主題餐廳是餐飲業界的流行指標,除因主題鮮明,容易使消費者留下深刻的記憶外,在行銷上則容易創造話題,現代消費者的生活型態趨向多樣化,顧客的消費習慣不斷受到生活與經濟環境及個人因素影響。商店經營的模式不再侷限於商品的販售,而是進一步追求創造服務的附加價值。近年來,「體驗行銷」已成為業者主要經營模式,強調享受消費過程中的體驗,如同進入星巴克,品嚐的不僅是一杯咖啡,還有輕鬆愉悅的心情。吸引媒體報導及消費者造訪嚐鮮。本研究針對次文化中的Cosplay角色扮演活動所崛起的「女僕主題餐廳」,分別從文化層面來探討日本文創中的動漫產業所創造出的「宅經濟」,進而與餐飲結合成新式商品的經營,不單僅是商品銷售,更是一個新視野和新生活觀念的販賣。而與次文化結合的商業空間,在空間的設計上,是否成功的符合主題及達到空間品質的要求,此為研究探討的議題,所得到結論日後能成為開業者之參考指標及商業空間設計中品質要求之構思參考。 研究課題主要分為下列四項: 一、設計產業發展之演進與消費行為改變趨勢之探討 二、女僕主題餐廳背景結構與餐廳空間設計之探討 三、「體驗經濟」之觀點與應用之探討 四、女僕主題餐廳之個案探討─以台南末廣町女僕主題咖啡廳為例
Theme restaurants are the bandwagon leads among catering industry. Beside having distinctive features, they also leave impressive memory to their customers, and therefore create topics for its marketing. Modern consumers have a life style so diverse that it is continuingly affected by economic living condition and individual causes. Shops no longer run the traditional way of simply selling products, but further pursue the value that is triggered by additional services. Recently, “experience marketing” has been a major mode of running that highlight the process of enjoying purchasing, such as the mood that Starbucks creates to offer a relaxing ambience more than just offering a cup a of coffee, in order to attract media’s attention. This study focus on discussing “maid restaurants” that emerges from cosplay events among subcultures. The study explores the “home-oriented economy” created by Japanese animation industry out of all Japanese literature creations from a cultural perspective, which further combines itself with catering industry and emerges as a new business running style. This is not only the sales of products but also the sales of new vision and new life concept. The main topic of this research aims at discussing the business space that combines the subculture, and whether its spatial design successfully fits the theme and reach the requirement of the spatial quality. The conclusion of the research can be used as a reference for future business operators and for the quality requirement of the business spatial design