日本料理產業創新策略之研究-以小春日本料理(大里店)為例

The Study of Innovation Strategy for Japanese Restaurant-The Case of Koharu Japanese Restaurant in Dali.

許雅玲(Ya-Lin Hsu)

指導教授 ： 嚴國慶

朝陽科技大學/管理學院/企業管理系/碩士(2010年)

摘要

由於近幾年來異國餐廳的數量快速的成長，日本料理是國內最盛行的異國餐廳，而來自外地的日本文化於這段期間影響了台灣人民，而飲食文化更是其一。消費者用餐的目的不再只求溫飽，對於食物口味的特色、餐廳的裝潢擺設、用餐地點的氣氛以及餐廳的服務品質等均日益講究，為了因應多樣化顧客的需求，以及強調飲食多樣化之新標的，本研究透過產業競爭優勢策略分析法鎖定日式連銷餐廳為研究對象進一步深入探討。
伴隨著台灣消費意識的提高、生活品質的提升及消費型態轉變，與外食人口逐年的提高、雙薪家庭的普及，如何創造餐廳差異化與其獨特性來吸引消費者上門即為本研究討論重點，研究結果發現業者應放棄建立新品牌的策略，在年營業額方面應訂立營業額成長目標，且應深入了解員工離職原因，跳脫傳統挽留員工的方法，並減少在婚宴市場投入過多資源，轉移開發其他商品市場。

關鍵字：異國料理、日本料理、行銷策略、產業競爭優勢分析

關鍵字

異國料理 ； 日本料理 ； 行銷策略 ； 產業競爭優勢分析

並列摘要

Nowadays, the number of exotic restaurants is fast growth, and since the Japanese culture affects people of Taiwan great; especially the food culture of Japan, so Japanese food is the most popular foreign restaurants. The purpose of the customer eating is no longer just to eat the food. The tastes for the characteristics of food, restaurant decorations, the atmosphere of the dining venues and the service quality of restaurants have drawn more and more of the customers’ attention. In order to meet the diversified demands of customers, and to emphasize the diversity of the new subject of diet, this study will focus the research of Japanese chain restaurants
Due to the Taiwan consumer awareness is enhanced, the quality of live is improved, consumption pattern is changed, and the double salary family is increased, therefore, how to create the innovation and unique of a restaurant then can attract the attention of consumers is the most important. In this research, the innovation strategy for Japanese chain restaurant is studied. This study investigates the properties of Japanese chain restaurant by analyzed questionnaire and discussion. However, the results of analyzing can be applied to the marketing strategy of Japanese chain restaurant.

Keywords: Exotic dishes, Japanese chain restaurant, Marketing strategy, Industry competitive advantage analysis

並列關鍵字

Industry competitive advantage analysis ； Marketing strategy ； Exotic dishes ； Japanese chain restaurant

參考文獻

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