日系大手外食チェーンの海外進出の進展と課題 : 吉野家HDの台湾事業を中心に

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タイトル別名
  • Progress and Challenges in Overseas Expansion by Major Japanese Restaurant Chains : Focusing on Yoshinoya HDʼs Taiwan Business
  • ニッケイ オオテ ガイショク チェーン ノ カイガイ シンシュツ ノ シンテン ト カダイ : ヨシノカ HD ノ タイワン ジギョウ オ チュウシン ニ

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説明

Currently, the restaurant industry in Japan is facing several major challenges. One of the major challenges is the significant decrease in the number of customers and the deterioration of business due to t-he spread of the new coronavirus infection, as is well known. In addition, there is a major issue that can be considered structural in the medium to long term. The population of Japan is expected to decline to 86.74 million by 2060 due to the serious decline in birthrate, and this is a serious problem of population decline (i.e., market contraction). In other words, unlike the population growth we have experienced up until the 20th century, Japan is expected to experience a serious population decline in the medium to long term, which will inevitably lead to a contraction in the restaurant market. In the midst of these severe conditions in Japanʼs restaurant market, the time has come for Japanʼs restaurant industry to seek new growth opportunities in earnest. The growth opportunities will inevitably be in overseas markets, especially in developing and emerging markets in Asia, where population growth is rapid and incomes are rising rapidly. This paper takes up Yoshinoya HDʼs overseas business development as a research case and analyzes it with a focus on the following points. This paper will focus on the following points:（1）overseas store development, trends in profitability, and future issues, and （2） the actual situation regarding the efficient selection of direct store development and franchise development. This paper will examine how Yoshinoya HD has used these strategies to develop its business in the restaurant markets of China, Taiwan, Hong Kong, etc., and discuss the key points of the overseas strategies of Japanese restaurant companies and the challenges of survival strategies under these difficult conditions.

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