餐飲產業差異化之經營策略與關鍵成功因素之研究─以大台中地區餐飲業為例

台灣因整個大環境的變遷，家庭結構人口的改變，外食人口及速食飲食休閒風到來，餐飲業的競爭相對越大，以往傳統餐飲業經營方式已不得不面臨現代速食、輕食休閒餐飲多方的挑戰，而要如何成功經營一家餐飲就要有個別競爭優勢，與各項能力的經營與管理，才能屹立不搖。本研究旨在探討餐飲產業差異化之經營策略與關鍵成功因素之研究，以大台中地區作為本研究取樣做量化研究，選取十二家分布在大台中地區不同類型之餐廳做問卷調查，對象有業者、餐廳員工以及消費者三類對象。根據問卷調查的結果統計分析，最後整理歸納結果，發現其關鍵成功因素有其共同成功因素，在產業策略、行銷服務、商店形象以及人力資源管理和經營管理，是為成功關鍵的競爭優勢。本研究歸納五點建議：1、在產品策略要創新活化 2、運用多種行銷服務手法 3、商店形象要佳 4、人力資源的穩定及長期培育 5、經營管理的強化。

關鍵字

關鍵成功因素；經營策略；餐飲產業

並列摘要

Taiwan's change due to the entire environment, changes in the family structure population, the arrival of foreign food population and fast-food diet, relatively more competition in the catering industry. In the past, the traditional catering business had to face the challenges of modern fast food, light food and leisure catering. However, how to successfully run a catering business requires individual competitive advantages and the management and management of various capabilities. The purpose of this study is to explore the business strategy and key factors of success in the differentiation of the catering industry, take the Taichung area as a quantitative study of this study sample, select 12 restaurants of different types in Taichung area for questionnaire survey, there were three categories of objects: business owners, restaurant employees, and consumers. According to the statistical analysis of the results of the questionnaire survey, the final results are summarized. It is found that its key success factors have its own common success factors. In industrial strategy, marketing services, store image, and human resource management and operation management, it is a key competitive advantage for success. This study summarizes five suggestions: 1. In the product strategy to be innovative and active. 2. Using a variety of marketing services. 3. The image of the store is good. 4. The stability and long-term cultivation of human resources. 5. Intensification of business management.