Open a Favorite Restaurant：Value-Creating Model in Female Micro-entrepreneurs of Catering

• Main Authors: Tsai, Shu-Lien, 蔡束蓮
• Other Authors: Lin, Hsi-Chuan
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/76xn44

碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士在職專班 === 104 === Nowadays, the female micro-entrepreneurship shows a flourishing growth in catering business. More and more females are eager to join this industry, nationwide and worldwide. However, it usually turns out to a failure. In this article, we aim to do an action research taking “Adifi Sisters’ Kitchen” as an example, which is located in a student practice restaurant of the Department of Leisure and Recreation Management in Asia University. The purpose of research is to study the process and method of how female micro-entrepreneurship in catering business brings valuable innovations. Furthermore, it provides useful and practical SOKA experience and knowledge to those who want to join micro-entrepreneurs in catering business. We focus on three research issues. 1. What are the characteristics of management in micro-entrepreneurship in the catering business? 2. What kind of role do female characteristics play in the process of micro-entrepreneurship in catering business? 3. What is SOKA model of micro-entrepreneurship in catering business?” It has been one and a half years since this action research began. As a result of the research, it not only helps Adifi Sisters’ Kitchen turn losses into profits but also founds its brand popularity and brand satisfaction gradually. In the final analysis, learning from the example of Adifi Sisters’ Kitchen, a thesis is raised, complyng with SOKA model. It is the following three statements that make the thesis, including a core position, five management strategies, and five values. To sum up, there are four research findings; that is, “the original features of micro-entrepreneurship in catering business”, “the advantages of female micro-entrepreneurship in catering business”, “strategic persistence which is caused by values”, and “potential impacts of brand culture.” Moreover, there are five pieces of advice for catering entrepreneurship in the campus, which is “putting emphasis on establishing relationships”, “properly utilizing campus resources”, “pondering on feature position”, “developing diversified meager profits”, and “sharing growth value.”