臺灣主題式餐飲業經營策略之探討-以執事餐廳為例

本研究是以主題式餐廳中之執事餐廳為例，分析該個案執事餐廳之經營策略與未來經營和發展。研究方法採用經營策略中的五力分析、SWOT分析以及SWOT交叉分析法等，再加上開放式訪談，將受訪業者的想法和意見結合業者給與的相關建議，分析發展出適合該執事餐廳相關經營策略。經由上述分析，本研究所得之結論從SWOT分析可得知：一、優勢方面是為個案執事餐廳擁有飲食保障、執事具專業、服務具特色、環境高雅、行銷手法獨特；二、劣勢方面為專業人才缺乏、資金投入不及回收速度、市場狹隘、定價偏高；三、機會方面是具有目標市場的吸引力、習慣改變、經濟能力的調整、交通便捷、政府實施政策等機會；四、威脅方面則是由於餐飲業市場趨飽和具有眾多競爭者及替代品、近年食安問題嚴重、工時工資亦調整。另外在SWOT交叉分析中得知：一、執事餐廳之經營，應維持擁有飲食精緻、服務專業、環境貼心與執事的特殊主題優勢，利用交通便利性的宅邸，透過社群傳播力量來打響口碑，來增加機會並透過優勢提高整體服務水準與多元化餐飲服務；二、並採用工讀或兼職輪值制度來化解勞工成本問題，採取員工培訓與有效利用行銷管理製造執事調教的賣點，進而以口碑行銷方式，拓展目標市場，採用「吸脂定價法」，使價格與享用價值一致性。三、再以獎懲制度來增加誘因，提高經營利潤，改善員工流動率以提高向心力再透過市場區隔，改變市場定位狹隘與品牌知名度之問題。

關鍵字

主題餐飲；經營策略；五力分析； SWOT分析

並列摘要

This study examined the business strategy, future operations and development of deacon restaurant among the theme restaurant. Porter business strategy five forces analysis, SWOT analysis, SWOT a cross analysis, and open-enden interviews were used to discuss the related business strategy of deacon restaurant. The results from the SWOT analysis indicated that: for the strengths, deacons with catering and security, deacons with professional service distinctive, elegant environment, unique marketing approach. Next, for the weaknesses, lacking of professionals, funding is less than the recovery rate, the market narrow, high prices. Third, for the opportunities, there are target market, habits change, economic capacity, convenient transportation, the government improves implement policies. Fourth, for the threats, because the restaurant industry is increasingly saturated market has many competitors and alternatives, particularly for the serious problems of food security, wages also adjust working hours. In addition, this study further indicated from the SWOT cross analysis that: business deacon restaurants, should maintain ownership diet sophisticated, professional services, environmental caring and deacons special theme, leveraging the convenience of transportation mansion, through the power of the community to spread word of mouth started to increase opportunities and improve overall service quality and diversified food and beverage services through advantage. Next, using work-study or part-time rotating system to resolve labor costs and take staff training and effective use of marketing management manufacture deacon tuning selling point, and then word of mouth marketing way, expanding the target market, the use of "liposuction pricing", so the price and enjoy the value of consistency. Third, reward system increase incentives to improve operating margins, improve employee turnover to increase solidarity, market positioning to change the problem of narrow and brand awareness.