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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:	[Executive Master of Business Administration] Theses

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