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| Title: | 以顧客體驗為核心的品牌經營與展店策略研究 ——以上吉燒肉為例
A Study on Brand Management and Expansion Strategy Based on Customer Experience: The Case of Jokichi Yakiniku |
| Authors: | 林佑勳
Lin, Yu-Hsun |
| Contributors: | 陳嬿如
Chen, Yen-Ru
林佑勳
Lin, Yu-Hsun |
| Keywords: | 顧客體驗
品牌經營
展店策略
服務設計
日式燒肉
Customer Experience
Brand Management
Expansion Strategy
Service Design
Japanese BBQ |
| Date: | 2025 |
| Issue Date: | 2025-09-01 14:45:02 (UTC+8) |
| Abstract: | 本研究以「上吉燒肉」為研究個案，從顧客體驗出發，探討品牌經營與展店策略在高度競爭的臺灣餐飲市場中，如何建立差異化優勢並達成永續成長。日式燒肉市場近年蓬勃發展，消費者對於用餐品質與服務細節的期待日益提升，品牌若欲擴張規模，須面對如何在多點營運下維持一致性的挑戰。本研究旨在解析顧客體驗對品牌價值的影響，並提出有助於服務品質複製與展店策略規劃的建議。研究結果顯示，「上吉燒肉」能夠建立顧客忠誠關係的關鍵，來自於高品質食材、細膩的桌邊服務流程與營造情感連結的品牌氛圍。顧客普遍對品牌有高度認同，並期待未來展店時能維持既有的體驗一致性與服務標準。本研究建議品牌在進行多點擴張前，應優先強化人力制度建置與服務流程標準化，並思考導入知識管理系統與數位工具，提升服務再現能力與組織學習效率，以奠定品牌永續經營之基礎。
This study adopts "Jokichi Yakiniku" as a case study to explore how brand management and expansion strategies, centered on customer experience, can create differentiation and achieve sustainable growth in Taiwan's highly competitive restaurant industry. With the rapid development of the Japanese BBQ market in recent years, consumers have grown increasingly attentive to dining quality and service details. For brands seeking multilocation expansion, maintaining consistent customer experiences across branches poses a significant challenge. This research aims to analyze the influence of customer experience on brand value and propose strategic recommendations for replicating service quality and planning expansion paths. The findings indicate that Jokichi Yakiniku’s customer loyalty is primarily driven by its commitment to high-quality ingredients, refined table-side service processes, and emotionally resonant brand atmosphere. Respondents showed strong brand recognition and emphasized the importance of maintaining consistent experiences across future locations. The study recommends that prior to expansion, the brand should prioritize the establishment of standardized service processes and human resource systems, while also considering the adoption of knowledge management systems and digital tools to enhance service reproducibility and organizational learning capacity. These efforts will form a solid foundation for the brand’s long-term sustainability. |
| Reference: | 一、外文文獻
Ansoff, H. I. (1957). Strategies for Diversification. Harvard Business Review, 35(5), 113–124.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Ladhari, R. (2009). Service quality, emotional satisfaction, and behavioral intentions: A study in the hotel industry. Managing Service Quality: An International Journal, 19(3), 308–331.
Matsuo, K. (1995). Japanese Culinary Terms Dictionary. Shibata Shoten.
Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Wiley.
Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value Proposition Design: How to Create Products and Services Customers Want. Wiley.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97–105.
Schmitt, B. H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate. The Free Press.
Stickdorn, M., Schneider, J., Andrews, K., & Lawrence, A. (2011). This is Service Design Thinking: Basics, Tools, Cases. Wiley.
松尾惠子（1995）。日本料理用語小辭典。東京：柴田書店。
二、中文與網路資料
alive 悅遊生活週刊編輯部（2023 年 10 月）。乾杯、王品、築間燒肉大戰升溫！日本和牛、桌邊服務、獨食燒肉⋯誰能勝出？alive 悅遊生活週刊十月號238期。
Michelin Guide（2021）。台北大腕燒肉：以無菜單式服務打造劇場般體驗，連四年榮獲米其林一星。https://guide.michelin.com/tw/zh_TW/article/features/dawan- yakiniku-taipei-one-michelin-star
食力新聞編輯部（2023 年 9 月）。從燒肉放題到高端和牛，燒肉市場怎麼吃都不膩？食力 FoodNEXT。https://www.foodnext.net/issue/paper/5593861272
商業週刊 Smart 智富月刊編輯部（2024 年 4 月 5 日）。200 億燒肉商機開打！王品、築間、馬辣搶搶滾，燒肉為何成為下一個火鍋？商業週刊 Smart 智富月刊。https://smart.businessweekly.com.tw/Reading/IndepArticle.aspx?id=6012454
商業週刊編輯部（2023 年）。不裁一員勇度疫情衝擊，疫後復甦快速回彈九成，上吉燒肉是如何做到的？商業週刊2023 年 3 月 22 日線上“獨立企劃”。
陳映璇（2023 年 11 月）。一人燒肉正夯！從燒肉 Smile 到燒肉 LIKE，個人燒肉如何改變台灣臺灣燒肉版圖？關鍵評論網。 https://www.thenewslens.com/article/199944 |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
111932410 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111932410 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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