平價牛排餐館導入吃到飽自助餐的策略分析：以貴族世家公司為例

在不斷變化的餐飲市場中，平價牛排餐館的服務形式經歷了階段性的演變，這一連串變化反映了社會經濟環境的轉變以及消費者需求的演進。貴族世家公司創立於1995年，在臺灣是平價牛排餐飲的先驅，該公司不僅在餐廳運營中引入了創新的吃到飽自助餐服務，而且根據消費者需求的演變，對此服務進行了多次調整和轉型。這些持續的創新努力不斷推動著平價牛排餐飲業向新的發展高度邁進。因此，本研究將以貴族世家公司作為個案，分析其導入吃到飽自助餐模式的行銷策略。通過探討該策略如何與公司的現有業務模式整合，以及這種整合對公司經營策略和市場定位的影響，運用波特五力分析、STP程序及4P行銷組合來理解這些策略的影響。研究結果呈現出貴族世家公司在餐廳經營上的策略指南，模組化其餐廳的經營模式，包含如何應對市場的挑戰和機遇，也為同行業者提供了寶貴的見解，協助同業增強市場適應性和消費者吸引力，並推動整個餐飲業的服務模式創新和服務質量提升。

關鍵字

平價牛排；吃到飽自助餐；行銷策略；策略分析；創新服務

並列摘要

In the constantly evolving catering industry, the service models of affordable steakhouse have undergone phased transformations, reflecting shifts in the socio-economic environment and the evolution of consumer demands. Established in 1995, Noble Family Steak House is a pioneer in the affordable steak service sector in Taiwan. The company not only introduced innovative all-you-can-eat buffet services into its restaurant operations but also made multiple adjustments and transformations to this service based on the changing demands of consumers. These continuous innovative efforts have consistently driven the affordable steakhouse industry to new era. This research focuses on the Noble Family Steak House as a case study to analyze its marketing strategies concerning the introduction of the all-you-can-eat buffet model, exploring how this strategy integrates with the company's existing business model and the impact of this integration on the company's operational strategies and market positioning. This research employs Porter's Five Forces, the STP process, and the 4P marketing mix to understand the impact of these strategies. The research findings provide strategic guidance for the Noble Family Steak House's restaurant operations, modularizing its business model and addressing market challenges and opportunities. Additionally, the study offers valuable insights for industry peers, helping them enhance market adaptability and consumer appeal, and promoting service model innovation and quality improvement across the catering industry.