主題餐廳結合文化創意產業經營成功因素之探討－以高雄懷舊餐廳爲例

Business Success Factors of Management in the Combination of Themed Restaurants and Culture and Creative Industries-Case Study on Kaohsiung Nostalgia Restaurants

王明元(Ming-Yuan Wang) ； 陳慧貞(Huey-Jen Chen)

《商業現代化學刊》 5卷2期 (2009/11) Pp. 55-69

https://doi.org/10.6132/JCM.2009.5.2.05

摘要

隨著文化的開放和消費者結構的改變，台灣餐飲業者應用市場區隔概念在各處創設各種不同主題的餐廳，而自二十世紀末起，全球吹起一股懷舊風，在台灣也出現許多以懷舊爲訴求的商品以及行銷手法，懷舊餐廳的興起即爲一例。全省以懷舊風爲訴求餐飲業目前在雅虎網站商家有登錄的就有約118家，其中最爲知名（最常被推薦）與成功的案例即爲台中的「台灣香蕉新樂團人文生活館」與台北的「臺灣故事館」。深究其經營模式，成功的結合了餐飲與文化創意產業因素，在商業與文化間找到了非常好的平衡，因而引起產官學界廣泛的討論與業界爭相模仿，於是全省一間間懷舊主題餐廳相繼開店，但隨著許多的相同訴求餐飲業者投入市場競爭，藍海策略已成爲一種發展趨勢，如何有效的吸取他山之石成功經驗運用於經營模式，並找出市場辨識度高的經營特色來增加其競爭優勢，已成爲餐飲業者在經營上所要面對的問題。本研究精選高雄地區六間較爲知名案例，深入訪談其經營人，從探討其經營特色、文化創意產業因素及行銷策略歸納其經營成功因素，經研究結果發現：富有創意的主題特色、店址選擇正確、以美食爲主的永續經營理念、正確的行銷策略結合多元化的經營模式、高品質的服務水準等是訪談案例共同的經營成功因素。

關鍵字

主題餐聽 ； 懷舊餐廳 ； 經營成功因素 ； 文化創意產業

並列摘要

With cultural opening and the change in consumer structure, the application of the concept of market segmentation to set up different type of themed restaurant becomes more popular than before. The nostalgic fashion has widely spread since the end of 20th century and is followed by the appearance of nostalgia-related commodities and marketing strategies in Taiwan. Nostalgia themed restaurant is one of them. They successfully combine food and beverage business as well as the factors of culture and creativity Industry, and well balance the commercial and culture. Moreover, their successes have not only attracted the attention and discussion of industry, government, and academia, but also encouraged the operators to follow. More and more nostalgia themed restaurants were set up one after another thereafter. With many competitors plunging into the market, ”Blue Ocean” strategy has become a development trends. However, to correctly imitate those successful experiences, as well as to effectively enhance the distinguishing characteristics, have become the issues the operators confronted with. This research precisely selects six known nostalgia themed restaurants in Kaohsiung, with further interview with the persons in charge. We probed into their distinguishing characteristics, factors of cultural creativity as well as marketing strategy, and a conclusion to the success factors as follows: creative and distinguishing characteristics of themes, appropriate business site selection, business continuity with highlight on delicacy, combination of appropriate marketing strategy and diversified business models, as well as high-quality service. Furthermore, hopefully this report will be helpful to practical operators in locating their resource and making their strategy decision, as well as be an advice to the further researchers.

並列關鍵字

themed restaurants ； nostalgia themed restaurants ； success factors ； Culture and Creative Industry