- 學位論文
探討女性創立酒吧之經營策略與管理
The Business Strategies and Management of Female Entrepreneurs in the Bar Industry
摘要
近年來，因應性別平權等議題，台灣女性的創業，已經漸漸成為一股不可抵擋的趨勢；且因為文化與戲劇的逐漸演變，酒吧這個場所，也成為白領階級及學生族群的休息之處。在酒吧場所中，研究者發現大部分的酒吧創業者皆為男性，因此研究者希望透過此研究，探討女性在酒吧行業中的策略管理及績效，並找到女性創立酒吧的切入點。 本研究在確認主題之後，研究者於第一章找到研究動機與目的，分析目前研究缺口後，透過文獻探討分別研究「女性創業家」及「台灣酒吧文化」，將以上資料彙整並梳理出本研究之文獻探討。研究者將主要的研究對象設定為「女性酒吧創業家」，並且同時選擇「男性酒吧創業家」為輔助研究對象。 研究者針對六位酒吧創業家進行深度訪談，並於訪談後整理逐字稿並進行編碼，針對酒吧創業家「獲取之資源」、「環境及社會前提」，影響之「策略佈局及調整」及「經營績效」進行了分類分析，藉以分析彼此之間的影響。本研究結果顯示，兩性在不同的策略訂定強調了不同的績效取向，男性創立酒吧的策略，強調了績效中的「大」取向；女性策略，則強調了績效中的「好」取向。本研究於研究結論提供女性酒吧創業家之成功因素，為後續想創立酒吧的女性老闆提供意見並作出貢獻。
並列摘要
In recent years, female's entrepreneurship in Taiwan has become a persistent trend in response to issues such as gender equality. Additionally, due to cultural and societal changes, bars have emerged as popular venues for relaxation among white-collar workers and students. This thesis aims to explore the strategies, management, and performance of female in the bar industry, as most bar entrepreneurs are predominantly male. By examining the entry points for female in establishing bars, this research aims to fill the gap in current literature and shed light on the strategies employed by female in the bar industry. After establishing the research topic, this research identifies the research motivation and objectives in the first chapter. Through a literature review, this research investigates both “Female Entrepreneurs” and “Bar Culture in Taiwan” to consolidate relevant information. The primary subject focus of this thesis is “Female Entrepreneurs”, with “Male Entrepreneurs” in the bar industry as a supplementary research subject. This thesis conducted in-depth interviews with six bar entrepreneurs. Transcripts from the interviews were coded and analyzed, focusing on the “acquisition of resources” and the “environmental and societal factors” influencing their strategies, business layout, and performance. Through classification analysis, the findings of this study reveal that different genders emphasize distinct performance orientations in their strategic decisions. The strategies employed by male entrepreneurs in establishing bars emphasize a “larger” performance orientation, while those employed by female entrepreneurs emphasize a “better” performance orientation. This study offers success factors for female bar entrepreneurs in the conclusion, providing insights and contributions for future female aiming to establish bars. The findings contribute valuable recommendations for aspiring female and make a significant contribution to the field.