以部落格撰文探討北市運動主題餐廳行銷策略與市場區隔

Using the Attitude of Blog to Exploring the Marketing Strategy and Market Segmentation of Sports Theme Restaurants in City of Taipei

胡凱揚(Kai-Yang Hu)

顧客 ； 部落客 ； 內容分析法 ； customer ； Blogger ； content-analysis

運動健康休閒學報

4期（2013 / 06 / 01）

82 - 92

繁體中文

本研究的目的：以部落格撰文內容探討台北市運動主題餐廳的行銷策略與市場區隔。方法：蒐集研究文本後採內容分析法進行分析，並採用質性研究中的「分析者三角檢定法」以求得分類上信度、效度以及客觀性。結果：從研究文本中找尋出運動主題餐廳的行銷策略區分為兩大區塊，一種是享樂取向的餐廳氣氛，另一種是屬於經驗分享交流的環境氛圍；從研究文本中可將運動主題餐廳的顧客區隔成兩大區隔市場，一是喜愛熱鬧氣氛的顧客，另一是真正喜愛運動產物的顧客。結論：運動主題餐廳必須突顯主題的特色與重要性；而其主體還是餐廳，消費者還是會以菜色內容、價格等作為是否持續消費的主要考量。

The purpose of this study was to using the attitude of Blog to exploring the marketing strategy and market segmentation of sports theme restaurants in city of Taipei. The method was to use content-analysis method and use the analyzer-triangulation of the qualitative research to find the credibility as classifying. The results were to find the marketing strategy to separate two parts, including the restaurant climate of enjoyment orientation and the restaurant climate of experience sharing; and to find the market segmentation to separate two parts, including the customer of like perking up ambiance and the customer of really like the sports industry. The conclusion was the sports theme restaurant should emphasize the character and importance, and the customer still focus on the industry and price to the reason of continued expenditure.