| Summary: | 碩士 === 淡江大學 === 國際貿易學系國際企業學碩士在職專班 === 97 === With the change and the advance in eating habits, the people in Taiwan have regarded the eating habits as an art and an enjoyment. Because the restaurants only providing for food have been not met the eating demand of the people in Taiwan, the combinative restaurants have been operating in the Taiwan’s Food and drinks industry and have included jazz music, Latin dance, stream music and so on. This operational strategy is not only met the eating demands in Taiwanese but met the enjoyment in customers’ vision and hearing. Because of success in combinative restaurants, there are many restaurants starting in imitating the operational modes about combinative restaurants and using these modes to increase restaurants’ customers and revenue.
B restaurant is a famous restaurant found in 1995 and has been operating more than ten years. There are different performance arts in B restaurant every week, like jazz music, Latin dance, and famous singer singing in the B restaurant and so on. In order to meet different customers’ demands, B restaurant will have different meals in different festivities. B restaurant requests employees to familiar with customers’ name and habits to improve customers’ loyalty. These actions make customers enjoying the feels provided by B restaurant. In recent years, B restaurant operate in coordination with government’s policy and increase it irradiation rate. This research is a case study, and we will analysis B restaurant’s operational strategies first, then we will use each chief’s interview outcome as the improving suggestions.
This thesis is divided into five chapters. Chapter one is the Preface. Chapter two is the Literature Review. Chapter three is the research design. Chapter four is the Case study of B restaurant. Chapter five contains Conclusions and Suggestions. By integrating the above Chapters, we will plan what the B restaurant’s business strategy in the food and beverage industry.
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