餐飲業自主品牌經營模式探討－以客燒日式居酒屋為例

ASIA unversity > 管理學院 > 經營管理學系 > 博碩士論文 > Item 310904400/113558

Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/113558

Title:	餐飲業自主品牌經營模式探討－以客燒日式居酒屋為例 The Study of the Restaurant Industry's Own Brand Business Model - the Example of Kei-Syou Japanese Izakaya
Authors:	詹益全 CHAN, YI-CHUAN
Contributors:	經營管理學系
Keywords:	餐飲業;商業模式;行銷策略 Food and Beverage Industry;Business Model;Marketing Strategy
Date:	2022-08-28
Issue Date:	2022-10-28 08:15:36 (UTC+0)
Publisher:	亞洲大學
Abstract:	本研究的目的在於探討客燒日式居酒屋的經營運作情形，以期能了解關於餐飲業自主品牌相關的經營模式與行銷策略。透過經營管理現況、商業模式、行銷策略等三個構面來探討客燒日式居酒屋的經營運作現況，研究結果顯示：一、經營管理現況：目前平日用餐時間滿客率高，假日更是高朋滿座，必須事先預訂才會有位置。在網路社群平台上的粉絲專頁評價，累積了一千多則五星好評，已是網路上已經是小有名氣的美食居酒屋。二、商業模式：與一般串燒店及高及日式料理店做一個區隔，又平衡這兩類型的消費族群，定位為家庭式的居酒屋。三、行銷策略：餐館定位「家庭式居酒屋」，並從成本、消費族群、競爭對手的價格考量，再到自己本身的居酒屋定位，做出最後產品的定價。銷售上以客人到店消費為主，並無其他外送及外送平台服務。另外在行銷部分則委外給專業的網路行銷公司。對未來想自創品牌的餐飲業的建議：餐廳的選址、定位以及產品價格，都必須做足功課。除了這些基本條件外，針對食材料理、新鮮度、現場人員的服務等，也都是開店成功與否的基本要素。隔行如隔山，如果本身沒有專業行銷能力，委外找公關行銷公司會是更好的選擇。 The purpose of this study is to examine the business operation of Kei-Syou Japanese Izakaya in order to understand the business model and marketing strategy related to the restaurant industry's own brand. The study examined the current situation of Kei-Syou Japanese Izakaya operations through three dimensions: management status, business model, and marketing strategy.I. Management Status: The restaurant has a high patronage rate during weekdays and a full house during holidays, and reservations are required to secure a table. The fan page on the online social media platform has accumulated more than 1,000 five-star reviews, and the restaurant is already a well-known gourmet izakaya on the Internet.II. Business model: To make a distinction with general kebab stores and high and Japanese restaurants, and to balance the two types of consumer groups, positioning as a family-style izakaya.III. Marketing strategy: The restaurant is positioned as a "family-style izakaya", and the final product pricing is made based on cost, consumer groups, competitors' price considerations, and its own izakaya positioning. We do not have any other delivery or delivery platform services. In addition, we outsource our marketing to a professional internet marketing company.Suggestions for the restaurant industry that wants to create own brand in the future:The location, positioning and prices of the products must all be done. In addition to these basics, food preparation, freshness, and on-site staff service are all essential elements to the success of a restaurant. If you don't have professional marketing skills, a better option is to hire a public relations marketing company.
Appears in Collections:	[經營管理學系 ] 博碩士論文

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