餐館業之策略規劃－以富鼎旺為例

台灣餐飲業因外食人口逐年增多，營業額逐年升高。以台灣13至64歲的人口來做為調查對象，發現早餐外食的比例為64.8%、超過1100萬人，午餐外食的比例更是高達79%、超過1370萬人。本研究藉由次級資料的蒐集、餐館業者的訪談，探討市場的現況和未來發展趨勢，並整合個案餐館業富鼎旺食品有限公司之經營團隊，運用腦力激盪法進行策略規劃，內容包括企業定位、內外在環境分析、企業生命週期分析、五力分析、競爭態勢分析、成功要因分析並擬定行動方案。本研究依據重要性與績效分析結果，產出知名度、開發新客源與行銷手法等三個關鍵成功因素，據以擬定富鼎旺未來之行銷策略行動方案，分別是節慶送禮和集點卡來提升銷售量。為了確認可行性，本研究發放消費者問卷，從中得知集點卡方案較能提升購買意願。為了富鼎旺的未來發展，除了現有的溫馨服務和優良品質，富鼎旺還需掌握市場變化，並深入了解顧客需求才能讓富鼎旺在市場更具有競爭力。

關鍵字

餐館業；策略規劃；富鼎旺

並列摘要

Because the number of people eating out is increasing, Taiwan's catering industry's turnover has increased year by year. Taking the population of 13 to 64 years old in Taiwan as the survey object, the proportion of breakfast outside was 64.8%, more than 11 million people, and the proportion of lunch outside was as high as 79% and more than 13.7 million people. This study explores the current state of the market and future development trends through the collection of secondary data and interviews with restaurant operators, and integrates the management team of the case restaurant Fu Ding Wang Food corporation, using the brainstorming method for strategic planning, the content includes enterprise positioning, internal and external environmental analysis, enterprise life cycle analysis, five-force analysis, competitive situation analysis, success factor analysis and draw up action plan. Based on the results of importance and performance analysis, three key success factors such as output awareness, development of new customers and marketing techniques, based on drawing up action plan of the Fu Ding Wang 's future marketing strategy, it is a festival gift and a set card to enhance sales volume. In order to confirm the feasibility, this study issued a consumer questionnaire, from which it was learned that the point card program can increase the willingness to purchase. For the future development of Fu Ding Wang, in addition to the existing warm service and excellent quality, Fu Ding Wang also needs to grasp the market changes and understand the customer needs in order to make Fu Ding Wang more competitive in the market.