應用設計思考策略於餐飲服務業創新經營模式之研究

The Study of Design Thinking Strategy in the Innovation Model of Food and Beverage Industry

郭芷榕(Chih-Jung Kuo)

指導教授 ： 洪湘欽

義守大學/管理學院/工業管理學系/碩士(2015年)

https://doi.org/10.6343/ISU.2015.00119

摘要

台灣的飲食文化在這幾年有漸漸偏向外食的趨勢，因此許多業者紛紛投入餐飲業。但現在餐飲業不只要提供食物等著消費者上門，消費者也會開始用自己的觀點與喜好，針對服務及餐廳氣氛等方面來選擇想消費的餐廳。所以餐飲業以從了解消費者行為開始，來創造產品本身的價值在這競爭激烈的環境中是必要的條件。把創新當作是企業在競爭環境中成長的必需品，強調創新或轉型才可能永續發展。
本研究將設計思考(Design Thinking)帶入餐飲業中運用，並選定個案公司，針對其產品、服務、流程及營運模式以系統化工具的方式進行創新，期望能使餐飲業的改變能達到消費者的需求。透過IEG 五階段模式，用系統化工具創新出餐飲模式，將整個服務系統從顧客到達一直到接受服務後結帳離開之間所要傳達的各個階段以及其服務重點活動，找出可行之解決方案，得出更加貼近消費者所需要的服務。研究發現，設計思考模式能為餐飲業提高本身的附加價值，並進而讓更多的消費者會願意來光顧消費。

關鍵字

設計思考 ； 餐飲業 ； 創新

並列摘要

Food culture in Taiwan gradually tends to be eating out, so many firms have invested food and beverage industry. But Food and Beverage Industry not only provides food waiting for consumer now, consumers will begin to look with their own vision, and choose restaurants according to the service and atmosphere, etc. There are many companies begin to run their business from understanding consumer behavior, and create value of the product itself in today's market. Innovation as a business in a competitive environment to grow necessity, companies need to innovate or restructure for sustainable development.
This study uses Design Thinking methodology in the food and beverage industry. A five-stage Design Thinking method from IEG is employed to products, services, processes
and business model in the chosen case restaurant. The results show that systematic tools of the
Design Thinking method could help restaurants to make changes in the catering industry to
reach consumer demand. It also can increase the added value for the food and beverage
industry, so that more consumers will be willing to come back for consumption again.

並列關鍵字

Design Thinking ； Food and Beverage Industry ； Innovation

參考文獻

張書華譯(2013)，打造不敗的創新方案101 項設計思考法則(初版)，台北：松崗資產管理。(譯自Vijay Kumar, 2012)

Brown, T. (2009), Change by Design : How Design Thinking Transforms Organization and Inspires Innovation, USA: Harper Collins.

Liedtka, J.(2011), Learning to Use Design Thinking Tools for Successful Innovation,STRATEGY & LEADERSHIP, Emerald Group Publishing Limited , 39(5), pp.13-19

Martin, R.(2010), Design Thinking : Achieving Insights Via the “Knowledge Funnel”, STRATEGY & LEADERSHIP, Emerald Group Publishing Limited , 38(2), pp.37-41

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