餐飲空間設計的文化差異思考－以薩莉亞義式連鎖餐廳台灣分店為例

Cultural Differences in Restaurant Design: Using SAIZERIYA Taiwan Branch for Example

陳歷渝(Li-Yu Chen) ； 張亦忻(Yi-Hsin Chang)

《傳承與創新-文化混血的設計創意》 十五屆 (2016/12) Pp. 553-567

https://doi.org/10.6678/IICHC.2016.37

摘要

當連鎖餐飲品牌發展到一定規模後，相較於國內市場的飽和，全球市場更具開發潛力，於是前往其他國家拓展市場便成為連鎖餐飲品牌壯大的必經之路。本研究針對薩莉亞台灣分店與日本分店之展店位置、空間需求、品牌形象、空間元素做比較分析，探討薩利亞集團進入台灣市場時如何因應不同的文化差異及用餐習慣進而調整品牌市場定位與空間配置。主要論述內容有幾個部分：一.分析由日本人經營之義式連鎖餐廳，經過文化融合後對餐廳空間配置的影響。二.為探討連鎖品牌在進入海外市場時，如何因應不同文化而調整品牌定位，進入在地化的歷程。三.分析同一連鎖餐飲品牌之店面空間配置與設計元素，在本國與他國間之差異，歸納品牌在地化所需經過的歷程。希望藉由探討異國餐廳與在地文化融合後的呈現以及進入新的海外市場後如何因應當地文化進而轉變品牌形象，進一步擷取其成功經驗與市場行銷模式，提供我國連鎖餐飲業者參考。

關鍵字

文化 ； 連鎖餐廳 ； 品牌 ； 室內設計 ； 在地化

並列摘要

When the chain catering franchise brands have been in a certain scale, the global markets have more development potential compared to the saturation of the domestic market, so to expand the market in other countries has become the way to strengthen the chain catering franchise brands. Based on the comparative analysis of the location, space requirement, brand image and space elements of Saizeriya in Taiwan and Saizeriya in Japan, this study aims to explore how to adjust the brand's market positioning and space allocation according to cultural differences and dining habits while Saizeriya entering the Taiwan market. The main content of this thesis is divided into several parts: First, it analyzes the influence to the restaurant's space allocation after the Italian chain restaurant that is operated by Japanese undergoing cultural integration. Second, it aims to explore how to adjust the brand positioning according to different cultures to enter the process of localization when the chain brands enter the overseas markets. Third, it is to analyze the difference in space allocation and design elements of the same chain catering franchise store between the native and other countries, summarizing the required process to the brand's localization. This study hopes to explore the presentation of exotic restaurants after integration into the local culture and how to change the brand image according to the local culture, and then further capture its successful experience and marketing model to provide reference for our the chain catering industry.

並列關鍵字

Culture ； Chain Store ； Brand ； Interior Design ； Localization