- 學位論文
經營策略之探討-以開泰碗餐廳為例
Discussion on Management Strategy- Taking the Kaitaiwan Restaurant as an Example
摘要
摘要 餐飲業市場已達飽和狀態，必須跳脫以往的舊觀念及經營模式，方能在激烈競爭中生存甚或脫穎而出，因此本研究分析目前餐飲業之經營狀況，並以公司經營策略(CWBP)為架構提出餐廳之經營策略。 採質性研究方法，藉由蒐集資料與開泰碗餐廳之未來高階主管進行腦力激盪，以確認餐廳之定位，並利用環境偵測及競爭態勢分析對餐廳內外環境之優劣勢加以探討，運用SWOT與TOWS分析擬定開泰碗餐廳的經營策略方向再利用關鍵成功要因法找出成功因素之後，運用重要度-表現分析法IPA分析探究重要度高但績效表現差之成功要因，以此擬訂開泰碗餐廳之策略行動方案。 開泰碗餐廳依據關鍵成功要因擬定未來之行動方案，最終以擬定吸引來客率專案，方案目標設定在三個月內完成，讓消費者除了可以在APP上得到最新優惠消息，並提供預訂特殊菜色與外帶服務，以及購買Google關鍵字，提升知名度的行銷策略。
並列摘要
Abstract The market of restaurant industry has reached a saturated state, and it is necessary to break away from the old concepts and business models so as to survive and even stand out in the fierce competition. Therefore, this research analyzed the current operating conditions of the catering industry, and proposed a business strategy for the restaurant based on the corporate-wide business strategy (CWBP). This research adopted qualitative research methods, and confirmed the restaurant’s positioning by data collected and brainstorms with the future senior executives of Kaitaiwan restaurant to confirm the restaurant’s positioning. The environmental detection and competitive situation analysis was conducted to explore the advantages and disadvantages of the restaurant’s internal and external environments. SWOT and TOWS analysis was performed to formulate the direction of Kaitaiwan restaurant business strategy. The key success factors were used to find success factors. Then, this study conducted the Importance-Performance Analysis (IPA) method to explore the success factors of high importance but poor performance, so as to formulate the strategic action plan of Kaitaiwan restaurant. Kaitaiwan restaurant drew up future action plans based on key success factors, and finally chose a project to attract consumers. The goal of this program is set to be completed within three months. In addition to getting the latest discounts news on the APP, it can also provide the service of pre-ordering special dishes and takeaway service, as well as purchasing Google Keywords, and marketing strategies to increase visibility.