本研究旨在探討一家餐飲業公司之展店策略與整合行銷策略。由於個案公司乃屬新創公司,因此如何在競爭激烈的市場中立足成功,展店策略與整合行銷策略將是最關鍵的因素。本研究第一部分是探討個案公司背景,藉以了解組織的架構以及是否符合現在企業所需。接下來第二部分探討的是企業的軟硬體設施對企業營運的影響。第三部分則探討個案公司展店模式,研究探討新門市在找尋的過程中,如何評量自身能力資源去做展店評估與整合行銷,第四部分探討個案公司展店經營獲利模式,藉此驗證個案公司執行展店策略與整合行銷策略是否得宜。根據分析結果,本研究提出相關意涵與未來的研究方向建議。
The purpose of this study has focused on the expansion strategies and integrated marketing communications of g-company in food and beverage industry. These strategies play important role on how to make a start-up company succeed in a competitive environment. Thus, this study conducts a case study method to explore whether organization structures fit the needs of the G-company. Second, this study discusses the organizational behavior of G-company. The third and final part is to evaluate and examine the process of expansions and internationalization. According to the findings of the research, this study provides the implications and possible research in the future for the G-company