| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 99 === Abstract
Due to the transition of economy models and society structure, people in modern society proceed to the next step of chasing the satisfaction in metal aspects, which is behind the basic needs for daily life. Therefore, the concept of “leisure” is born. The future market for restaurants is been forecasted to be rising and flourishing, due to the promotion of government strategy and future tendency. When the consumer needs is climbing, the competition force of dining restaurant business becomes more and more intensive and strong with the increasing numbers of competitors. However, in spite of the violently competitive phenomenon in the market, there are still some dining restaurants running the business prosperously with their successful marketing strategy.
The research is based on the case study methodology in 3 strategy models from Porter-Generic Strategy, which including 1) cost leadership strategy, 2) differentiation strategy, 3) focus strategy. Adopt Porter-Generic Strategy to analyze the business philosophy, operation strategy, operation effect analysis and self effect evaluation of 3 Taiwan dining enterprises. The information resource comes from 1) interview of preliminary data, 2) observation methodology, 3) collect subordinate information in many ways in accordance with Triangulation methodology.
The research goals:
1) Realize the business philosophy and operation management model of WANG’S Dining Enterprise through interview.
2) Analyze the operation management model of each case by comparing the similarity and difference in aspect of Porter-Generic Strategy.
3) Compare the similarity and difference of operation management model of 3 dining cases.
4) Build the operation management strategy according to the research results.
The research results:
1) Enterprises must have defined targeted market and product positioning.
2) Enterprises must establish effective cost control system in business operation process.
3) Use product diversity strategy responds to the market segmentation barrier.
4) Pay highest attention to customer satisfaction.
5) Create own brand and brand awareness to survive from low price battle.
6) Establish well-designed evaluation system.
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