多元尺度法運用在最佳產品之研究-以高雄市某連鎖咖啡館為例

The Research of MultiDimensional Scaling on the Optimal Products-A Case Study of Some Chain Coffee Shops

薛顯昌(Hsien-Chang Hsueh)

指導教授 ： 曾裕琇

國立高雄餐旅大學/餐旅學院/餐旅管理研究所在職專班/碩士(2009年)

https://doi.org/10.6825/NKUHT.2009.00017

摘要

餐飲服務業的經營環境因景氣變動、惡性競爭及全球化流通等因素，早已進入微利時代。如何選擇出最佳產品的組合來販售以增加收入、減少支出，是餐飲服務業非常重要之課題。本研究以高雄市某連鎖咖啡館為研究對象，以『魚骨圖要因分析法』，探討連鎖咖啡館最佳產品選擇之影響要因，另外以專家問卷配合咖啡館年度實際銷售額及產品原價率等資料，運用『多元尺度法』來探討咖啡館最佳產品之組合選擇，並與傳統ABC分析法來作比較。
本研究以資深經營者作深度訪談，以魚骨圖分析出影響經營者最佳產品之要因，包含：需要的材料種類少、原價率低、銷售情況良好、用電量少、需要加熱的時間短、耗損率低、製作成品時間短、需要用到的設備少及代表咖啡館意象的產品等九項要因。本研究並以咖啡館銷售產品：咖啡類、茶類、生活飲品與冰砂類、點心類及輕食類為統計對象，以『多元尺度法』分析依要因分析定位出各類之最佳產品，並分析個案公司各產品在知覺定位圖上的位置，以得到適合的最佳產品組合，結果發現與ABC分析法能作更多面向之思考，本研究成果將能提供未來餐飲業經營管理及行銷上之重要實務參考依據。

關鍵字

最佳產品 ； 要因分析 ； 多元尺度法 ； 連鎖咖啡館

並列摘要

Due to the factors of economic recession, fierce competition, and globalization, the business environment of food and beverage service has entered the “low profit times”. Thus, how to make the best optimal products to increase the overall revenue as well as to decrease the costs is the most important issue in this industry. Therefore, the purpose of this study is to learn the best and appropriate optimal products for coffee shops. The target group is one of Kaohsiung local coffee shop chain stores. The research adopted the “Cause and Effect Diagram”, so called Ishikawa Diagram or Fishbone Diagram, as the major methodology, comparing with the traditional ABC analysis, along with the variables, such as the best product choices in the coffee shop chain stores, the questionnaires from experts, the actual sales figures, the product original rates.
The proposed study is mainly based on the depth interviews from senior professional operators. On the other hand, it is done to analyze the influential factors for coffee shop owners to choose the best optimal products by using the “Cause and Effect Diagram” approach. There are nine influential issues in selecting the optimal products. These are the least raw materials varieties, low product original rates, effective sales, less electricity usages, short heating time, low depletion rat, short manufacturing time, the least needed equipment, and representative coffee shop image logo. In addition to the nine factors we have just mentioned, the best selling product varieties have to be considered; for example, the classes of coffee, tea, drinks, smoothies, desserts, and light foods. The approach of “MultiDimensional Scaling” is selected to analyze the best product from each class, and to locate various products to its best lot according to perceptual positioning map method. As a result, the study is able to come out with a solution of the best optimal products. Yet, the output has revealed more aspects by adopting “MultiDimensional Scaling” approach rather than by using traditional ABC analysis. The research outcome can offer a practical reference for future food and beverage service industry management and marketing.

並列關鍵字

optimal products ； cause and effect analysis ； MultiDimensional Scaling ； coffee shop chains stores

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