商業模式初探：餐飲服務業之個案研究

An Exploratory Research on Business Model: Case Study in Catering Service Industry

蔡政安(Cheng-An Tsai)；蔡家鳳(Cha-Fon Tsai)

商業模式 ； 價值主張 ； 價值傳遞 ； 價值獲取 ； 餐飲服務業 ； Business Model ； Value proposition ； Value creation ； Value delivery ； Catering service industry

創業管理研究

8卷4期（2013 / 12 / 01）

1 - 26

繁體中文

台灣目前面臨傳統產業升級、高科技產業轉型、及服務業國際化等挑戰，商業模式創新是台灣產業關鍵議題。而台灣傳統餐飲業的經營大多只專注於餐飲產品口味的研發，然餐飲服務業在日趨激烈的競爭之下，經營必須針對其目標顧客的需求來設計其商業模式。本研究回顧過去主要文獻整合出一個商業模式的概念化架構，定義它是一套價值主張、價值創造、價值傳遞、與價值獲取的商業模式邏輯系統。經由個案研究方法，本文提出具體的關鍵性衡量指標以檢視餐飲服務業之商業模式內涵，並探討分析商業模式之價值主張、價值創造與價值傳遞三者之間的可能關係。研究發現商業模式關鍵因素之間的關係會因產品構面、服務構面、環境構面的不同而有差異，此差異不僅可深入詮釋商業模式理論觀點，更可讓經理人知悉其間的關鍵。而為因應變動快速的大環境，餐飲服務業廠商可根據本研究結果來設計新的商業模式。

The innovation of business model becomes primary issue as Taiwan industries face the challenges of advancing traditional industries, transforming high-tech industries and internationalizing service industries. The operation of Taiwanese traditional catering service industry mostly focuses on the taste development of food and beverage products. However, catering service industry facing increasingly fierce competition, management must address the needs of designing new business model suit to its target customers. This study reviews the previous literature and defines the business model as a logic system of including value proposition, value creation, value delivery and value acquisition. Through case study, this paper presents a specific key metrics to view the content of the business model of catering service industry and also explores possible relationship among value proposition, value creation and value delivery of business model. Study found that the possible relationship will be different in terms of product dimension, service dimension or environmental dimension. This difference not only deeply explains theoretical perspective of business model but also enlightens the key of relationship. Rapid response to changing environment, catering service firm can designs a new business model based on the research results of this study.

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