西式餐飲跨足中式私廚之策略轉型－以個案A餐廳為例

Abstract

漫延全球的COVID-19疫情，對全球經濟與產業發展產生巨大的影響，尤以旅遊業與餐事飲業為甚，從傳統產業、科技產業、金融服務、餐飲事業等等無不透過組織變革與經營模式的調整，以因應疫情所帶來的衝擊，本研究的個案公司所經營的西式餐廳亦未能倖免。 本研究主要探討個案公司，在台灣餐飲業的極度競爭、消費者的多樣性、規模經濟的瓶頸及疫情肆虐的多重壓力下，如何透過組織變革與改變經營策略，來突破困境與轉型。個案公司透過台灣餐飲市場的分析與策略轉型，除調整西式平價餐廳經營模式與跨足高價的中式私廚外，更透過異業結合-沉香事業，重新詮釋中式私廚的經營理念與商業模式，塑造不同於市場的價值主張與客戶體驗，以服務到「家」的品質與氛為，成為未來台灣高價中式私廚的代表。

Recently spread the epidemic of COVID-19 in around the world, it makes seriously impact for both industry and economic situation globally. There are both economic shocks of tourism and catering especially. In the meantime, most of enterprises pay attention to do organizational changes for business adjustment to avoid the pandemic damage of COVID-19, such as traditional industry, high-tech, catering, financial services, and so on. It is also gotten impact severely for the case study of restaurant A in this research. We will study the case of company how to make business strategy with organizational changes to resolve the difficulties under the marketing competition, various behaviors of customers, and the buttle neck of economic scale. Followed by the marketing analysis of catering in Taiwan with the strategic transformation, the case of company adjusts the restaurant of western food and participate the business of Chinese private kitchen. Moreover, the case of company also introduces agarwood business with Chinese private kitchen. Redefined the Chinese private kitchen in the market, it is the major intention of company to do. To identify different value proposition and customer experience for serving as the taste of home is what the case of company for interpretation of Chinese private kitchen. The expectation of the company is going to be the representative of Chinese private kitchen in Taiwan.