| Summary: | 碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 102 === In recent years, the positive development of the tourism industry in countries, making the tourism industry development rapidly. In the tourism industry includes dining industry, hotels, tourism and other related industries, which the most important dining industry. Development of the dining industry can be part of the national culture. A country or a place maybe because of the unique dining become a popular tourist destination. There have catering industry in Taiwan, which is dining specialties catering industry in Taiwan. Traditional catering industry pay a little attention to the target market, positioning and strategy. With recent years, due to the environmental changes and the hotel industry additional, making the traditional catering gradually decline. The study A company conducted the target market and positional. Though interviews, from all catering industry process to help A company conducted the target market and positional and used the perceptual map to help A company analyze the competitive of the company to understand the whole of Taiwan on a areas where the company competitive position. The study found that the catering industry current difficulties is unable to correctly identify the point of the target market and positioning, operators think as long as there is business to do on the line. However, to break the current status of must identify their target market and positioning. The results showed that, catering industry is characteristic of Taiwan's food culture, but the urgent need to develop new target markets and positioning and target markets outside the risotto industry, a few catering industry gradually develop new target markets.
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