This research is mainly use the restaurants in Hsinchu Science Park as study subjects to explore the different marketing strategies of each parity Japanese restaurants with in-depth interviews, and giving advices on marketing mode to each restaurant base on results run by Porter five forces analysis and SWOT analysis.
Study shows there are substantial amount of restaurants in this area to cause cluster effect, but each competitor fix the pricing on the similar parity range with little product differentiation which enhance the importance of promotion strategies. A promotion from food channel on TV is the most efficient way to build up a restaurant’s reputation. Restaurants with promotions that combine word of mouth from internet and food channels have the highest discuss level hence become the main attraction for customers. Therefore, customers mainly make choice out of competing homogeneous restaurants on its visibility, and TV media is the best way to cumulate visibility.
