- 學位論文
餐飲品牌經營策略之個案研究─以東東餐飲集團為例
The Business Strategies of Tung Tung International Enterprise
摘要
家庭結構的轉變以及飲食習性改變等因素影響，又因兩岸的交流越加頻繁使台灣近幾年的餐飲業蓬勃發展，且在產業結構中佔有一席之地。加上餐飲市場同業的競爭，以至於在餐飲的內容與料理方式及創意朝向更多元化發展，使得消費者的消費型態產生極大的轉變。 因此在競爭成本不斷提升下，行銷成本也越來越昂貴，造成消費市場上的競爭有部份重點移轉至品牌策略的選擇，經營業者必須要有創新的經營策略來因應外部環境的快速變動，來積極爭取最大獲利，藉由餐飲產業多品牌行銷以達到規模經濟效果並降低營業成本，使公司在有限資源下形成綜效，創造更大的成長機會，提高產業競爭力。 本研究的研究方法是以質性個案研究法進行訪談，以了解餐飲業者在經營過程中所重視之要素及自我之經營策略及競爭優勢，透過文獻探討及深度訪談來瞭解其實際經營狀況，之後進行研究分析，並根據訪談內容的整理歸納以了解台灣餐飲業在經營成功的關鍵因素為何。
並列摘要
Impact of shifts in family structure as well as eating habits changes along with other factors, on top of cross-strait exchanges, the Taiwanese food and beverage business is booming in recent years, and occupied a significant place in the industrial structure. Plus the competition of other counter parties, it develops the content, cooking method of food and beverage towards more creative and diversified. Thus, consumer spending patterns has great changes. Therefore selling cost is more expensive due to competing cost continuously driven by promotion, which cause partially focus on the competition of consumption market transfer to brand strategy. Practitioners need to have creative management skills to respond the rapid fluctuation of exterior environment, in order to grasp the biggest profit. By dining industry many brand marketing with reach scale economic effect and reduce business cost, make the company just form synergy effect under the limited resource, create a greater growth chance to raise industry competition ability. The method of this study is a qualitative case study interview to understand the important elements of the food and beverage industry in the course of business, self of the business strategy and competitive advantage. Through literature and in-depth interviews to comprehend the actual operating conditions, further conduct research and analysis to summarize the key success factors of Taiwan's food and beverage industry.