焦點廠商與競爭者顧客滿意度之比較分析 —以撈王鍋物料理為例

Abstract

本研究以「上海撈王鍋物料理」為研究個案，主要目的在建構大陸地區撈王鍋物料理之競爭者顧客滿意度比較分析管理機會方格。 中國大陸餐飲市場，擁有廣大的消費人口，近年來人民所得大幅提升，2019年加上國際經濟局勢動盪不安，中美貿易大戰(Trade Wars)開打，雖間接影響中國人民荷包，但中國餐飲業仍呈現朝氣蓬勃且競爭激烈的現象。大陸餐飲業是一個死亡率極高的行業，在北京，每兩家新店開張，伴隨這是一家老餐廳關門，在上海，這數據是1:1，所以在大陸的餐飲業是飽和度極高，存在巨大的競爭壓力，35779億的市場，500多萬個餐飲廠家同台競技，其慘烈程度可想而知。 本研究主要是想了解，經營十年的撈王，從口味、環境、服務及整體性價比，在顧客心中的滿意度為何?也想知道，撈王與知名競爭者比較後，撈王的核心競爭優勢在哪裡?還有顧客不滿意撈王鍋物的地方。 本研究是透過292份的有效問卷，分為用餐人問卷，與實際用餐買單人問卷，問卷設計從口味、環境、服務各三題及整體性價比等重要題型，在蘇州與上海兩地門店進行顧客意見採集，將問卷中每一題項之顧客滿意程度分數，與競爭者相比後，撈王競爭優勢之數據進行資料統計，進一步整理及分類，透過管理機會方格檢視並瞭解顧客對於「上海撈王鍋物料理」的滿意程度與競爭優勢程度，透過實際用餐買單人問卷，還可以了解撈王用餐整體性價比好不好。維持高水平的顧客滿意度，以建立高門檻的企業競爭優勢，不斷的創新改革，進而達到品牌領導。

The main purpose of this study is to construct a comparative analysis of customer satisfaction and competitive advantage of Shanghai Laowang Restaurant in Mainland China. The restaurant industry in China contains large number of population and in recent years, the mainlander’s income greatly increased. In 2019, although the international economic downturn and the Sino-US trade wars affected people’s income, the Chinese dining industry remains vigorous and competitive. The mortality rate of Chinese restaurant is incredibly high. In Beijing, the statistics is for the opening of every two new restaurants brings the closing of one existing restaurant. In Shanghai, the competition is even stronger where the mortality ratio is for one new restaurant means the closing of one existing restaurant. Therefore, the catering industry in mainland China is extremely saturated, and the competition is brutal. The market value is about 3577.9 billion with more than 5 million catering suppliers competing with each other. The fierce battle between restaurants is apparent. This research mainly intends to explore about customer’s satisfaction in aspects such as taste, environment, service and overall cost evaluation after ten years of operation. Other intensions include to figure out the core competitive advantage of Laowang after analyzing well-known competitors and to learn about in which aspects could customers be unsatisfied with Laowang experience. This research is based on 292 questionnaires, which are divided into diner part and product buyer part. Questionnaires are designed to collect consumers’ feedbacks from shops in Suzhou and Shanghai from three aspects: taste, environment, service and overall price evaluation. Each item from the consumer satisfaction evaluation questionnaires is recorded, and then to compare with competitor to better realize Laowang’s forte. Through the questionnaire and the analysis of management grid, we seek to understand the cost effectiveness of Shanghai Laowang. The goal is to maintain high level of customer satisfaction, to establish Shanghai Laowang’s competitive advantage with high threshold, and to constantly innovate and reform, then to achieve brand leadership.