台北市行動餐車行銷策略之研究：兼論公私夥伴關係

Marketing Strategies of Food Trucks with Public Private Partnership in Taipei City

張俊仁(Chun-Jen Chang)

指導教授 ： 張世賢

國立臺北大學/公共事務學院/公共行政暨政策學系碩士在職專班/碩士(2016年)

摘要

在現今的商業環境中，不論是製造業亦或是服務業，顧客對於服務品質的要求是愈來愈高,當然餐飲業也不例外，因為環境競爭激烈，顧客的選擇性越來越多，而要如何滿足顧客的需求，成為保持競爭力與優勢的關鍵，行動餐車的行銷策略擬定，至為重要。
本論文採用文獻研究法、深度訪談法、SWOT分析法，以台北市區行動餐車為個案探討的行動餐車行銷策略，旨在探討行銷組合的策略與行銷績效兩者之間的關係、業界策略聯盟與行銷策略的關係、公私協力與行銷策略的關係。
分析探究個案現況及進行SWOT分析後發現得知，台北市行動餐車行銷策略之績效，除了私人業者本身行動餐車經營的獲利外，在公私協力的配合上，與公部門的活動成效亦呈互利共生的概念，互利共生便是呼應了公私協力的夥伴關係。台北市行動餐車可透過各種由下而上的公私協力夥伴關係合作機制，形成不同類型的組織，促進行動餐車產業的發展；未來若能透過政府大力推動與政策支援，亦透過各種產官學政等交流互動，形成行銷、研究、研發等不同網絡，將可大力促進行動餐車產業發展。
本論文雖重點著眼於台北市行動餐車行銷策略與公私協力之間的探討。但在政策關係上，還是有值得討論的空間。本論文在政策建議上,提出從台北市政府、中央機關、觀光產業等三面向，探究行動餐車管理專法的可能。未來，若行動餐車管理專法或自治條例制定完備後，以一般社會大眾及中小企業為行動餐車申請對象之政策配套措施，更可擴大就業機會，增加政府稅收，創造雙贏局面。

關鍵字

流動攤販 ； 行動餐車 ； 行銷策略 ； SWOT分析 ； 策略聯盟 ； 公私協力

並列摘要

In today's business environment, whether it is also manufacturing or service industry, customer requirements for service quality is higher and higher, and of course food and beverage industry is no exception, because of the intense competition environment, more and more selective customer, And how to meet customer needs, has become key to maintaining competitiveness and advantages, actions diner marketing strategy formulation, is essential. This paper uses literature research, depth interview, SWOT analysis, to the Taipei District Action Case Discussion diner diner action marketing strategies designed to investigate the relationship between marketing strategy and marketing performance combination between industry strategic alliance relations and marketing strategies, the relationship between public and private partnership and marketing strategy.
Analysis to explore the current status of the case and conduct a SWOT analysis found that, the performance of marketing strategies of Taipei diner action, in addition to private industry operating profit diner action itself, but in the public and private work together with, and activities of the public sector was also found beneficial results the concept of symbiosis, mutualism is echoed synergies of public-private partnerships. Taipei diner action can through various bottom-up cooperation mechanisms partner of Partnership relations, the formation of different types of organizations to promote development initiatives dining car industry; future if government vigorously promote through policy support, but also through a variety of industry, government and political science and other interaction, the formation of
marketing, research, development and other different networks, will vigorously promote the actions dining car industry.
Although this paper focuses on the action in Taipei diner marketing strategies and public- private partnership between focusing on. But in the policy relations, there are still worthy of discussion space. The paper on the policy recommendations put forward from the Taipei City Government, central agencies, the tourism industry and other three-oriented, to explore possible action diner management expertise Law. The future, if the action after diner management expertise to develop a comprehensive law or autonomous regulations, to the general public and the SME support measures for policy action to apply the object of the dining car, but also to expand employment opportunities and increase government revenue and create a win-win situation.

並列關鍵字

mobile vendors ； food trucks ； marketing strategy ； SWOT analysis ； strategic alliances ； public-private partnership

參考文獻

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