資料探勘於西餐廳經營模式發展之研究

The Study of Data Mining Implements on A Western Restaurant Business Model development

10.6846/TKU.2016.00059

林庭宏

經營模式 ； 空間氛圍 ； 新產品開發 ； 顧客關係管理 ； 資料探勘 ； Business model ； Atmosphere ； New product development ； Customer relationship management ； Data mining

淡江大學管理科學學系碩士班學位論文

2016年

碩士

廖述賢

繁體中文

隨著生活水準提高，經濟環境的日漸自由與國際化，近年來國內的商業型態和過去有越來越大的不同，其中餐飲業之營業額一直不斷地逐年增加。但是隨著不同文化的流入，台灣的餐飲市場已經是群雄割據的狀態，所以在如此競爭激烈的環境下，國內每年批發、零售及餐飲業歇業家數也是居高不下的。本研究欲探討的就是在現今的環境，一間西餐廳經營模式應該如何去迎合市場的需求，才能將自身立於不敗之地，並且在現今的環境下，僅僅的餐點好吃，可能已經無法滿足受過多元文化洗禮的顧客的味口，所以是否一間在餐廳的其他經營要素上，有著尚未被發現的隱藏密碼潛藏在其中呢？ 本研究採用問卷調查的方式，透過資料探勘的方法以集群分析與關聯法則，歸納出顧客輪廓，並探討現今顧客的偏好與西餐廳經營模式中各要素彼此間的關聯性，從氛圍、服務、餐點等各種不同要素中探索，期望從中挖掘出不為人知的法則，幫助西餐廳的新產品開發以及顧客關係管理，以供西餐廳欲創業者及經營者做經營上之參考。

With the improvement of the living standard, economic environment is becoming liberalization and internationalization. Taiwan’s commercial patterns are also growing more different in recent years. It is noteworthy that, the turnover of the dining industry has continued to increase every year. But along of the influx of different cultures, the dining industry market is more and more competitive in Taiwan. Therefore, in such a competitive environment, there are lots of wholesale, retail and dining industry also out of business. The study uses the questionnaire survey procedure, by using data mining approach to the cluster analysis and association rules to analysis the customer profile, exploring the correlation with the current customer's preferences and the element of the western restaurant business model, and exploring the different elements from the atmosphere, service, meals, etc., we expect to dig out some unknown law to help western restaurant to design their new menu or their CRM, make their western restaurant can more competitive in this environment.

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