期刊論文

標題 Expansion Trend of Fast Food Franchises in Metro Manila
學年 98
學期 2
出版(發表)日期 2010/02/01
作品名稱 Expansion Trend of Fast Food Franchises in Metro Manila
作品名稱(其他語言)
著者 Chen, Mei-Liang; Chen, Kuang-Jung; Liu, Chu-Mei
單位 淡江大學國際企業學系
出版者 Oregon: Journal of International Management Studies
著錄名稱、卷期、頁數 The Journal of Global Business Management 6(1), pp.29-40
摘要 This study of late 2009 analyzes fast food buying behavior in Metro Manila and compares and contrasts the marketing's four P's of twelve fast food franchises. Fast food franchises dominate the food and beverage industry, and there are currently thirty-two thousand fast food restaurants in Metro Manila. The most commonly used promotion tools of these restaurants are window dressing, free delivery, and radio, TV, and flyer advertisings. The success of Manila's fast food industry lies in its standard processes, limited menus, enhancement of values, speed, swift services, and distribution right. Fast food industry has successfully changed most people's daily habits in many big cities. Nevertheless, fast food franchises are reluctant to develop in suburban areas. Regarding this, there is still plenty of room for fast food industry to expand in the Philippines.
關鍵字
語言 英文
ISSN 1817-3179
期刊性質
收錄於
產學合作
通訊作者
審稿制度
國別 美國
公開徵稿
出版型式 紙本