The Chain Restaurant Industry Business Model and Strategy Analysis

• Main Authors: Tzu-Hsin Chao, 趙梓妡
• Other Authors: 陳育成
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/19250408543029371908

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 103 === Many operators create their own brand or act as agent brand, creating a rich development of chain restaurant industry in Taiwan. Whether own brand or agency brand, the transformation of the main guidelines which from "brand building" to "brand development strategy", and then become "chain restaurant brand" is imperative. A key research in this study was to investigate a successful business model in Taiwan. How can we create the ability that innovate chain restaurant brand and brand value in the future? In addition, we explore that how can the chain restaurant operators to seek a key factor to influence consumer behavior in the intense competition market in the industry? This study developed depth interviews and analysis by questionnaires, using case studies with TimHoWan which obtains restaurant exclusive agent in Taiwan. The results show that the brand value is an important intermediary for consumers to recognize the different restaurants. Regardless of own brand or brand agency, we should try to enhance consumers’ loyalties and take successful chain development strategies continuously.