暖簾下你不知道的事！臺灣日式拉麵市場發展脈絡與經營成功之關鍵因素研究

隨著臺灣國民飲食習慣的改變，外食已經成為民眾主要的消費習慣，在眾多的料理當中，日式拉麵脫穎而出成為國人最愛的日式料理種類。截至目前臺北販售日式拉麵的人氣店家已經超過158間，過去12個月google搜尋熱度也一直保持在70以上。然而日式拉麵由於傳入後經歷在地化背景以及歷史因素，臺灣日式拉麵市場在產品以及顧客認知上並沒有一致的認同。在市場發展的脈絡上也沒有完整的紀載。近年快速複製導致市場迅速擴張，同時許多店舖經營不善因而被市場淘汰。因此關於日式拉麵店之管理相關的研究是必要且迫切的需求。因此本研究目的為：以經營者角度探討哈日風潮之後至今的市場發展脈絡。探討臺灣經營成功之拉麵業者的職業歷程。探討經營日式拉麵店之關鍵成功因素。本研究以立意抽樣法選取5間經營成功之日式拉麵店，透過深度訪談結合文獻探討中相關的理論觀點，經內容分析法分析歸納出364個分析單位。最終生成主類別目15個與子類別目78個。結果顯示：第一題項以業者角度梳理出臺灣日式拉麵發展脈絡，補齊了過往文獻的空缺，也提出了一些與過去文獻不同的看法。第二題項的分析結果介紹了成功業者的職業歷程，承接第一題項的發展脈絡，可以更明確的呼應出第三部分的結果–關鍵成功因素。研究結果顯示個性日式拉麵店成功的關鍵在於1.食材用料好、2.定番穩定、3.研創性、4.員工和諧、持續溝通、5.人力精簡、6.SOP、7.機器設備導入。

關鍵字

日式拉麵；市場發展脈絡；心路歷程；關鍵成功因素

並列摘要

With the eating habits changes, eating out has become the main consumption of Taiwanese people. Among the many dishes, Japanese ramen has emerged as the most favorite Japanese cuisine. However, the Japanese ramen market in Taiwan doesn’t have unanimous recognition in terms of products and customer perceptions. Meanwhile, there is no complete chronicle in the context of market development. The replication in recent years has led to the rapid expansion of the market, at the same time, many stores have been eliminated by the market. Therefore, research on the management of ramen shops is necessary. Therefore, the purpose of this research is to explore the development of the Japanese ramen market in Taiwan. Explore the career story of a successful ramen shop owner. Explore the key success factors for manage a Japanese ramen shop. The In-depth interview is adopted in this study. Five successful Japanese ramen shops were selected by the purposive sampling method. Through analyze and conclude by content analysis, 364 analysis units were summarized. Finally, 15 main categories and 78 subcategories are generated. The results showed that: the key success factor of a personalized Japanese ramen shop lies in 1. Good ingredients, 2. Stable classic menu, 3. Flavor innovation, 4. Harmonious employees, continuous communication, 5. Streamlined manpower, 6. SOP, 7. Machinery equit Import.

並列關鍵字

Japanese Ramen ； market development ； KSF

參考文獻

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暖簾下你不知道的事！臺灣日式拉麵市場發展脈絡與經營成功之關鍵因素研究

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