菲律宾华人快乐蜂集团探析  

Analysis of the Philippine Chinese Jollibee Group

作　　者：吴崇伯[1] 李泳琪 Wu Chongbo;Li Yongqi(School of International Relations/Southeast Asia Research Academy,Xiamen University,Xiamen,Fujian 361005)

机构地区：[1]厦门大学国际关系学院/南洋研究院,福建厦门361005

出　　处：《八桂侨刊》2022年第3期3-13,共11页Overseas Chinese Journal of Bagui

摘　　要：快乐蜂是数十年来菲律宾快餐的代名词,长期主导菲律宾快餐市场,并逐步建立跨国经营网络。快乐蜂集团致力于食物制作流程标准化和服务标准化,将研发美味的食品根植于企业文化,其品牌形象深受消费者喜爱,在菲律宾快餐市场中占据主导地位。全力进军海外市场是快乐蜂集团重要战略之一,主要通过海外并购和开设直营店两种方式建立跨国经营网络。新冠疫情期间快乐蜂集团的经营数据表明,海外市场的业绩表现能够降低新冠疫情的不利影响。持续推动数字化转型是快乐蜂集团另一重要战略,通过品牌网站、移动端应用程序、社交平台、视频渠道创建在线店面,提升场外销售额。新冠疫情期间,场外销售成为快乐蜂集团销售额的主要推动力。Jollibee has been synonymous with Philippine fast food for decades.It has dominated the Philippine fast food market for a long time,and has gradually established a multinational business network.Jollibee Group is committed to the standardization of food production process and service,and roots the development of delicious food in the corporate culture.Its brand image is deeply loved by consumers and occupies a dominant position in the Philippine fast food market.Jollibee Group is mainly through overseas mergers and acquisitions and the opening of direct-operated stores to establish a multinational business network and to fully enter the overseas market.The operating data of Jollibee Group during the COVID-19 shows that the performance of overseas markets can reduce the adverse impact of the pandemic.Continuing to promote digital transformation is another important strategy of Jollibee Group,it creates online storefronts through brand websites,mobile applications,social platforms,and video channels to increase off-site sales.During the pandemic,off-site sales have become the main driving force of Jollibee Group’s sales.

关 键 词：快乐蜂集团 竞争优势 经营现状 新冠疫情 未来发展趋势 

分 类 号：K833.341[历史地理—历史学]