近年來,隨著台灣烘焙產業的產值持續上升,市場的發展趨勢及產品製造的領域也在變,相對顧客的需求及產業的標準也不斷的更新,許多台式烘焙坊陸續展店,同時集團式經營陸續投入此市場,積極瓜分市場。傳統糕餅業麵包店逐漸縮小,面臨倒店或變更經營,也有更多的新型烘焙業加入競爭市場,這一波的變動,也開創出了許多新的商機及營運模式來因應市場的快速變遷及蓬勃發展,促使烘焙市場備受注視也日趨競爭激烈。 本研究採用個案分析法,以個案麵包店作為研究對象,藉由運用PEST分析、五力分析、STP、4P、商業模式分析及SWOT分析,得出三項策略「開設廚藝課程」、「原物料溯源,媒合醫院機構」、「成立行動餐車」,提供個案公司以及烘焙業者未來發展與規劃之參考。
In recent years, as the output value of Taiwan's baking industry continues to rise, the development trend of the market and the manufacturing area of products are also changing. The demand for customers and the standards of the industry are updated constantly. Many local bakeries are gradually expanding stores and group-type. The business has been invested in this market and divided the market. The traditional bakery industry has gradually decreased, closing shops or changing operations, and more new baking industries join the competitive market. This wave of changes has also created new business opportunities and business models to face the rapid changes in the market. The booming development has made the baking market highly watched and become more competitive. This study used a case analysis method to study bakeries. Using PEST analysis, five-force analysis, STP analysis, 4P analysis, business model analysis, and SWOT analysis, we summarize three strategies: set up the baking course, make sure the original of ingredient, cooperate with hospital institution and develop restaurant mobile. It can provide suggestion to company and baking bakery for future development.