a l 80% v i n Ch engchi U. . 2008 9. 9. : 1. Communicate to children balanced food choices that fit within a child's nutritional needs. 2. Use our licensed characters and properties to encourage activity and balanced food choices for children to make food, such as fruit and vegetables, fun to eat. 3. Promote to children positive messages that support their well-being, body, mind and spirit. 4. Provide the nutritional information of our food to help parents and families make 40.
(49) 417. 1/3. Ms. Dillon. ”. ”. . 立. 政 治 大. ‧. ‧ 國. 學 2006. McCafé. n. al. er. io. sit. y. Nat. McCafé. Ch. engchi. i n U. v. informed food choices for their children. 5. Engage the support of subject matter experts and informed third parties to help guide our efforts for children and families worldwide. 41.
(50) 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 42. i n U. v.
(51) 4C. 4C. 4C . “. ”. . 立. 4C . . 政 治 大 . 學 ‧. ‧ 國. . io. sit. y. Nat. . n. a l. er. 4. Ch. engchi. . 43. i n U. v.
(52) 5. 4C. 4C. 4C. . . . . . . 立. 政 治 大. . . ‧. ‧ 國. 學. . io. n. a l. . er. . sit. y. Nat. . Ch. engchi. . i n U. v. . ( ). . . 44.
(53) . . . 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 45. i n U. v.
(54) 2003. ”. ~2003. 立. 政 治 大. 學 ‧. ‧ 國 io. sit. y. Nat. n. al. er. 1988. ”. Ch. engchi. 46. i n U. v.
(55) 4C. 4C 4C. ”. ”. 立. 政 治 大. 學 ‧. ‧ 國 io. sit. y. Nat. n. al. er. 2003. 4C. Ch. engchi. 47. i n U. v.
(56) ”. ” 4C. 4C 4C. 4C 4C. 4C 4C. 立. 政 治 大. ‧ 國. 學. Cause). (Root. 4C. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. (Ethical Marketing) (Vulnerable). 48.
(57) STP (Segment, Target and Position). 4P (Product, Price, Place,. Promotion). 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 49. i n U. v.
(58) 立. 政 治 大. ‧ 國. 學 ‧. McCafé. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. McCafé McCafé. 50. v.
(59) (Originality and Authenticity). (True Loyalty). 立. 政 治 大 潢. 、. (. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. ). Ch. n U engchi. iv. 、 51. (.
(60) Porter(2006). 立. 政 治 大. 學. ‧ 國. (Social Business Enterprise) 60. Kotler(2010). (Consumer-centric). ‧. (Product-centric). n. al. er. io. sit. y. Nat. (Human-centric). Ch. engchi (. 52. i n U ). v. (. ).
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(62) 粘 (. 94 95 96 97 98 99 1. 2. 3. 4. 5. 6. 7. 8.. (‰潢 0.22. 22,405,568 22,520,776. 5.77 5.13. 5.94 5.29. 22,604,550. 3.71. 22,689,122 22,770,383. 3.73 3.58. 22,876,527 22,958,360 23,037,031 23,119,772 23,162,123. 覷5-64. (. 65. =覷00潢. (. 潢. (. 潢. 21.11. 70.26. 8.62. 104.66. 42.32. 30.05. 12.27. 40.85. -0.17 -0.16. 20.81 20.42. 70.39 70.56. 8.81 9.02. 104.36 104.08. 42.07 41.72. 29.56 28.94. 12.51 12.78. 42.33 44.17. 4.27. -0.55. 19.83. 70.94. 9.24. 103.84. 40.97. 27.95. 13.02. 46.58. 3.59 2.92. 0.14 0.65. 19.34 18.70. 71.19 71.56. 9.48 9.74. 103.53 103.16. 40.48 39.74. 27.16 26.14. 13.31 13.60. 49.02 52.05. 4.65 3.57 3.42. 3.01 2.76 2.40. 1.64 0.81 1.02. 18.12 17.56 16.95. 71.88 72.24 72.62. 10.00 10.21 10.43. 102.72 102.28 101.89. 39.12 38.43 37.70. 25.21 24.30 23.34. 13.91 14.13 14.36. 55.17 58.13 61.51. 3.59 1.83. 2.07 0.91. 1.52 0.92. 16.34 15.65. 73.03 73.61. 10.63 10.74. 101.34 100.94. 36.93 35.85. 22.38 21.26. 14.56 14.59. 65.05 68.64. =( =( = =( =(0-14 =(0-14 =(65 =(65. 0-覷4. )÷. ×1,000 ×1,000. )÷ + / )*100 +65 )/(15-64 )/(15-64 )*100 )/(15-64 )*100 )/(0-14 )*100. 立. 6. 政 治 大 )*100. ‧. ‧ 國. 學. Nat. y. 93. (‰潢 8.08. io. sit. 9覷 9饋. (‰潢 8.31. n. al. er. 89 90. 22,276,672. ). Ch. engchi. 54. i n U. v.
(63) 粘粘. 粘. 覷0.粘. 粘. 粘粘 粘粘粘粘粘. 粘. 粘. 粘. 粘. 粘. 粘覷999. 粘饋000. 粘饋00覷. 粘饋00饋. 粘饋003. 粘饋004. 粘饋005. 粘饋006. 粘饋007. o燿oo 粘饋008. 12.9. 13.8. 11.7. 11.0. 10.1. 9.6. 9.1. 9.0. 8.9. 8.6. 20.3. 21.7. 20.6. 19.6. 19.2. 19.3. 18.7. .... .... .... 14.4. 14.3. 14.5. 14.2. 14.2. 14.1. 14.0. 13.9. 13.7. 13.6. 23.9. 22.6. 22.2. 21.7. 21.9. 20.1. 18.5. 18.1. 17.6. 17.5. 26.1. 25.8. 25.4. 25.0. 24.8. 24.1. 23.8. 23.5. 23.1. .... 12.8. 13.7. 11.8. 11.4. 10.5. 10.3. 10.2. 10.3. 10.3. 10.2 8.7. 9.4. 9.5. 9.3. 9.2. 8.9. 8.8. 8.4. 8.7. 8.6. 13.2. 13.4. 11.6. 10.3. 10.2. 9.8. 8.9. 9.2. 10.0. 9.4. 14.6. 14.0. 13.4. 12.9. 12.4. 12.3. 12.4. 12.1. 12.1. 12.1. 23.1. 22.8. 22.4. 22.1. 21.8. 21.4. 21.1. 20.9. 20.5. 20.2. 14.1. 14.0. 14.1. 14.0. 14.0. 14.3. 14.3. 13.9. 11.0. 10.6. 10.5. 10.5. 10.6. 10.7. 10.6. 10.7. 11.0. 11.2. 粘. 粘. 23.6. 23.1. 22.7. 22.3. 21.9. 21.4. 21.0. 20.7. 20.4. 20.0. 粘. 粘. 19.1. 19.3. 18.6. 18.7. 18.6. 19.4. 18.6. 18.4. 18.3. 18.1. 21.2. 20.9. 20.7. 20.5. 20.2. 20.0. 19.6. 19.3. 19.0. 18.7. 10.0. 10.2. 10.7. 11.1. 11.2. 11.2. 11.7. 11.7. 11.9. 11.1. 11.0. 10.8. 10.7. 10.9. 11.0. 11.0. 11.2. 11.1. 11.2. 13.3. 13.2. 12.6. 12.2. 12.4. 12.4. 12.3. 12.6. 12.4. 12.7. 11.9. 11.5. 11.3. 11.3. 11.7. 12.0. 12.0. 12.7. 12.9. 9.3. 8.9. 9.0. 8.6. 8.5. 學. 12.4. 9.4. 8.3. 8.2. 8.3. 8.3. 9.8. 9.8. 9.4. 9.7. 9.5. 9.7. 9.5. 9.4. 9.2. 9.3. 11.0. 11.0. 10.0. 9.9. 9.8. 9.9. 9.8. 9.8. 9.9. 10.0. 12.9. 13.3. 13.1. 12.9. 12.8. 12.8. 12.8. 13.1. 12.8. 12.9. 12.7. 13.0. 12.6. 12.5. 12.3. 11.9. 11.5. 11.3. 11.1. 11.2. 9.1. 9.4. 9.4. 9.3. 9.4. 9.7. 9.5. 9.5. 9.5. 9.6. 粘. 9.5 13.1. 粘. 粘. 14.9. 9.9. 10.0. 10.1. 10.5. 10.7. 10.8. 11.0. 11.0. 11.4. 13.0. 12.7. 12.8. 12.6. 12.6. 12.7. 12.8. 13.5. 13.8. 14.4. 13.7. 13.9. 14.2. 14.0. 14.1. 15.1. 15.1. 14.7. al. n. 覷. 饋. 粘粘粘粘粘粘粘粘粘粘3. 粘粘粘粘粘粘粘粘粘粘4.. 饋008 饋007-饋008. y. 粘. io. 粘. Nat. 粘. Ch 饋008. engchi. 7. 55. sit. 粘. 立. 10.3. 政 治 大. er. 粘. ‧ 國. 14.4. 粘. ‧. 14.2 粘. i n U. v.
(64) 粘粘粘粘粘粘粘粘 粘粘. 粘 (. 潢. 粘粘粘粘粘粘粘粘. 粘粘 (. 粘99. 覷0 粘覷 粘覷 粘饋 粘饋 粘3 粘3 粘4 粘4 粘5 粘5 粘6 粘6 粘7 粘7 粘8 粘8 粘9 粘9 覷0. 0.23. 0.01. 0.45. -1.30. 立. 8. 粘. ( 潢 3.29 3.25 3.21 3.16 3.12 3.09 3.06 3.01 2.96 2.97 2.96 2.96 2.92 2.96 2.96 2.95 2.95 2.94 2.94 2.93 2.93 2.92 2.92. (‰潢粘 11.65 11.02 10.06 9.56 9.06 8.96 8.92 8.64 8.29 0.76 0.76 0.79 5.89 0.67 0.53 0.68 0.58 0.56 0.55 0.55 0.59 0.59 0.58. ( 潢 127,647 128,636 130,801 135,092 139,398 135,839 141,111 143,624 143,582 11,476 11,450 12,710 120,441 12,496 11,150 13,943 12,125 11,379 11,714 12,259 12,184 11,722 11,469. (‰潢粘 5.71 5.73 5.80 5.97 6.13 5.95 6.16 6.25 6.22 0.50 0.50 0.55 5.21 0.54 0.48 0.60 0.52 0.49 0.51 0.53 0.53 0.51 0.50. ( 潢 132,707 118,894 96,269 81,327 66,456 68,620 63,303 55,109 47,728 6,098 6,106 5,503 15,824 3,107 1,214 1,807 1,246 1,523 1,008 409 1,577 1,915 2,018. (‰潢粘 5.94 5.29 4.27 3.59 2.92 3.01 2.76 2.40 2.07 0.26 0.26 0.24 0.68 0.13 0.05 0.08 0.05 0.07 0.04 0.02 0.07 0.08 0.09. ( 潢 170,515 172,655 171,483 131,453 141,140 142,669 135,041 154,866 117,099 11,321 10,188 13,946 112,020 14,345 9,034 11,425 12,217 12,501 9,224 9,177 5,447 15,843 12,807. (‰潢粘 7.63 7.69 7.60 5.80 6.21 6.25 5.89 6.73 5.07 0.49 0.44 0.60 4.84 0.62 0.39 0.49 0.53 0.54 0.40 0.40 0.24 0.68 0.55. 3.48. -12.39. -0.85. 0.85. 0.03. -56.19. -0.89. 20.50. 0.81. ‧. ‧ 國. 學. io. n. Ch. 粘粘粘粘粘粘粘 粘粘. ( 潢 260,354 247,530 227,070 216,419 205,854 204,459 204,414 198,733 191,310 17,574 17,556 18,213 136,265 15,603 12,364 15,750 13,371 12,902 12,722 12,668 13,761 13,637 13,487. Nat. al. 粘. 潢. 政 治 大. -0.05. 粘. (%潢 42.33 44.17 46.58 49.02 52.05 55.17 58.13 61.51 65.05 64.46 64.80 65.05 67.94 65.41 65.70 65.94 66.20 66.47 66.72 67.01 67.30 67.58 67.94. y. 覷0 覷覷 覷饋. (‰潢粘 5.79 5.14 3.72 3.74 3.58 4.66 3.58 3.43 3.59 0.50 0.48 0.46 1.35 0.21 0.14 0.14 0.09 0.11 0.12 0.18 0.11 0.05 0.21. 粘. sit. 90 9覷 9饋 93 94 95 96 97 98. 潢 ( 潢 ( 潢 22,406 11,442 10,964 22,521 11,485 11,035 22,605 11,515 11,089 22,689 11,542 11,148 22,770 11,562 11,208 22,877 11,592 11,285 22,958 11,609 11,350 23,037 11,626 11,411 23,120 11,637 11,483 23,098 11,632 11,466 23,109 11,635 11,475 23,120 11,637 11,483 23,151 11,634 11,517 23,125 11,637 11,487 23,128 11,637 11,491 23,131 11,637 11,495 23,133 11,636 11,498 23,136 11,635 11,501 23,138 11,635 11,504 23,142 11,635 11,508 23,145 11,634 11,511 23,146 11,633 11,513 23,151 11,634 11,517. 粘粘粘粘粘粘粘粘. er. (. 粘粘粘粘粘粘粘粘. 粘粘. engchi. 56. i n U. v.
(65) 2006. 2007. 2008. 2009. 2010. 9.0%. 7.9%. 7.2%. 6.1%. 5.5%. 9. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 57. i n U. v.
(66) (2011. 4. ). QSR. 350 123 42 185 Pizza 159 136. 政 治 84大 CVS. 7-11. 學. ‧ 國. 立. 4,751 2,649. ‧. 1,266 Coffee. n. Ch. i n U. 325. engchi. 10. 58. er. io. C. sit. y. Nat. a85 l. 238. v.
(67) (Share of Voice) 2002 81% 19%. 2003 100% 0%. 2004 87% 13%. 2005 73% 27%. 2006 69% 31%. 2007 94% 6%. 2008 89% 11%. ACNielsen. 立. 政 治 大. 學 ‧. io. sit. y. Nat. n. al. er. 11. 2001 87% 13%. ‧ 國. 2000 69% 31%. Ch. engchi. 59. i n U. v. 2009 98% 2%. 2010 100% 0%.
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(69) 2010. Teens 11%. Oanks 22% Oanks Parents. Yanks 45%. 5. 立. Parents 22%. Yanks Teens. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 61. i n U. v.
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(71) %. HM. GC / Sales. Non HM. AC Index(Avg.). 100%. 2.0. 80% 60%. 1.5 88. 89. 89. 90. 1.0. 40% 0.5. 20% 11/16. 11/17. 2004. 2007. 1.5. 學. 13%. 9%. ‧ y. Nat. io. sit. 7. 9/13. 治 2006 政 2005 大. ‧ 國. 立. 9/14. n. al. er. 0%. Ch. engchi. 63. i n U. v. 0.0.
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(73) . (. . ). 2010. 2008 99. http://sowf.moi.gov.tw/stat/week/week10002.doc . 2008 http://sowf.moi.gov.tw/stat/national/j010.xls. . 2010. -. 政 治 大 2007. http://sowf.moi.gov.tw/stat/indices/list.xls. 立. 2007. 2009. . 2007. . 2008. TW. ‧. io. sit. Nat. al. n. . -. 2007. y. . -. ‧ 國. 2006. 學. . er. . Ch. engchi. 6. i n U. v. 330. http://www.gvm.com.tw/Board/content.aspx?ser=13117 . 2008. 8. p122. . Rothacher, Albrecht, 2006. . Anonymous(2011), “BEST OF THE BLOGS: Stuart Smith on McDonald’s 65.
(74) Happy Meals,” Marketing Week. London, 6 Jan., 9. . Anonymous(2010), “No, You Can’t Have That Stuff, It’s Junk: Happy Meals Ban,” The Economist(Online), 5 Nov., London.. . Barney, Jay B.(1995), “Looking Inside for Competitive Advantage,” Academy of Management Executive, 9(4), 49-60. . Kotler, Philip and Hermawan Kartajaya and Iwan Setiawan(2010), Marketing 3.0. New Jersey: John Wiley & Sons, Inc.. . Lee, Jeremy(2008), “Brushing Up on Parenting Skill,” Marketing, 9 July,. 政 治 大 Morrison, Maureen(2010), “Just How Happy Does The Happy Meal Make 立. 17. . McDonald’s?” Advertising Age, 81(42), 29 Nov., 2-41.. ‧ 國. 學. . MacArthur, Kate(2001), “The Sad State of The Happy Meal,” Advertising. ‧. Age, 72(26), 25 Jun., 1-43.. Porter, Michael E.(1980), Competitive Strategy. Free Press.. . ----(1985), Competitive Advantage. Free Press.. . ----( 2008), “The Five Competitive Forces that Shape Strategy,” Harvard. n. . sit. er. io. al. Business Review, Jan.. y. Nat. . Ch. engchi. i n U. v. ----(1979), “How Competitive Forces Shape Strategy,” Harvard Business Review, March-April. . Porter, Michael E. and Mark R. Kramer(2006), “Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility,” Harvard Business Review, Dec.. . Prahalad, C.K. and Gary Hamel(1990), “The Core Competence of the Corporation,” Harvard Business Review, May-June.. . Sterrett, David(2008), “Apple Dippers for small fried.,” Crain’s Chicago Business, 31(10), 10 Mar.,1-8. 66.
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