行動訂餐商業模式：以早餐店為例

Mobile Ordering Business Model: for Breakfast Shops

林軒宇(Hsuan-Yu Lin)

指導教授 ： 林博文

國立清華大學/科技管理學院/經營管理碩士在職專班/碩士(2017年)

摘要

在外食人口愈來愈多，又早餐外食的比例又是最高的情況下，台灣的早餐產業競爭火熱，其中早餐店的密度比便利商店、咖啡店、百貨公司、速食連鎖店等早餐提供者都高。
文獻顯示早餐消費者首重店家的「服務品質」，但早餐店的服務品質卻有待加強，進一步對消費者作問卷調察，早餐店普遍都有「等太久」、「做錯餐點」、「送餐不按照順序」、「買完早餐身上殘留油煙味」等問題。
為了瞭解行動訂餐系統是否能為早餐店提升價值，研究內容含括「消費者需求調查」、「平台策略研究」、「現有行動訂餐系統提供者分析」和「使用行動訂餐服務之早餐店深入訪談」，被訪談的店家一致指出行動訂餐平台能幫助早餐店增進服務品質，尤其是減少等待和人力疏忽，然而對於營利不見得有幫助，消費者之需求亦未被滿足，本研究建議行動訂餐系統應以平台方式發展，並對系統設計和平台經營上給了建議。

關鍵字

早餐 ； 行動訂餐 ； 平台策略

並列摘要

With the increasing population of out-eaters; plus, the fact that having breakfast out takes up the highest eating out proportion has raised fierce competitiveness in breakfast industries in Taiwan. What’s more, the distribution of breakfast shops has higher density than other breakfast providers including convenience stores, coffee shops, department stores and other fast food chains.

Previous literature revealed that the service quality is the prime factor that consumers focus; however, breakfast shops in fact serve the poor quality. According to the questionnaire survey, prolonged waiting time, serving with wrong meals, not serving in sequence numbers, and the greasy smell retained are the general problems reported.

With the aim to explore whether the mobile ordering systems could be a help for breakfast shops, this study conducted the investigation of consumers' demands, platform strategies research, present mobile ordering systems evaluation, and the in-depth interview with breakfast shops who have introduced mobile ordering systems. Specifically, the mobile ordering systems have been confirmed to be a help for enhancing the service quality, especially for cutting waiting time and correcting employee negligence; still, elevating revenue and satisfying consumers’ demands are not accordingly fulfilled. It is further suggested that introducing platform strategy could be a better way for the present ordering systems; also, the system design and the operating strategy for the platform are also provided.

並列關鍵字

breakfast ； mobile ordering ； platform strategy

參考文獻

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一、 非網路文獻