連鎖餐飲業創新營運模式與策略之研究

A Study of Innovative Business Model and Strategy for Food Chain Restaurant

母志英(Chih-Ying Mu)

指導教授 ： 顧志遠

中原大學/商學院/企業管理研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000084

摘要

摘要
我國經濟發展受國際產業結構轉變，已由工業轉為服務業，然我國現有服務業在經濟成長帶動、就業人數創造，與創新密集強度上，仍有很大的進步空間，因此以創新營運模式引領產業契機，促使服務朝精緻化、高值化和國際化發展，已成為我國發展服務業的重要課題。台灣美食一直都是觀光客來台的重要因素之一，所以我國服務行業就屬餐飲業最具國際發展特色，而餐飲這個行業也與其他產業具有強烈的鏈結性，包括觀光旅遊、食品、製造、批發零售等行業均有連動，可達到「乘數效果」的經濟效益，所以本研究希望藉由實證個案的探討，瞭解連鎖餐飲業在進行規模擴張的同時，是以何種經營策略及其創新營運模式塑造差異化，並持續的推動創新活動建立持久性的競爭優勢。
　　本研究是以個案研究的方法，就我國在經營模式具有創新因子且已跨足海外的成功連鎖餐飲企業，挑選個案中其獨特的經營策略適用本研究構面四種創新之一來加以分析，選出可代表本研究四項基本架構之商品創新、行銷創新、系統創新、程序創新之典型個案作為研究對象，以瞭解企業經營成功的關鍵因素是採取何種經營策略及創新營運模式，建構差異化的競爭優勢。
　　本研究經由個案的整理與分析後，發現這些成功餐飲品牌的策略核心中，「創新」已成為企業突破困境、追求成長的關鍵，台灣餐飲業現正朝向國際化連鎖加盟發展，靠著資訊化的輔助，在產品製作、行銷推廣及組織管理上都有所突破，企業發展創新的營運模式除可避開模仿競爭的衝擊外，亦可保有品牌長久發展的利益，建立獨步市場的關鍵優勢。從本研究個案中，不難發現企業的成功，並非只靠單一的創新元素，它必須不斷的在企業內部進行一連串的產品、技術、系統、組織等創新活動，四者創新相互配合才能建構強大的競爭優勢，達到永續經營目標。

關鍵字

連鎖餐飲業 ； 策略 ； 經營模式 ； 創新

並列摘要

Abstract

In Taiwan, the economic development affected by international industrial structure had change from manufacturing industry to service industry. However, there is still room for improvement on economic growth, employment, innovation of service industry. Hence, the innovative business model to be a critical issue on restaurant industry leads industrial opportunities to foster refined, high-value, and internationalized service. Taiwanese food is a key factor for attracting tourists. Hence, restaurant industry has international features and connects with other industries, including traveling, food, manufacturing, and wholesaling to achieve economic benefit. In to order to understand food chain restaurant, this study employed an empirical case to investigate what kind of business model molds differentiation to set into action on innovative activities in order to establish continuous competitive edge.
This paper employed the case study method. This study chose successful food chain restaurants with innovative factors on business model to represent a typical case on product innovation, marketing innovation, system innovation, and process innovation as research subject in order to understand the critical factors of business success model to construct differentiated competitive edge.
After sorting and analyzing the research data came from the case, this paper found that the innovation has became the key point for growth and breakthrough of enterprises. The food chain restaurant in Taiwan is developing the chain franchise businesses model with the aid of information technology on product, marketing, and organizational management. The innovative business model can not only avoid the impact of imitative competition but also keep profit of long development and establish critical edge on market. In this case, the study found the success of enterprises that based on a series of innovative activities of product, technology, system, and organization to construct the strong competitive edge to achieve the goal of business continuity.

並列關鍵字

Innovation ； Business Model ； Food Chain Restaurant ； Strategy

參考文獻

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