連鎖餐飲業行銷策略之研究-以富鼎旺為例

A Study of Marketing Strategy of Chain Restaurants-An Example of Fu Din Wang

何嘉仁(CHIA-JEN HO)

指導教授 ： 周少凱

嶺東科技大學/管理學院/國際企業系碩士班/碩士(2019年)

摘要

國人生活型態及飲食習慣的改變促使台灣連鎖餐飲業穩定發展，經濟部統計處調查指出連鎖餐館品牌數由101年523個上升至105年820個，增加297個品牌；按照營業據點觀察，連鎖餐館店數由101年22906家增至105年23941家，較101年增加1035家，得知，台灣餐飲連鎖業者穩定發展且競爭市場非常活躍。
本研究選取富鼎旺為研究個案，並研究其旗下兩間餐廳，藉由策略規劃架構規劃出策略行動方案之草案，再經由與經營者及重要幹部訪談確認重要方向後進行消費者訪談，了解消費者的看法後擬定正式的行銷策略之行動方案。
經由重要性-績效表現矩陣分析，從成功要因中篩選出重要性高但績效表現有改善空間且需優先改善的關鍵成功要因，包括:社群經營、行銷手法與包裝設計。其次，依據關鍵成功要因草擬出未來的行動方案，經由與富鼎旺高階主管多次討論，最終擬定包裝設計改善之行動方案，方案目標設定為在三個月內藉由改變包裝設計以提高富鼎旺禮盒銷售量。
分析消費者訪談資料得知，富鼎旺的顧客來源大多為過路客，其次為親友介紹，經由網路而消費的顧客最少，雖富鼎旺目前行銷方式為社群網頁行銷但於其他網路平台曝光率卻極低，因此本研究建議可以加強網路行銷，如購買其他網路平台廣告或定期更新官網網頁版面及內容，以吸引更多潛在顧客。

關鍵字

連鎖餐飲業 ； 行銷策略 ； 富鼎旺

並列摘要

Changes in the lifestyle of People and dietary habits have prompted the stable development of Taiwan'sChain Restaurant Industry, According to the survey conducted by the Statistics Department of the Ministry of Economic Affairs, the number of chain restaurant brands has increased from 523 in 2012 to 820 in 2016, increase 297 brands; According to the business base, the number of chain restaurants increased from 22906 in 2012 to 23941 in 2016, an increase of 1035 compared with 2012. It is known that Taiwan's restaurant chain operators are developing steadily and the competitive market is very active.
This study selected Fu Ding Wang as a research case . The strategic planning framework was used to plan a draft of the strategic action plan, and then interviewed with the operators and important cadres to confirm the important direction and then conduct consumer interviews. After understanding the views of consumers, formulate the action plan of the formal marketing strategy.
Through the importance - performance matrix analysis, from the success factors the key success factors is screen out the high importance but performance has room for improvement and priority improvement, including: community management, marketing techniques and packaging design. Secondly, based on the key success factors, drafting the future action plan, through several discussions with the Fu Ding Wang senior executives, finally drafting a package design improvement action plan, the goal of the program is to increase the sales volume of the Fu Ding Wang gift box by changing the packaging design within three months.
According to the analysis of consumer interview data, Fu Ding Wang’s customers are mostly passerby, followed by relatives and friends introduced, who consume the least amount of customers by way of the Internet. Although Fu Ding Wang's current marketing method is social web marketing but the exposure rate on other online platforms is extremely low, therefore, this research suggests that it can enhance online marketing , such as purchasing advertisements on other online platforms or updating the official website page and content regularly to attract more potential customers.

並列關鍵字

Chain Restaurant Industry ； Marketing Strategy ； Fu Ding Wang

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