85度C（美食達人）其組織發展歷程與組織能力複製、擴散之研究

Abstract

＂Enterprise and entrepreneurship＂ is the key issue as well as an important driver on continuing economic growth for a country. The F & B industry (Food and Beverage industry) could start up its business in a fewer capital, and many entrepreneurs choose this industry to run their own business based on the consideration of the start-up capital. The Size of the F&B business tends to be medium small business, and the ＂2008 White Paper on Small and Medium Enterprises in Taiwan＂ indicated that the amount of the Accommodation and restaurant firms occupied 99.7 percentages for the total small and medium enterprises. The 85°C is also initialize its business in a small and medium size, but it keep going improve its competence and replicate the business rapidly to a large size possessing 327 shops under 3 years in the serious competitive environment. Now, there are 34 direct stores and 293 franchising stores in Taipei, and also go its way for international business in overseas market. The speed of reduplicating causes the motivation of proceeding with this research topic. The purpose of this research was to elaborate and explore how to go on the franchise management, how to run the marketing strategy and new product, also to understand how to collaborate the supportive and innovative mechanism for the organizational operation. We also based on the view point of Resource-Based View theory, to explore and analysis the organizational resources of 85°C, and was trying to capture the whole picture on 85°C how to obtain the particulars of chains' competition in detail descriptions. Hope the findings of the research would contribute some inspirations for the best practice as well as the solution for future management of F &B industry.