台灣的日式餐飲市場競爭非常激烈,近年來連鎖的日式定食店越來越多,本創作企圖以日本戰國這一段歷史為品牌的文本,去創造一個主題式的日式定食品牌。「天下布武」這句話取自於織田信長,他是終結日本戰國時代關鍵人物之一,這句話的涵義就是「以武士統治天下」,充分的表現出他的野心和理想。若將現在競爭激烈的台灣日式餐飲市場比做為當初的戰國亂世,本創作也希望藉由這句話做為品牌的思想,在市場上取得一席之地。 本創作先透過文獻去了解戰國時代的歷史、品牌的意涵以及飲食文化,再來訂定主要及次要競爭對手進行分析比較,之後再藉由文獻及分析後所歸納出的結論去進行創作,進而建立一個新的品牌以及一系列的設計規畫,希望能夠在市場中創造另外一波新的風潮。
The keen competition can be found among Taiwan’s Japanese-styled restaurants. In response to the boosting Japanese-styled chain restaurants, this work aims to create a brand of Japanese-styled theme restaurant based on the Sengoku Period in Japanese history. “Tenka Fubu,” which means “to rule the world by samurai,” said Oda Nobunaga, the key person putting an end to Sengoku Period, to reveal his ambition. The highly competitive market of Taiwan’s restaurant industry is compared to Sengoku Period, and such a quote thus become the core value of this brand, which indicates to compete for a leading place in this market. This work firstly starts with the historical references to introduce the history of this period, and therefore disclose the value of this brand as well as the food culture. Secondly, the rivals are divided into major ones and minor ones for the further analysis. On the basis of the reference and analysis, a new brand and a series of planning us are created in attempt to launch a whole new trend in this market.