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    Title: 餐飲業O2O營運模式之研究-以G餐廳為例
    The study of O2O business model in restaurant industry-a case of G restaurant
    Authors: 陳力榮
    Chen, Li-Lung
    Contributors: 季延平
    陳力榮
    Chen, Li-Lung
    Keywords: 餐飲業
    O2O 營運模式
    O2O business model
    Restaurant industry
    Date: 2019
    Issue Date: 2019-03-06 12:27:15 (UTC+8)
    Abstract: 在華人社會,餐飲業是門檻最低的創業活動之一,但是在競爭白熱化下,餐飲業已經愈來愈難經營。只要看到消費者有什麼樣的新喜好,一堆餐飲業馬上搶著做同樣的餐飲生意,於是市場高度同質化,也造成「三高一低」的困境- 商店店租高、食材價錢高、人工薪資高,而一低是指利潤愈來愈低的困境。面對這樣的困境,業者開始思考店租、食材都是省不掉的固定成本,若能善用資訊科技,從食材訂購到客人訂位、點餐到結帳等作業,省下中間作業的人力支出。在此觀念運作下,業者追求資訊化的腳步,除了全部流程自動化,並運用資訊系統分析記錄,讓業者更了解消費者的需求做為行銷工作的參考依據,進而更創造更多的商機。
    餐飲業鑑於如上述的「三高一低」困境,而須追求資訊化以利存續發展,則成為當前餐飲業的重要議題,亦形成本研究的背景之一。

    隨著網路時代的到來,餐飲的經營顯然已和過去大大不同。一是顧客接收訊息方式的改變-過去吸引顧客的方式是口碑和地點,現在主要依據網路口碑。二是顧客消費行為的改變-過去餐飲消費是純線下行為(Offline)現場點購或外帶,現在已是O2O(Online to Offline),從訂位、點餐到付款都在線上完成。三是顧客總合需求的改變-過去只需提供餐飲服務,現在顧客對餐廳要求如折扣和點數等加值服務。雖然O2O概念火熱,但大多數線下商家目前只能依靠優惠打折、線上上賣團購券進行初步探索,然而不停地打折也讓商家不堪重負。如何改變線下商家單一依靠優惠經營O2O生意的局面?顯然在網路時代下,餐飲業O2O也面臨重大改變的挑戰。
    餐飲業鑑於如上所述,顧客需求已經大幅改變,則顯然餐飲業如何進行O2O的改變,已成為當前餐飲業的主力方向,亦形成本研究的背景之二。
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    106932421
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106932421
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.EMBA.039.2019.F08
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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