疫情下，餐飲業之商業模式創新

Abstract

2019年開始，全球遭到新型冠狀病毒Covid-19疫情的肆虐，導致全球經濟停擺，許多產業皆受到疫情不同程度的影響。而餐飲業更是受到嚴重的波及，受疫情影響，政府宣布禁止內用或是民眾自主封城，目的就是為了減少人與人之間的連結，而禁制內用的政策也導致餐飲業陷入危機，有的甚至為撐過疫情這段期間而選擇暫停營業。而台灣的餐飲業亦不例外，2020年時因為疫情升溫，全國升級至第三級防疫，民眾減少外出也緊縮荷包減少消費，許多餐廳甚至被迫取消內用服務，導致營收大幅減少。商業模式定義了企業欲傳遞給消費者的價值、產業中的定位與創造價值的方式等，而在無法內用的嚴峻情況下，商業模式的創新或是營業模式的改變是餐廳持續經營的重要關鍵因素。本論文將透過不同形式及規模餐廳的深入訪談研究，進而剖析各餐廳疫情前後為了持續經營，對於其商業模式或是營運所做的改變及創新，其中包括目標客群、價值主張、通路、關鍵流程、關鍵合作夥伴等，並針對這些餐廳要素上的創新，進一步探討影響餐廳在疫情下持續經營的商業模式創新的因素。 研究發現影響餐廳持續經營的商業模式創新因素，不僅來自於內部服務體驗的提升及產品形式的創新，與外在因素如政策的變化、資訊科技的普及等，皆有利於餐廳在商業模式創新的執行。

Since 2019, the global economy has been disrupted by the outbreak of the Covid-19 pandemic, which has affected various industries to different degrees. The restaurant industry has been particularly hard hit, as government policies prohibiting indoor dining or self-imposed lockdowns have been implemented to reduce social interaction, leading to a crisis in the industry. Some restaurants have even chosen to suspend operations to weather the pandemic. Taiwan's restaurant industry is no exception, as it was affected by the pandemic in 2020, when the country was raised to Level 3 pandemic alert and people reduced their outings and spending, causing many restaurants to cancel indoor dining services and leading to a significant decrease in revenue. A business model defines the value that a company intends to deliver to its customers, its positioning in the industry, and how it creates value. In the face of the inability to offer indoor dining, innovation or changes to business models are crucial for restaurants to continue to operate. This study will analyze the changes and innovations that have made to their business models or operations in order to continue operating during the pandemic, including their target customers, value propositions, channels, key processes, and key partners. In-depth interviews with restaurants of different sizes and types will be conducted to investigate the factors affecting business model innovation in the restaurant industry during the pandemic. The study found that factors affecting business model innovation in the restaurant industry during the pandemic come not only from the internal improvement of service experience and product innovation but also from external factors such as changes in policies and the spread of information technology that are beneficial to the execution of business model innovation.