時尚餐飲品牌進駐社區研究

Abstract

中文摘要 隨著台灣的餐飲企業數量在不斷增加。 根據台灣經濟部統計處的數據，2022年台灣餐飲業家數為16.4萬家，比2018年增長了15.5%。其中，連鎖餐飲企業的數量增長尤為明顯。例如，台灣知名的連鎖餐飲企業有麥當勞、肯德基、吉野家、永和豆漿等。而且台灣的餐飲收入規模也再不斷擴大。 餐飲業是民生剛需產業，在全球各地佔有重要地位。是人們日常生活不可或缺的一部分。隨著社會經濟的發展和消費水平的提高，餐廳的發展將呈現出更加多元化的趨勢，為人們提供更加優質的服務和體驗。 曾經是美食部落客的我，更發現現在餐飲業是不僅是吃飯的場合，更是人們進行社交活動跟表達自己品味態度的重要場所，消費者對特色餐飲、健康餐飲、網紅餐飲等的需求也在不斷增加。 2016年在西門町這種純商業區創立了『Meat UP』這個網紅餐飲品牌，網紅餐飲（Internet celebrity restaurants），是指通過網路行銷、社交媒體宣傳等方式而走紅的餐飲店，一個符合現代年輕人的潮流餐飲系統，並再2022將品牌分店開設在了住商混合區桃園藝文特區。本論文將研究如何將網紅餐飲，進駐到住商混合區，如何因地制宜融入當地化並保有品牌特色。 關鍵字：當地化融合 | 品牌特色 | 消費行為 | 市場策略 | 社區影響 | 經濟效益 | 連鎖餐飲 | 餐飲發展 | 網紅餐廳 | 消費趨勢

Abstract The food and beverage industry in Taiwan has been witnessing remarkable growth, characterized by a significant increase in the number of dining establishments and a substantial rise in revenue. According to the Taiwan Ministry of Economic Affairs, the number of dining establishments reached 164,000 in 2022, marking a 15.5% increase since 2018. During the same period, the industry’s revenue grew by 22.3% to NT$1.8 trillion, demonstrating the enhanced consumption capacity of Taiwanese consumers. As a vital part of daily life, the food and beverage industry is evolving to offer more diversified trends and higher quality services, driven by socio-economic development and rising consumer standards. Having been a food blogger, I have observed that dining venues have transformed beyond mere places to eat; they now serve as crucial social spaces and platforms for expressing personal taste. There is a growing demand for unique dining experiences, healthy options, and trendy, internet-famous eateries. In 2016, I established "Meat UP," an internet celebrity restaurant in Ximending, which gained popularity through online marketing and social media promotion. By 2022, we expanded the brand to Taoyuan Arts and Cultural District, a mixed residential and commercial area. This thesis investigates the strategies for successfully introducing internet celebrity restaurants into mixed-use areas, focusing on local adaptation while preserving distinctive brand characteristics.

Keywords: Localization | Brand Identity | Consumer Behavior | Market Strategy | Community Impact | Economic Benefits | Chain Dining | Restaurant Development | Internet Celebrity Restaurants | Consumption T