優質平價火鍋店經營關鍵成功因素

周秀榮

doi:10.6840/cycu201700564

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优质平价火锅店经营关键成功因素

Key Success Factors of Hot Pot Shop with High Quality and Parity

周秀荣 , 硕士　　导师：邱榆净　　

繁体中文 DOI： 10.6840/cycu201700564

餐饮业；关键成功因素；德尔菲法；以决策实验室法为基础的网路程序分析法； Food Iindustry ； Key Success Factors ； Delphi Method ； DANP

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摘要 │ 参考文献 (135) │ 国际计量

摘要〈TOP〉

并列摘要〈TOP〉

After the financial crisis of 2008, a large part of poverty struck population escaped hardship, resulting in a significant rise in the mid class. However, even though having escaped poverty, this group of individuals still faced income constraints while attempting to keep up with a certain more privileged lifestyle. Through these unique circumstances, there emerged a gap for this population’s niche quality of life. Due to the recent economic downfall and M-type social impact, individuals adapted a frugal and strategic behavior when purchasing food and beverages. The consumption patterns included buying high quality yet inexpensive commodities and buying more value with less money.
According to the Taiwan Chain Plus Association (Ministry of Economic Affairs, 2015), in 2014 there were 75 unique brands of hot pot restaurants totaling to 1437 store locations. The number of store fronts has increased by 456 since 2011, the largest increase in the Taiwanese food industry at the time due to the consumer’s infatuation with hot pot. Due to the booming success and growth of the hot pot industry, many smaller, family owned stores were determined to enter the market and make a profit of their own.  However, the smaller businesses had limited resources which became a challenge to them as they tried to stay afloat in the industry. To tackle this challenge, small hot pot business operators had to strive to understand the important factors of hot pot and the market space in order to cater and appeal to their customer’s demands. 
This study focuses on the two different parts of the catering industry, the general customers and the business owners. The purpose of the paper is for customers to recognize genuine quality in hot pot and for business owners to  endeavor to achieve this factor of success. 
The sample size of the survey was 438 hot pot consumers. After collecting all 438 questionnaires back, the data was then sorted and mapped out to reflect each individuals’ response. The responses emulated the market price ranges of hot pot, ranging from NT$ 100 -199 (52.47%). The questionnaire also included the consumer’s evaluation of specific restaurants on 15 different items regarding health, cleanliness and overall ambiance. 
Through analyzing many articles, I perceived the key success factors of hot pot restaurant management.  The Delphi questionnaires consists of two rounds of surveys, and I decided to base my research methodology on it. I opted to use specific dimensions to analyze the hot pot market space and customers. The core dimensions of my research are  consumer mannerisms, cost control, internal management, leadership and growth and marketing strategy. These 5 dimensions along with 17 standards were targeted towards questioning the hot pot business owners. This method of analysis is then used to study and investigate the delicate cause and effect relationship between customers and business owners. Finally these results were interpreted and discussed. 
The results of the study is that cost control and leadership influence are positively correlated. Furthermore, leadership will directly affect quality control,  price strategies, product strategies and customer relations. Through and cause and effect relationship map I concluded that business owners can invest in their leadership and cost strategy to strengthen their business and run a successful hot pot restaurant.

参考文献 ( 135 ) 〈TOP〉

王明元、陈慧贞，2009年，主题餐厅结合文化创意产业经营成功因素之探讨一以高雄怀旧餐厅为例，商业现代化学刊，第5卷第2期，页55-69。
连结：
王绍伦，2002年，运用平衡计分卡与品质机能展开建立绩效指标---以新都里餐饮集团为例，成功大学企业管理研究所硕士论文。
连结：
司徒达贤，1997年，策略管理，台北：远流出版社。
连结：
母志英，2010年，连锁餐饮业创新营运模式与策略之研究，私立中原大学企业管理研究所硕士论文。
连结：
白凢芸、黄稜茹，2013年，影响个性咖啡馆消费者來店决策之研究，运动休闲餐旅研究，第8卷第2期，页160-177。
连结：

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DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。