摘要 在「以餐飲行銷創新分析架構及實證之研究」的目標下,本研究透過行銷創新相關文獻的探討與分析,得知餐飲服務業透過持續性的創新管理活動是獲得競爭優勢的關鍵因素,而過去衡量行銷創新的程度,學者們多集中精力在創新策略、新產品開發與創新採用模式的研究上面,並未考量各構面之相對要權數值,因此很容易隨訪談者的主觀認知產生偏差。本研究本節所發展之行銷創新模式,在完成本研究層級架構的建立之後,隨之以層級分析程序程法(analytic hierarchy process AHP)以專家訪談透過對行銷創新研究主題有所專長之專家學者進行構面之成對比較,以求得層級之相對權重。 研究結果發現:餐飲業行銷創新系統構面之重要性依序為「定位與區隔創新」(0.21)、「行銷研究創新」(0.207)、「產品創新」(0.187)、「推廣創新」(0.168)、「定價創新」(0.125)、「配銷創新」(0.103)。
Abstract Under the objective of this research: “Conducting an innovative analyzing structure and empirical research on restaurant and food marketing.” This research realized that sustainable innovation management campaigns were key factors to acquiring competitive advantage for restaurant and food service industry through discussion and analysis of relevant literatures on marketing innovation. In the past, scholars focused most on innovation strategy, new product development and innovation adoption model in measuring the degree of marketing innovation, but failed to take the relevant weights of each dimension into consideration, thus, it was easily deviated through the subjective recognition of interviewees. The marketing innovation model developed in this section went through pair-wise comparison on dimensions through AHP (analytic hierarchy process) by professionals and scholars from marketing innovation field, to acquire the comparative weights of each hierarchy. According to the research results: The order of importance for dimensions in marketing innovation system from restaurant and food industry were: “positioning and segmentation innovation” (0.21), “innovation on marketing research” (0.207), “product innovation” (0.187), “promotion innovation” (0.168), “pricing innovation” (0.125) and “distribution innovation” (0.103).