政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/142888

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/142888

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题名:	以策略行銷 4C 架構初探異國餐廳之經營-以 O 公司為例 Strategic Marketing analysis of exotic restaurants- A Case Study of Company O
作者:	李任翔 Lee, Ren-Shyang
贡献者:	陳立民 Chen, Li-Ming 李任翔 Lee, Ren-Shyang
关键词:	交易成本行銷交換代理理論創新擴散理論可能性推敲模型信任策略行銷4C 餐飲服務產業 Transaction cost Market transactions Agency problem Diffusion of innovations Elaboration likelihood model Trust Strategic marketing 4C framework Food service industry
日期:	2022
上传时间:	2023-01-05 15:17:43 (UTC+8)
摘要:	隨著台灣經濟起飛、服務業興起以及性平教育觀念逐漸提升，台灣的外食文化逐漸形成，根據2016年行政院統計有高達93%的台灣民眾有外食的習慣。而大台北地區更是餐飲業者兵家必爭之地，除了固有的中式、台式美食外，各式各樣的異國餐廳更是遍地開花，由於競爭過於激烈，也讓餐飲業形成了紅海市場。本研究目的在於探討經營超過20年且位於台北地區，擁有三間異國餐廳的O公司之行銷策略與執行狀況，研究採取「個案研究」方式，並使用策略行銷4C架構作為分析主軸延伸訪談內容，透過一對一深度訪談蒐集第一手資料，另再搭配其他次級資料的輔佐。除此之外，也用同樣的研究架構採訪O公司之競爭對手，透過分析比較進行研究歸納，以提出更全面，且貼近企業實務的建議。研究發現O公司在策略行銷4C架構當中，除了專屬陷入成本(C4)沒有投入之外，在外顯單位效益成本(C1)、資訊搜尋成本(C2)以及道德危機成本(C3)都有投資一定的金錢與精力。相較於競爭對手，C1跟C2是O公司相對需要加強的地方，尤其在線上渠道的行銷操作與管理，因此會建議短期內O公司可優先加強C1跟C2的部分，並在中長期可加入管理C3與建置C4的計畫。 Taiwan’s dining-out culture has grown substantially in recent years due to economic growth, the blooming of the service industry, and the normalization of gender equality education. Based on R.O.C. (Taiwan) statistics in 2016, more than 93% of people have the habit of eating out. In Taipei, there is no denying that the food service market is competitive. In addition to Chinese and Taiwanese food restaurants, restaurants offering foreign cuisines are thriving in Taipei. Because of the tremendous competition in the restaurant market, the Taipei food service industry has become a red sea market. This study aims to empirically analyze company O, which operated for more than twenty years and owned three exotic restaurants in Taipei, by using the Marketing Strategic 4C framework. This study adopts the case study method. In particular, an in-depth interview is primarily used to obtain needed information, and second-hand data collection is auxiliary applied. Moreover, to give the case company practical and comprehensive suggestions, this study compares the competitor of the case company by using the same 4C framework. The result of this study revealed that, except for specific assets (C4), the company O invests in the cost of utility (C1), search and information costs (C2), and cost of moral hazard (C3). Compared to the competitor, the company needs to improve C1 and C2. It also revealed that managing online marketing channels is one of the company`s critical priorities. Finally, company O could invest in C3 and C4 in the long run to enlarge its competitive advantage.
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描述:	碩士國立政治大學企業管理研究所(MBA學位學程) 107363036
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0107363036
数据类型:	thesis
DOI:	10.6814/NCCU202201763
显示于类别:	[企業管理研究所（MBA學位學程）] 學位論文

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The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

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