應用演化趨勢探討企業服務創新－以台灣速食連鎖餐飲業為例

Abstract

在台灣一提到漢堡或速食店，無不讓人立即聯想到麥當勞、肯德基或漢堡王等。這些速食連鎖餐廳不僅僅是台灣餐飲業的佼佼者，更是全球性知名的國際連鎖餐廳，它們從成立到發展至今都已超過50年以上，所累積的成功經營策略不勝枚舉。然而，這些成熟的企業是否已經走到成長的極限了呢？ 演化趨勢(Trends of Evolution)是系統化創新方法(TRIZ)的其中一項問題解決工具，演化趨勢不但是一個可以用來協助問題解決的工具，還可以做為策略性的系統演化預測。TRIZ是俄文Teoriya Resheniya Izobretatelskikh Zadatch字首的縮寫，意思是「發明性問題解決理論」(Theory of Inventive Problem Solving) ，最早是由蘇聯學者Genrich Altshuller在研究了數以千計的專利後於1946年所提出，起初是用來解決技術性的問題，後來經過許多學者不斷的研究，逐漸發展到其他領域。 本研究是以台灣速食連鎖餐飲業為研究對象，利用演化趨勢工具研究其服務創新，藉以探討現今的競爭優勢以及未來潛在的服務發展方向。

When mentioning hamburger or fast food franchises in Taiwan, people always think of McDonald’s, KFC or Burger King etc. These fast food franchises are not only the outstanding in the Restaurant Industry in Taiwan, but also famous international fast food franchises. All of them have been operating for more than 50 years, and the accumulated successful strategies and operations are too numerous to be counted. However, are these mature enterprises at the end of their growth? “Trends of Evolution” is one of the problem solving tools in TRIZ. It not only can be utilized as a tool to help solve problems, but can also be used as a strategic prediction of system evolution. TRIZ is the abbreviation of Russian “Teoriya Resheniya Izobretatelskikh Zadatch”, which means the ‘Theory of Inventive Problem Solving.’ Genrich Altshuller, the father of TRIZ, firstly announced the foundation of TRIZ in 1946 after studying thousands of patents. At the beginning, TRIZ was used to solve technical problems. Then after several years of work carried out by several TRIZ experts, TRIZ was gradually refined and applied in other domains. In this paper, the author studies fast food franchises in Taiwan, using Trends of Evolution to study their service innovation, and to explore their present competitive strength and potential ways of service development in the future