臺灣女僕咖啡業界的長久經營策略之考察 —以SKR為例—

近年，臺灣和日本同樣受到高齡少子化的深刻影響，加上2020年新冠疫情帶來的衝擊，大環境的改變不只影響人們的心理，也刺激消費意識的轉型，重視人與人之間互動的女僕咖啡產業再度掀起流行，不只在日本名古屋，在臺灣台中市，也能觀察到此現象。伴隨女僕咖啡店的快速增加，市場競爭及如何長久經營等問題也日漸浮上檯面。本研究乃是探討源自日本女僕咖啡產業，在臺灣的市場發展及長久經營策略以在台中經營10年的SKR時刻動漫休閒娛樂餐廳為對象，進行深度訪談、店內實際觀察，並且收集相關評論，透過5F分析手法解析女僕咖啡市場的變化，以舉出SKR在女僕咖啡業界的優勢及劣勢，最後提出改善策略作為日後女僕咖啡產業長久經營的參考。透過實際訪談結果發現，看似簡單誰都能輕易上手的女僕咖啡店，不只事前就應有經營企劃，更應有完整的員工教育，才能確保顧客能享用到餐飲業最基本的消費品質。SKR甚至調整女僕咖啡特有的拍立得分紅及獎金制度，確保每一位員工努力付出都能有所回報，進而打造對所有人都友善的舒適環境，獲取廣大的迴響與支持，以實現女僕咖啡的長久經營。

關鍵字

女僕咖啡；動漫文化；餐飲產業；長久經營；市場分析

並列摘要

In recent years, Taiwan and Japan have also been profoundly affected by the aging population and low birthrate. Coupled with the impact of the new crown epidemic after 2020, changes in the general environment not only affect people's psychology, but also stimulate the transformation of consumer consciousness, focusing on the interaction between people. The maid café industry has become popular again, and this phenomenon can also be observed not only in Nagoya, Japan, but also in Taichung, Taiwan. With the rapid growth of maid cafes, issues such as market competition and how to operate them in the long term are increasingly coming to the fore. This study explores the market development and long-term business strategies of the Japanese maid café industry in Taiwan. It takes the SKR Restaurant, which has been operating in Taichung for 10 years, as the subject, conducts in-depth interviews, actual in-store observations, and collects relevant comments. , using 5F analysis techniques to analyze the changes in the maid café market, to cite SKR's advantages and disadvantages in the maid café industry, and finally propose improvement strategies as a reference for the long-term operation of the maid coffee industry in the future. Through actual interview results, we found that a maid café should not only have a business plan in advance, but also complete employee education to ensure that customers can enjoy the most basic consumption quality in the catering industry. SKR even adjusted Maid Café’s unique Polaroid bonus and bonus system to ensure that every employee’s hard work will be rewarded, thereby creating a comfortable environment that is friendly to everyone and gaining widespread response and support to keep Maid Coffee long-term operation.