國立高雄大學圖資館 |

語系: 繁體中文

說明(常見問題)

圖資館首頁

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

餐飲業行銷策略-以繫前緣為例 = A Study of Marketin...

國立高雄大學高階經營管理碩士在職專班(EMBA)

餐飲業行銷策略-以繫前緣為例 = A Study of Marketing Strategies of the Catering Industry: The Case of Shi-Chien-Yuan

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	A Study of Marketing Strategies of the Catering Industry: The Case of Shi-Chien-Yuan
作者:	王美春,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民99[2010]
面頁冊數:	99面圖，表 : 30公分;
標題:	7P
標題:	7Ps
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/85837637745432122392
摘要註:	摘要開店20年來，繫前緣是全台第一家咖啡店有ISO9001、GSP又可使用國民旅遊卡，同時獲得政府評定多項優質獎項，是政府多重品質掛保證的優良商店。然而，繫前緣的來客量在進入穩定期後，便難以再提升。如何藉由服務行銷策略的擬定與執行來提高服務品質，以提高顧客之滿意度，將是繫前緣未來主要的營運目標。有鑑於此，本研究興起對繫前緣之服務行銷策略進行研究的念頭。本研究以繫前緣為主要研究對象，並以服務業行銷組合7P與體驗行銷策略為研究基礎，透過蒐集其他類似性質之咖啡店或餐廳的服務及行銷策略歷史資料，並據此設計顧客問卷題目，以進行統計實證分析，以擬出最適合繫前緣的服務行銷策略。研究發現可以歸類為以下幾個重點：(1).繫前緣的常客族群不多，很多人是因為朋友聚餐的邀約或剛好路過，這也意味著繫前緣要設法讓顧客回流。(2).不同的人口統計變項（除了職業別以外）的確會影響他們對服務構面的偏好，也會對整體評價造成顯著性差異。(3).通路偏好和服務環境偏好，對顧客的整體評價不會有顯著性影響；反之，當顧客越偏好繫前緣的產品、定價、推廣活動、服務人員、服務流程，他們對繫前緣的評價越高。根據研究發現，本研究建議繫前緣有幾項可能的改進方案：(1).未來可以多以餐點開發作為改進的方法，讓顧客每次上門都有不同的餐點可選擇。(2).口碑效果十分重要，人們會因為親朋好友的推荐而決定是否要光顧一個餐廳。(3.)市場區隔的效果是相當的關鍵，如果定位不清楚，就很難成為消費者的第一選擇了。 AbstractShi-Chien-Yuan is a restaurant wining many rewards in the last 20 years, but now it has a bottleneck in raising the number of visitors. How to raising customer satisfaction through develop and implement service marketing strategies is Shi-Chien-Yuan’s primary subject. Therefore, this study tries to use Shi-Chien-Yuan as example to discuss how the 7Ps in service marketing and experiential marketing can be applied in the catering industry. A survey questionnaire based on existing studies was developed to investigate the recognized 7Ps strategies for Shi-Chien-Yuan’s customers. Based on the findings of the survey, this study also conducted qualitative data from interview some experts in the catering industry. The results showed that the scale of regular guests is relatively small and many people come to Shi-Chien-Yuan for a business or dinner party. In addition, demographic variables (except occupation) indeed influence customers’ reorganization of service marketing strategies and lead to significant difference of overall evaluation. Third, customers’ preferences for product, price, promotion, people, and process have positive influence on customers’ evaluation.Finally, this study provides some possible improvement methods. First, develop new products to attract regular guests’ patronage. Second, the effect of word-of-mouth is very important. Whether people decide to go to a restaurant depend on their relatives or friends’ promotions. Third, the strategy position is the key to keep regular guests. If a restaurant does not have clear position, it is hard to become the first priority in customers’ recognition.

餐飲業行銷策略-以繫前緣為例 = A Study of Marketing Strategies of the Catering Industry: The Case of Shi-Chien-Yuan
王, 美春

餐飲業行銷策略-以繫前緣為例 = A Study of Marketing Strategies of the Catering Industry: The Case of Shi-Chien-Yuan / 王美春撰 - [高雄市] : 撰者, 民99[2010]. - 99面 ; 圖，表 ; 30公分.
參考書目：面.
7P7Ps

餐飲業行銷策略-以繫前緣為例 = A Study of Marketing Strategies of the Catering Industry: The Case of Shi-Chien-Yuan
LDR:04554nam0a2200265 450 001 272874
005 20170214100915.0
009 272874
010 0 $b 精裝
100 $a 20170214y2010 k y0chiy05 e
101 1 $a chi $d chi $d eng
102 $a tw
105 $a ak am 000yy
200 1 $a 餐飲業行銷策略-以繫前緣為例 $d A Study of Marketing Strategies of the Catering Industry: The Case of Shi-Chien-Yuan $f 王美春撰
210 $a [高雄市] $c 撰者 $d 民99[2010]
215 0 $a 99面 $c 圖，表 $d 30公分
314 $a 指導教授：李博志博士
320 $a 參考書目：面
328 $a 碩士論文--國立高雄大學高階經營管理碩士在職專班(EMBA)
330 $a 摘要開店20年來，繫前緣是全台第一家咖啡店有ISO9001、GSP又可使用國民旅遊卡，同時獲得政府評定多項優質獎項，是政府多重品質掛保證的優良商店。然而，繫前緣的來客量在進入穩定期後，便難以再提升。如何藉由服務行銷策略的擬定與執行來提高服務品質，以提高顧客之滿意度，將是繫前緣未來主要的營運目標。有鑑於此，本研究興起對繫前緣之服務行銷策略進行研究的念頭。本研究以繫前緣為主要研究對象，並以服務業行銷組合7P與體驗行銷策略為研究基礎，透過蒐集其他類似性質之咖啡店或餐廳的服務及行銷策略歷史資料，並據此設計顧客問卷題目，以進行統計實證分析，以擬出最適合繫前緣的服務行銷策略。研究發現可以歸類為以下幾個重點：(1).繫前緣的常客族群不多，很多人是因為朋友聚餐的邀約或剛好路過，這也意味著繫前緣要設法讓顧客回流。(2).不同的人口統計變項（除了職業別以外）的確會影響他們對服務構面的偏好，也會對整體評價造成顯著性差異。(3).通路偏好和服務環境偏好，對顧客的整體評價不會有顯著性影響；反之，當顧客越偏好繫前緣的產品、定價、推廣活動、服務人員、服務流程，他們對繫前緣的評價越高。根據研究發現，本研究建議繫前緣有幾項可能的改進方案：(1).未來可以多以餐點開發作為改進的方法，讓顧客每次上門都有不同的餐點可選擇。(2).口碑效果十分重要，人們會因為親朋好友的推荐而決定是否要光顧一個餐廳。(3.)市場區隔的效果是相當的關鍵，如果定位不清楚，就很難成為消費者的第一選擇了。 AbstractShi-Chien-Yuan is a restaurant wining many rewards in the last 20 years, but now it has a bottleneck in raising the number of visitors. How to raising customer satisfaction through develop and implement service marketing strategies is Shi-Chien-Yuan’s primary subject. Therefore, this study tries to use Shi-Chien-Yuan as example to discuss how the 7Ps in service marketing and experiential marketing can be applied in the catering industry. A survey questionnaire based on existing studies was developed to investigate the recognized 7Ps strategies for Shi-Chien-Yuan’s customers. Based on the findings of the survey, this study also conducted qualitative data from interview some experts in the catering industry. The results showed that the scale of regular guests is relatively small and many people come to Shi-Chien-Yuan for a business or dinner party. In addition, demographic variables (except occupation) indeed influence customers’ reorganization of service marketing strategies and lead to significant difference of overall evaluation. Third, customers’ preferences for product, price, promotion, people, and process have positive influence on customers’ evaluation.Finally, this study provides some possible improvement methods. First, develop new products to attract regular guests’ patronage. Second, the effect of word-of-mouth is very important. Whether people decide to go to a restaurant depend on their relatives or friends’ promotions. Third, the strategy position is the key to keep regular guests. If a restaurant does not have clear position, it is hard to become the first priority in customers’ recognition.
510 1 $a A Study of Marketing Strategies of the Catering Industry: The Case of Shi-Chien-Yuan
610 0 $a 7P $a 服務行銷策略 $a 體驗行銷
610 1 $a 7Ps $a Service Marketing Strategies $a Experiential Marketing
681 $a 008M/0019 $b 349908 1085 $v 2007年版
700 1 $a 王 $b 美春 $4 撰 $3 483033
712 0 2 $a 國立高雄大學 $b 高階經營管理碩士在職專班(EMBA) $3 166055
801 0 $a tw $b 國立高雄大學 $c 20101221 $g CCR
856 7 $z 電子資源 $2 http $u http://handle.ncl.edu.tw/11296/ndltd/85837637745432122392