快乐蜂的国际扩张.pdf

经济学院：杨筱 吴晚红 严嘉祺 周年红
通信与信息工程学院：孙褒
快乐蜂公司简介
 快乐蜂（Jollibee，PSE: SMPH）
主营连锁快餐业，提供有热狗、
汉堡和炸鸡等传统西式快餐，供
应的可乐为百事可乐。截至2009
年10月底，快乐蜂旗下餐饮品牌
在全球已拥有1,859家餐厅，其中
包括322家海外连锁店。2007年全
面收购的永和大王和2008年收购
的宏状元这两大品牌。目前这两
个品牌在中国大陆的连锁店已达
到197家，占快乐蜂全球销售额的
约９％。2008年3月，快乐蜂登陆
中国广东深圳，成为中国首家快
乐蜂公司。
案例内容
公司的历史
麦当劳：汉堡之争
行业背景
进军海外：1986—1997年
国际化的一个新纪元： 1997年
growth history of Jollibee
 Jollibee is a famous fast-food chain in the
Philippines, Was founded by the Chan Kok (TTC) in
1975.
 In the beginning, Jollibee has Implemented
diversification strategy under the ice cream trends，
has developed a series of popular fast food for the
style tastes of the Filipino, So Jollibee become the
Philippine fast-food industry's dominant firms，And
successfully Beat the McDonald's invasion。
 The mid-1980s，Jollibee began to expand overseas，
The early experienced several failed，provided
valuable experience and lessons learned for the
development of the company。
 In 1993，The company decided to massive expansion
to international markets，Hired Tony Kitchner，A
Jollibee Features
 The company's name comes from Chen Juezhong has
a better vision for the company's employees happy
and efficient work like bees in a hive。
 within the company always show a atmosphere of
courteous and friendly。Friendly relations throughout
the organization。
 in addition there are delicious food, happy atmosphere,
the flexibility to meet the needs of consumers, and
Family-focused。
 Jollibee Be able to available all these to consumers by
an acceptable price，The key to this ability is a very
advanced business management ability。
快乐蜂公司迅速地在整个菲律宾进行了扩张
年份 总销售额 年末店 公司自有 特许经营
百万比索 的总数 店的数量