大者恆大：餐飲產業廠商經營發展策略分析- 以王品集團為例

Abstract

王品餐飲股份有限公司(Wowprime Corporation)是一家台灣知名連鎖餐飲集 團，總部位於台灣台中市，成立於 1993 年。身為台灣餐飲業領導者，王品目前擁有 26 個知名旗下品牌，以及 335 間直營店面。產品與競爭策略方面，王品以多品牌經 營策略攻佔市占率，除了多樣化的餐飲類別，在同一種品項內也延伸出不同價位。 供應鏈方面，王品採取垂直整合策略，由子公司「萬鮮」從食材採購、原物料整備、 裁切、加工包裝、物流、到通路零售服務一手包辦。餐飲事業體占總營收的 93%， 零售事業則占 7%。 本研究以個案分析的方式，先由產業分析了解王品所屬的餐飲產業之現況、 趨勢、主要競爭者，並利用五力分析模型找出產業關鍵指標。接著，透過相關文獻、 網路資料、公司財務報表，了解個案公司。並利用 BCG 矩陣定義王品旗下餐飲事業 體，分析成長策略。最後，總結王品的優劣勢與產業概況，提出未來在經營發展策 略上的研究建議。 根據本論文的研究結果，王品集團有三大優勢:1) 堅韌的供應鏈、2) 多品牌 佈局以及 3) 卓越的品牌形象，而這三者之間相輔相成。堅韌的供應鏈協助王品監控 食材品質與成本，使王品能夠以高性價比提供高品質餐點給客戶，同時穩定的貨源 也支持王品完善實施多品牌策略，涵蓋台灣各層次的消費者。此外，王品穩定的品 質與優質的服務贏得業界良好的口碑，吸引更多客源，持續為王品提供深耕台灣餐 飲市場的資金。而本研究針對王品集團未來發展建議為:1) 擴張精緻餐飲事業體， 踏入高價吃到飽市場;2) 加強供應鏈管理，維持食安形象，幫助王品在業界維持良 好的口碑，穩坐台灣餐飲行業領頭羊的寶座。

Wowprime Corporation is a well-known Taiwanese restaurant group established in 1993, headquartered in Taichung, Taiwan. As a leader in the Taiwanese hospitality industry, Wowprime Corp. currently operates 26 renowned brands and owns 335 directly operated stores. In terms of strategy, the group adopts a multi-brand operating strategy to capture market share, offering diversified food categories and extending different price ranges within the same category. Regarding supply chain, Wowprime Corp. adopts a vertical integration strategy, with its subsidiary "Wan Shien " handling everything from procurement, processing, packaging, logistics, to retail services. Revenue-wise, Wowprime’s hospitality service business accounts for 93% of total revenue, while their retail business accounts for 7%. This study was conducted via a case analysis method. First, the study provides an overview of the current situation, trend, and main competitors in the hospitality industry, followed by adopting the Five Forces analysis model. Subsequently, through relevant literature, data, and company financial reports, the study gains a deeper insight about Wowprime corp., here the BCG matrix was utilized to define their growth strategy. Finally, the study summarizes Wowprime's strengths and weaknesses along with an industry overview, and presents research recommendations for future development strategies. Based on the results of this study, Wowprime Group's greatest strengths include three aspects: a resilient supply chain, a multi-brand layout, and an outstanding reputation. The three strengths complement each other, a resilient supply chain helps Wowprime monitor food quality and control costs, enabling the provision of high-quality meals at a competitive price; a resilient supply chain also supports the corporation’s multi-brand strategy, reaching consumers at various levels across Taiwan. Additionally, Wowprime's consistent quality and excellent service helped them earn its good reputation in the industry, attracting more customers and thus providing a stable revenue stream, strengthening Wowprime’s financial foundation, allowing the corporation to continue expand its presence in the Taiwanese hospitality industry. Based on observations, this study recommends the following for Wowprime Corporation’s future development: 1) target premium customers and enter the high-end all- you-can-eat market; 2) adopt a stricter supply chain quality management to ensure food safety and maintain its good reputation, thereby helping Wowprime Corporation secure its position as the leader of Taiwanese hospitality industry. Keywords: Wowprime Corporation, Five force analysis, BCG matrix, Taiwan Hospitality Industry, Taiwan Service Industry