| Summary: | 碩士 === 大葉大學 === 事業經營研究所 === 93 === In recent years, competition has led to every industry’s development in Taiwan; this is especially true in the Food and Beverage Industry.
The Food and Beverage Industry is a cross-section of Taiwan. Business owners in Taiwan can be categorized into “Entrepreneurs” and “Traditional”. How do they build the industry? In addition to the presentation of delicious products, these businesses also operate with various strategies.
In consideration of these aspects, this study explores the strategic between entrepreneurs and traditional business owners. The study includes research of businesses operating around Taiwan, from cities and towns in all populated areas. The research group focuses on restaurants, fast-food chains, snack bars, and drink vendors occupying small shops.
This thesis develops a theory based on the criteria of: marketing strategies, personal responsibilities, and environmental conditions. According to the research, the following results have been determined:
1. Traditional and entrepreneurial business owners use different strategies in terms of in-shop design, business location placement, and promotions.
2. Traditional and entrepreneurial business owners engage in contrasting practices of public relations and personal responsibilities, which influence their operations.
3. Across Taiwan, traditional and entrepreneurial businesses operate in similarly varied conditions, indicating the primary difference in environmental factors to be the presentation of products.
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