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題名 小型餐飲業展店策略 ──以 SWOT 和李克特量表分析
Investigating the Expansion Strategy of Small-Scale Food Business from the Perspective of SWOT and Likert Scale作者 張軒慈
Chang, Hsuan-Tzu貢獻者 陳立民
Chen, Li-Ming
張軒慈
Chang, Hsuan-Tzu關鍵詞 小型企業
資源配置
展店策略
Small Scale
Resource allocation
Expansion Strategy日期 2020 上傳時間 3-八月-2020 18:40:27 (UTC+8) 摘要 為協助小型餐飲業資源配置優化，本研究藉即將展第二間店的小型餐飲業A做為研究個案，根據配對SWOT交叉策略與消費者外食習慣抽樣調查，以因素分類矩陣分析並參考人口變數所得出之結果，並給予營業建議。經研究結論可知，小型餐飲業於該商圈展店必須具備的要素包含提供多樣性的餐點選擇、令人愉悅的用餐氣氛與網路上的優良評價等；充分具備要素包含業者於社群平台上與消費者的互動性與明確的食材來源介紹等；而豐富的酒類品項則為少部分重視的非充分要素。小型餐飲業的必要改善條件包含上菜時間符合需求與服務人員對於餐點的解說能力等；充分改善條件為餐點擺盤值得拍照、消費者社交圈知名度等；而餐廳是否為連鎖品牌則為大部分消費者不重視的可排除要素。
In this research, the restaurant A as a case study, analyze with the SWOT matrix and the survey results to provide recommendations to them as the reference for making the expansion strategy in the new district.This research shows that while a small-scale food business making the expansion strategy and the resource allocating, there are the Necessary condition includes multiple-choice of menu, pleasant atmosphere and the online positive review; the Sufficient condition includes well online customer interaction and the introduction of ingredients. The Weak condition includes a variety of beer. The Necessary improvement includes serve the dish in a short period of time and the waiter’s capability of introducing the dishes. 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Using The Analytic Network Process (ANP) in a SWOT Analysis–A Case Study For A Textile Firm. Information Sciences, 177(16), 3364-3382. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363060資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106363060 資料類型 thesis dc.contributor.advisor 陳立民 zh_TW dc.contributor.advisor Chen, Li-Ming en_US dc.contributor.author (作者) 張軒慈 zh_TW dc.contributor.author (作者) Chang, Hsuan-Tzu en_US dc.creator (作者) 張軒慈 zh_TW dc.creator (作者) Chang, Hsuan-Tzu en_US dc.date (日期) 2020 en_US dc.date.accessioned 3-八月-2020 18:40:27 (UTC+8) - dc.date.available 3-八月-2020 18:40:27 (UTC+8) - dc.date.issued (上傳時間) 3-八月-2020 18:40:27 (UTC+8) - dc.identifier (其他 識別碼) G0106363060 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131338 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 106363060 zh_TW dc.description.abstract (摘要) 為協助小型餐飲業資源配置優化，本研究藉即將展第二間店的小型餐飲業A做為研究個案，根據配對SWOT交叉策略與消費者外食習慣抽樣調查，以因素分類矩陣分析並參考人口變數所得出之結果，並給予營業建議。經研究結論可知，小型餐飲業於該商圈展店必須具備的要素包含提供多樣性的餐點選擇、令人愉悅的用餐氣氛與網路上的優良評價等；充分具備要素包含業者於社群平台上與消費者的互動性與明確的食材來源介紹等；而豐富的酒類品項則為少部分重視的非充分要素。小型餐飲業的必要改善條件包含上菜時間符合需求與服務人員對於餐點的解說能力等；充分改善條件為餐點擺盤值得拍照、消費者社交圈知名度等；而餐廳是否為連鎖品牌則為大部分消費者不重視的可排除要素。 zh_TW dc.description.abstract (摘要) In this research, the restaurant A as a case study, analyze with the SWOT matrix and the survey results to provide recommendations to them as the reference for making the expansion strategy in the new district.This research shows that while a small-scale food business making the expansion strategy and the resource allocating, there are the Necessary condition includes multiple-choice of menu, pleasant atmosphere and the online positive review; the Sufficient condition includes well online customer interaction and the introduction of ingredients. The Weak condition includes a variety of beer. The Necessary improvement includes serve the dish in a short period of time and the waiter’s capability of introducing the dishes. The Sufficient improvement includes the photo worthy dishes and the reputation in one`s network; and if it"s a chain restaurant is belonging to the Must-discard condition. en_US dc.description.tableofcontents 摘要 IAbstract II目次 III圖次 VII表次 VIII第一章 緒論 1第一節 研究背景與動機 1第二節 研究問題與目的 3第二章 文獻探討 5第一節 消費者行為 5第二節 SWOT理論 7第四節 李克特量表 14第五節 理論缺口 18第三章 研究方法 19第一節 研究架構 19第二節 研究對象與方法 21第三節 資料分析方法 22（一）敘述性統計分析（Descriptive Statistics Analysis） 22（二）項目分析（Item Analysis） 22（三）探索性因素分析（Exploratory Factor Analysis） 22（四）信度分析（Reliability Analysis） 23第四節因素分類矩陣 24第四章 個案研討 28第一節 台灣餐飲產業分析 28（一）困境面 30（二）通路面 30（三）網路科技面 30第二節 餐廳A公司背景 32第三節 編制問卷 33第四節 內部分析 38第五節 SWOT交叉配對策略 40第六節 人口統計變數分析 43第七節 外食消費行為分析 45第八節 探索性因素分析 48第九節 信度分析 50第十節 問卷調查結果與SWOT分析比對 52第五章 結論與建議 56第一節 研究結論 56第二節 建議作法 58（一）必要營運條件（Necessary condition） 581.餐廳衛生環境（重視平均數4.3、標準差0.671） 582.上菜時間符合需求（重視平均數4.4、標準差0.76） 583.服務人員的態度（重視平均數4.39、標準差0.765） 594.餐點份量符合需求（重視平均數4.08、標準差0.895） 595.餐廳於網路上的評價（重視平均數3.87、標準差0.91） 606.餐點類型多樣性程度 / 餐點的功能性 607.服務人員的服裝儀容，是否符合餐廳形象 618.用餐氣氛（燈光、音樂、氣味、座位安排） 619.預約/訂位便利性 6110.服務人員對餐點的解說能力 61（二）充分營運條件（Sufficient condition） 621.餐廳於社交平台上與消費者互動性 622.食材來源介紹 623.店址及商圈選定 624.是否時常更換季節性餐點 635.餐廳於社交圈的知名度 636.餐點擺盤值得拍照分享 64（三）非充分營運條件（Weak condition） 651.是否提供豐富的酒類飲品 65（四）可排除營運條件（Must-discard condition） 65第三節 研究限制與未來建議 66參考文獻 67中文文獻 67英文文獻 70 zh_TW dc.format.extent 1573836 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106363060 en_US dc.subject (關鍵詞) 小型企業 zh_TW dc.subject (關鍵詞) 資源配置 zh_TW dc.subject (關鍵詞) 展店策略 zh_TW dc.subject (關鍵詞) Small Scale en_US dc.subject (關鍵詞) Resource allocation en_US dc.subject (關鍵詞) Expansion Strategy en_US dc.title (題名) 小型餐飲業展店策略 ──以 SWOT 和李克特量表分析 zh_TW dc.title (題名) Investigating the Expansion Strategy of Small-Scale Food Business from the Perspective of SWOT and Likert Scale en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻王香樺（2010）。台灣連鎖餐飲業經營關鍵成功因素之研究。國立臺北商業技術學院商學研究所碩士論文，未出版，台北市。王瑞顯，吳正雄，吳慧芝，林孟築，林家秀（2008）。遊客對臺南地方小吃品牌權益之認知研究。嘉南學報，第34期，第872~883頁。石安伶，郭曼忻（2019年）。TTR台灣趨勢研究報告：餐飲業發展趨勢。上網日期2020年4月20日，檢自：https://www.twtrend.com/share_cont.php?id=77江岷欽（2011）。臺北市學校社區化教育資源之 SWOT 分析。教師天地，第173期，第22~28頁。行政院主計總處（2013）。100年工商及服務業普查報告，第6卷批發及零售業、住宿及餐飲業。上網日期2020年7月6日，檢自：https://www.stat.gov.tw/ct.asp?xItem=37470&ctNode=543吳安妮（2011）。以一貫之的管理－整合性策略價值管理系統（ISVMS）。會計研究月刊，第312期，第106~120頁。吳文緯（2006）。產品差異與口碑行為關係之研究，國立台灣科技大學企業管理學系碩士論文，未出版，臺北市。吳正雄（1998）。國際來華旅客對中華餐飲消費行為之研究。中國文化大學觀光事業研究所碩士論文，未出版，臺北市。吳正雄，李坤城（2012）。親子外食消費行為與餐廳選擇因素之研究：以南部地區為例。嘉南學報，第三十八期，第302~312頁。李韜，（2018）。餐飲全面服務管理：抓牢顧客的心。臺北市：崧燁文化邱皓政，（2010）。量化研究與統計分析－SPSS資料分析範例。臺北市：五南。徐仁全（2007），吃出競爭力－外食人口大調查。遠見雜誌，第252期，第86~88頁。高洪忠（2004）。變異係數的區間估計。數理統計與管理，第5期，第10~11頁。秦宜婕（2005）。台灣餐飲業創業管理之關鍵成功因素之探討。佛光人文社會學院管理學研究所碩士論文，未出版，宜蘭縣。國家實驗研究院科技政策研究與資訊中心（2006）。SWOT、PEST與五力分析，上網日期2020年3月13日，檢自：http://iknow.stpi.narl.org.tw/Post/Read.aspx?PostID=2955許家豪（2014）。義式餐廳之經營策略探討。中原大學企業管理研究所碩士論文，未出版，桃園市。陳宗玄（2010），台灣家庭外食消費支出影響因素之研究－世代分析之應用。朝陽學報，第15期，第45~68頁。陳鈺涵（2013）。異國料理餐廳服務環境、消費者異國料理理態度、與購買意圖關係之研究：以美式、日式餐廳為例。高雄餐旅學院餐飲管理研究所碩士論文，未出版，高雄市。陳澤義（2004）。服務管理。臺北市：華泰。陳麗婷（2019）。全球食品產業趨勢－ITIS觀點。上網日期2020年2月4日，檢自：https://www.moea.gov.tw/MNS/doit/industrytech/IndustryTech.aspx?menu_id=13545&it_id=223黃俊英（1982）。行銷研究--管理與技術（第六版）。臺北市：華泰書局。溫慕垚（2014）。這就是行銷：行銷金三角。臺北市：集夢坊。經濟部統計處（2020）。108 年批發、零售及餐飲業經營實況調查報告。上網日期2020年3月20日，檢自：https://www.moea.gov.tw/Mns/dos/content/ContentLink.aspx?menu_id=9431經濟部中小企業處（2018）。2017中小企業白皮書。上網日期2020年7月6日，檢自：https://smeomcs.moeasmea.gov.tw/news_view.php?id=44樊志育（1981）。廣告設計學。臺北市：三民書局。謝安田（1993）。企業研究方法。臺北市：作者自行出版。Buffon Digital & Technology（2020）。2019年餐飲業營業額統計。上網日期2020年3月22日，檢自：https://medium.com/buffondt/2019%E5%B9%B4-%E9%A4%90%E9%A3%B2%E6%A5%AD-%E7%87%9F%E6%A5%AD%E9%A1%8D%E7%B5%B1%E8%A8%88-38c92da8f36d英文文獻Andrews, K. 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