主題餐廳經營模式之探討 -以台灣之人文餐廳為例

The Research of the Business Models of Theme Restaurants - A Case Study of Humanities Restaurant in Taiwan

邱麗梅(Lee-May Chiu)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/經營管理系碩士班/碩士(2013年)

摘要

因為社會型態改變，台灣餐飲業之營業額逐年增加，顯示外食人口及觀光客不斷成長。餐飲業營業額由2005年台幣約2,894億元，增加至2012年台幣約3,855億元，營業額七年間成長約33%。資料顯示，餐飲業正蓬勃的發展中。然而餐飲產業消費型態逐漸的在轉變，二十一世紀講求創新，顧客的心思越來越難以掌握，個性化、多樣化的消費潮流，使許多消費者憑藉產品或服務來表現出自己獨特的個性和品味，而主題餐廳的出現，正是迎合了顧客日益變化的餐飲消費需求。而美學創意、文采藝術、風雅禮數，與商業接軌，人文餐廳正不著痕跡地豐富起顧客的身心靈，也悄悄地掀起餐飲業的競爭，分食餐飲業的大餅。
本研究目的在於透過文獻整理，藉由探討人文餐廳之經營模式，對於現有業者或即將加入之業者，瞭解顧客需求尚未被滿足的部分，有效提高顧客價值主張，達到產業的創新。並在競爭激烈的餐飲產業，發現人文餐廳其與眾不同的關鍵資源，關鍵活動與關鍵伙伴結合創造出的收益流。在高價值驅動的經營模式中，如何建構人文餐廳的品牌。
本研究經由大量文獻探討，並藉由實地訪談人文餐廳消費者，深入了解消費者需求，並訪談人文餐廳之經營者，了解顧客價值主張，希望透過專家深度訪談，來逐一了解人文餐廳的經營模式。本研究運用白地策略經營模式的四個架構(1)顧客價值主張(2)利潤公式(3)關鍵資源(4)關鍵流程，並綜合獲利世代之經營模式之九個經營模式構成因素(1)目標客層(2)價值主張(3)通路(4)顧客關係(5)收益流(6)關鍵資源(7)關鍵活動(8)關鍵合作夥伴(9)成本結構等九個構面綜合論述與藍海策略相輝映找尋白地市場。並藉由文獻探討、消費者訪談、專家深入訪談，及個人對於人文餐廳的了解，試著對人文餐廳作定義。
人文餐廳業者與異業垂直整合，增加餐廳之豐富性，不只滿足顧客的味蕾，亦豐富顧客的心靈，滿足顧客體驗美食與人文之饗宴，與創新經營模式的可能性。

關鍵字

主題餐廳 ； 經營模式 ； 人文餐廳

並列摘要

Due to the change of society structure, the sales volume experiencing tremendous expansion in Food and Beverage industry which indicated that population of dining out growing significantly. The sales volume of F&B from 289.4 billion NT dollars in 2005 to 385.5 billion NT dollars and the sales volume of F&B business has achieved 33% increase within seven years. This figure could be the most powerful evidence that: Food & Beverage business is still on the way to expand and growth.
However, consuming pattern in F&B market is still changing. Innovation is the most important element in 21st century. Customers are more difficult to satisfy than before: customized and variety of product have been introduction into the market, consumer shows their personal taste and style by purchasing different product and service. The appearance of theme restaurant is the outcome to target the need and request of customer in this niche market. Humanities restaurant combining Innovation, Art, and Fashion to establishes its unique selling point to join the competition of F&B market.
This research developed by vast publication and interview with consumer of Humanities Restaurant in order to analyze and define the Customer Value Proposition in this case study. Meanwhile, researcher will also invite the most significant expert and senior manager in F&B industry to have in depth interview to reveal the business model of Humanities Restaurant. Within this paper, the theory of White Space four-box business model (Customer Value Proposition, Profit Formula, Key Resources, and Key Processes )
and Business Model Generation (Customer, Value Proposition, Channel, Customer Relationships, Revenue, Key Resources, Key Activities, Key Partners, and Cost.) would be adopted to evaluate Humanities Restaurant in Taiwan. The purpose of this study aims to provide a brief summary or analysis of Humanities Restaurant business model for firm already entered or considering enter this industry to discover where Customer Value Proposition satisfied or unsatisfied. After the CVP defined, the industry could also be innovated. It’s easy to identify that theme restaurant have its unique Key resources, “Staff development, Branding, Know-How, Space decoration, and so forth”, and also generates innovations in the efficiency of process management in order to increase the strength of customer delivery value in the challenge of F&B industry. After understanding the market segmentations between Humanity Restaurant and ordinary restaurant, product customization, and the demand of target customer, we will find out how does the Humanities Restaurant find its position and prospect in this market.
The owner of Humanities Restaurant has their own vision toward restaurant business and also has their own thought on how to decorate the space. The horizontal alliance between Humanity Restaurant and cross industries could successfully increase the uniqueness and enrich characteristics of restaurant: satisfy customer’s tongue and fulfill customer’s heart while experiencing the feast of delicacies and spiritual peace.

並列關鍵字

theme restaurant ； business models ； humanities restaurant

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