| Summary: | 碩士 === 育達科技大學 === 行銷與流通管理所 === 106 === The innovation of business model becomes primary issue as Taiwan industries face the challenges of advancing traditional industries, transforming high-tech industries and internationalizing service industries. The operation of Taiwanese traditional catering service industry mostly focuses on the taste development of food and beverage products. However, catering service industry facing increasingly fierce competition, management must address the needs of designing new business model suit to its target customers. This study reviews the previous literature and defines the business model as a logic system of including value proposition, value creation, value delivery and value acquisition. Through case study, this paper presents a specific key metrics to view the content of the business model of catering service industry and also explores possible relationship among value proposition, value creation and value delivery of business model. Study found that the possible relationship will be different in terms of product dimension, service dimension or environmental dimension. This difference not only deeply explains theoretical perspective of business model but also enlightens the key of relationship. Rapid response to changing environment, catering service firm can designs a new business model based on the research results of this study. The business model of Cing-Song-Yuan can be found in other Taiwanese townships. The microcosm of the operation of the small town restaurant also fully reflects the grassroots nature of Taiwan’s small-town restaurant operations and the catering preference of the people’s economic consumption. It can also be used as a reference for the government to observe the development of Taiwan’s restaurant on the ground floor.
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