台灣傳統火鍋店的策略分析-以台中市D火鍋店為例

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Title:	台灣傳統火鍋店的策略分析-以台中市D火鍋店為例
Other Titles:	Strategy Analysis of Traditional Hot Pot Restaurant in Taiwan-Take D Hot Pot Restaurant in Taichung City as an Example
Authors:	趙子強 CHAO, TZU-CHIANG
Contributors:	許昌賢 HSU, CHANG-HSIEN 經營管理學系碩士在職專班
Keywords:	8P行銷組合;行銷策略;火鍋業 8P Marketing Mix;Marketing Strategy;Hot Pot Industry
Date:	2023
Issue Date:	2023-11-22 02:09:15 (UTC+0)
Abstract:	火鍋作為台灣代表性的餐飲類型，近年來在市場上受到廣泛的關注與喜愛。然而，伴隨著競爭日益激烈，許多火鍋店面臨著市場瓜分、經營困境以及消費者需求多元化等挑戰。因此，瞭解並運用有效的行銷策略以提升火鍋店的競爭力與獲利能力，成為業界與學術界關注的焦點。本研究以台灣台中市某傳統火鍋店為例，探討如何運用8P行銷組合分析傳統火鍋店的經營策略，透過產品（Product）、價格（Price）、地點/通路（Place）、推廣（Promotion）、實體展示(physical evidence)、流程(process)、人員(people)、生產力與品質(productivity and quality)八個行銷要素，深入探討該火鍋店的經營策略。。本研究首先回顧行銷策略相關理論，並探討台灣火鍋業的發展歷程與現況。接著，採用個案研究法，深入剖析台中市D火鍋店的經營策略與8P行銷組合的應用。透過對該火鍋店的策略分析，本研究期望能提供業界相關實務建議，以協助其他火鍋店在激烈競爭的市場中突圍而出。此外，本研究也希望能為學術界提供更多關於火鍋業經營策略與8P行銷組合應用的實證研究，以豐富相關領域的知識體系。 As a representative type of dining in Taiwan, hot pot has gained popularity in the market for years. However, with the increasingly fierce competition, many hot pot restaurants are facing challenges such as market segmentation, operational difficulties, and diversified consumer demands. Therefore, understanding and applying effective marketing strategies to enhance the competitiveness and profitability of hot pot restaurants have become the focus of both industry and academia. This study takes a traditional hot pot restaurant in Taichung as an example, and explores how to use the 8P marketing mix to analyze the business strategy of traditional hot pot restaurants, delving into the marketing elements of product, price, place, promotion, people, physical evidence, process and productivity and quality.The research reviews the relevant theories of marketing strategy and investigates the development history and current situation of the hot pot industry in Taiwan. Subsequently, adopting the case study method, it deeply examines the business strategy and application of the 8P marketing mix in a hot pot restaurant in Taichung. Through the strategic analysis of the hot pot restaurant, this study aims to provide practical recommendations for the industry to help other hot pot restaurants stand out in the fiercely competitive market. Moreover, this research hopes to contribute more empirical studies on the business strategy and application of the 8P marketing mix in the hot pot industry to enrich the knowledge system of the relevant field.
Appears in Collections:	[經營管理學系 ] 博碩士論文

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