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Title:	團膳產業之策略行銷分析以福田有限公司為例 Marketing strategy of futen co.Ltd
Authors:	魏秀汝 wei, hsiu-ju
Contributors:	巫立宇魏秀汝 wei,hsiu-ju
Keywords:	團膳策略行銷福田 4C
Date:	2023
Issue Date:	2023-07-06 16:25:38 (UTC+8)
Abstract:	摘要福田有限公司成立之初，主要以伙食承包駐點團膳供應模式為主，與許多知名企業簽訂承攬駐點供膳契約服務，提供美味衛生且經濟實惠的自助餐飲模式，但隨著臺灣團膳產業競爭激烈，大量展店已非福田首要目標，福田於2016年開始逐步調整經營模式轉變營業型態，並改進現有作業流程及成本規劃，以維持競爭優勢。　　本研究將探討在面對大環境衝擊及疫情危機之下，福田落實哪些實際作法，協助福田挺過難關，並以策略行銷4C架構深入探討，驗證此行銷策略架構於實務上之應用性。　　研究結果發現，福田在策略行銷4C架構都有多項具體措施，經過整理歸納後，『因應成本調整供餐策略』、『對不同顧客所客製化的各項貼心餐點服務』以及『分析員工每日用餐心理所努力實現之方便性』為個案公司最為關鍵的幾個成功因素。 Abstract At the beginning of its establishment, Futen Co., Ltd. mainly operated a catering service model, contracting to provide stationed meals for many well-known enterprises. It offered a delicious, hygienic, and affordable self-service catering model. However, due to intense competition in Taiwan`s catering industry, expanding its business establishments was no longer Futen`s primary goal. Beginning in 2016, Futen gradually adjusted its business model, action including improving its existing operational processes and cost planning to maintain its competitive advantage. 　　This study explores the actual practices that Futen implemented to conduct the impact of the macro environment and the COVID-19 crisis. Using the 4C marketing framework, this study has further investigated the applicability of this marketing strategy framework in practice. The results of the study showed that Futen had several specific measures in the 4C marketing framework. After summarizing and analyzing the data, the study found that "product cost-adjustment plane," "customising meal services for target customers," and "analyzing employees dining behavior to efficient the service" were the most critical success factors for the case company.
Reference:	參考文獻中文部分  王瑞琪、陳義文、王煜翔（2014）。團膳業食品品質與服務品質之顧客滿意度探討-以中央廚房及學校自立廚房為例。北商學報，25/26，頁1-27。  李義川（2007）。團體膳食規劃與實務。台北市：五南圖書出版股份有限公司。  邱志聖（2020）。策略行銷分析：架構與實務應用第五版。台北市：元照出版社  黃紹顏（2007）。團體膳食製備。台北市：華香園出版社  鍾明昌（2010）。建構團膳業智慧資本衡量指標之研究。醒吾技術學院碩士論文日文部分  山口小口,外食サービス販賣部之產業,東洋經濟社, 1978, P.23.  高木和男,集團給食管理,東京同文書院,1978, P.4. 英文部分  Kotschevar, L.H. Quantity Food Production. The Maple Press Company. 1975, P.3.  Morgan, W.J. Supervision and Management of Quantity Food Preparation Mrcutrhan Publishing Company. 1974, P.5. 網站部分  台灣趨勢研究：餐飲業發展趨勢（2022年） https://www.twtrend.com/trend-detail/food-and-beverage-service-activities-2022/  財政統計資料庫查詢：餐飲業細業別之營利事業家數https://web02.mof.gov.tw/njswww/WebMain.aspx?sys=100&funid=defjspf2  經濟部統計處：批發、零售及餐飲業營業額統計 https://dmz26.moea.gov.tw/GA/common/Common.aspx?code=E&no=6
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 109932420
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0109932420
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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