- 學位論文
企業品牌策略之研究-以屋馬燒肉為例
A Study on Corporate Brand Strategy-an Example as Umai Restaurant
摘要
近年來，人們消費行為的改變，對於休閒娛樂的花費更為重視，而吃飯這件事情變成是現代人的一種享樂方式，不單單只是為了吃飽而已，是為了享受吃飯過程所帶來的樂趣，再加上網路及社群媒體蓬勃發展，創造出許多商機，層出不窮的業者都想參與其中。這些眾多品牌之中，屋馬燒肉的「吸引力」特別亮眼，本研究歸結其品牌成功關鍵因素如下： 一、雞湯皆是以真材實料熬煮而成，鹹度可依顧客喜好而調整。 二、海鮮粥料理特色豐富、變化多元。 三、肉品薄切或厚切，口感都適中。 四、服務生訓練精良，服務品質頗高。 五、用餐環境優良、座位空間舒適適合聊天，還有小包廂。 六、店址地理位置適中，交通便利、停車方便。 七、善用媒體傳播，網路社群粉絲眾多、佳評如潮。
並列摘要
Nowadays, contents on social media is filled with all sorts of flashy luxurious extravaganza, with everyone seizing any opportunity they can to capture the perfect Instagram photo. Social media has undoubtedly changed the valves of people, which is reflected in modern consumer behavior. Luxury is no stranger to the food industry and many corporations have sought to capitalize this market opportunity brought upon by social media. Among these many brands, the attractiveness of Umai roasted meat is particularly eye-catching. The key success factors of brand are as follows: 1. The chicken soup is made from real ingredients, and the saltiness can be adjusted according to customer preferences. 2. Seafood porridge dishes are rich in characteristics and diverse. 3. The meat is thinly cut or thickly cut, the taste is moderate. 4. The waiters are well-trained and the service is high quality. 5. Excellent dining environment, comfortable seating space suitable for chat and small box is provided. 6. The location is moderate, with convenient transportation and parking. 7. Make good use of media communication, and many good comments from online community fans.