A Study of Innovative Business Model and Strategy for Food Chain Restaurant

• Main Authors: Chih-Ying Mu, 母志英
• Other Authors: Chih-Yuan Ku
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/93489641189848538835

碩士 === 中原大學 === 企業管理研究所 === 98 === Abstract In Taiwan, the economic development affected by international industrial structure had change from manufacturing industry to service industry. However, there is still room for improvement on economic growth, employment, innovation of service industry. Hence, the innovative business model to be a critical issue on restaurant industry leads industrial opportunities to foster refined, high-value, and internationalized service. Taiwanese food is a key factor for attracting tourists. Hence, restaurant industry has international features and connects with other industries, including traveling, food, manufacturing, and wholesaling to achieve economic benefit. In to order to understand food chain restaurant, this study employed an empirical case to investigate what kind of business model molds differentiation to set into action on innovative activities in order to establish continuous competitive edge. This paper employed the case study method. This study chose successful food chain restaurants with innovative factors on business model to represent a typical case on product innovation, marketing innovation, system innovation, and process innovation as research subject in order to understand the critical factors of business success model to construct differentiated competitive edge. After sorting and analyzing the research data came from the case, this paper found that the innovation has became the key point for growth and breakthrough of enterprises. The food chain restaurant in Taiwan is developing the chain franchise businesses model with the aid of information technology on product, marketing, and organizational management. The innovative business model can not only avoid the impact of imitative competition but also keep profit of long development and establish critical edge on market. In this case, the study found the success of enterprises that based on a series of innovative activities of product, technology, system, and organization to construct the strong competitive edge to achieve the goal of business continuity.