| 摘要註: |
根據行政院主計處調查報告顯示，97年南部攤販的聚集地，以「夜市（旁）」為主要擺攤地點。因此夜市小吃要如何把握產業的關鍵成功因素，取得相對於競爭者為有力的地位，即可建立持久的競爭優勢。故本研究以周文賢(1999)所提出之關鍵成功因素構面為主體，進行夜市小吃之企業形象、進入時機、產品屬性/品質、核心技術及其它因素五大層面之產業分析以及業者的訪談。 本研究以台南花園夜市平價牛排之三家業者為個案研究對象，進行個案及深度訪談分析。從深度訪談中進行質化研究，針對企業形象、進入時機、產品屬性/品質、核心技術及其它因素五大構面進行探討；最後，總和三家個案對於自身關鍵成功因素描述加以得到統合性之平價牛排業之關鍵成功因素，並對個案及未來創業者提出相關之策略定位與建議。經本研究的分析及訪談，產品屬性/品質對於平價牛排業的發展有相關性，也就是說，夜市小吃平價牛排業的發展過程中產品屬性/品質的掌握在經營者心中相對重要於其他四個構面，一切都是以此構面做為基礎向外延伸。另外，本研究發現產品屬性/品質構面的競爭優勢是否能夠被開發或充分被發揮，有賴於經營者的專業技能以及工作人員的互相配合扶持，唯有在經營者、工作人員以及顧客三方之間取得一個平衡點，才能讓產品屬性/品質的構面得到有效配置與運用，如此一來也才能夠建構出相對競爭優勢。故在經營夜市平價牛排前必須瞭解平價牛排業者本身需要擁有哪些既有的能力，如醬料/肉品口味穩定性、醬料/肉品口味獨特性以及具有專業技術能力，對於既有能力經過用心、專業經營後，才有可能形成之後的無形資產。也就是說，當既有能力經過用心、專業經營，之後的企業形象、完善的福利制度以及員工的服務品質才會在既有能力的穩定成長中成長。而透過既有能力以及無形資產的組合，才可能創造出平價牛排的競爭優勢。 According to the demographics of Directorate General of Budget, Accounting, Statistics, Executive Yuan, the gathering in southern vendors to "night market (near)" as the main stall location. Therefore, how to grasp critical success factors in the industry, and achieved stronger market position relative to other competitors, to establish long-term competitive advantage. This paper is based on Chou (1999) proposed framework of critical success factors, studies industry analysis and industry interviewing the stalls for night market, including corporate image, entry timing, product attributes / quality, core technology and other factors.This study is based on three parity steak’s vendor in Tainan Garden Night Market as a case study, to proceeding analysis of interviews. This paper reached by using quality research by interviews, including corporate image, entry timing, product attributes / quality, core technology and other factors. Finally, we integrated three steak’s vendor of its own success factors, to obtain key success factors of steak’s vendors, and provide strategies and recommendations for the industry.This study finding that product attributes/quality is directly related to the development of the industry, in other words, the development process of steak’s vendor, product attributes / quality is relatively more important than the other four factors. This paper showed the competitive advantage in product attributes / quality whether can be developed or fully utilize, depend on professional skills of the operators and support and cooperation of employees. We need to achieved the balance among operators, employees and customers, to make product attributes / quality acquire the best used and allocation of resources, so that the relative competitive advantages is established.The operation of parity steak in night market must understand which resources need to owns to the steak operator, such as sauce / meat stability and uniqueness of quality, and professional skills of the operators, through the professional management for existing resources, transform into invisible assets, that is, after professional management, the industry will be stable growth, including corporate image、perfect welfare system and the quality of service employees. Finally, through combined with existing resources assets and intangible assets, it may create the competitive advantage of parity steak. |