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博碩士論文 etd-0722108-160728 詳細資訊
Title page for etd-0722108-160728
論文名稱
Title
以系統動力學建構「特色餐廳」之管理飛行模擬器
Build Special Restaurant's Management Flight Simulator by System Dynamics
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
112
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2008-07-10
繳交日期
Date of Submission
2008-07-22
關鍵字
Keywords
管理飛行模擬器、系統動力學、餐飲業
management flight simulator, food and beverage industry, System dynamics
統計
Statistics
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中文摘要
本研究主要希望藉由系統動力學來瞭解餐飲業之成長策略,進而建立管理飛行模擬器,並針對特色餐\\廳這類型作為實證,故以高雄市一家小型特色義大利美食餐廳為實證對象,經由多次訪談回饋建立出本研究之模組,主要由五大區塊組成,分別是「顧客與市場子系統」、「員工子系統」、「產能子系統」、「服務品質與滿意度子系統」與「財務子系統」。
本研究觀察此類型之餐廳,由於顧客基數較低,且很容易吃膩,造成重購率不高,在此特性下進行政策模擬,發現以下之結論:
一、高價、高成本策略較適合此類型之餐廳之長期經營。
高價策略,成本雖高,顧客滿意度也因此較高,在收益較多且客人不易流失的情況下,較不容易發生成長與投資不足的情況,在特色餐廳的經營中式較好的策略。

二、成長太快很容易導致餐廳迅速倒閉,即便在顧客滿意度高及展店前資金充足的情況下。
在擴展時太過快速容易因資金週轉不靈而倒閉,且屬於這類型的餐廳,由於顧客有限,顧客來的頻率不像一般餐\\廳來的高,因此若擴展太快,就算服務品質與滿意度很高,還是無法支撐因快速擴展而產生的龐大支出。

三、廣告效果只能提前讓顧客來消費,經營熟客為較佳之策略。
廣告的效果只能使得客人提早來消費,若不廣告則必須經過一年多的等待才有辦法使得顧客經由口碑而前來消費,但若一旦產生口碑則會經營的比有廣告要來的持久。

四、競爭對手同樣都以高價策略來競爭,反而是經營得最好的一個情境與策略
在制訂價格時,若與競爭對手同樣都以高價策略來競爭,反而是經營得最好的一個情境與策略,而在價格設定上,若比競爭者高,反而經營的較好。若是採用低價,雖然會吸引到大量的顧客,但會因急需擴展,非常容易使得顧客滿意度下滑,最後宣告倒閉。
Abstract
This research is an empirical study on the kind of special restaurants, aiming at understanding the growth strategy in food and beverage industry by means of system dynamics and building the management flight simulator for the research object. Based on several times of interviewing an Italian restaurant, the research model is built and composed of five major parts, which are “Subsystem of customer and market,” “Subsystem of employee,” “Subsystem of capacity,” “Subsystem of service quality and satisfaction” and “Subsystem of finance.”
Under the property of low repurchasing in this kind of restaurant, conclusions below are found after policy simulating:
1. Strategy of high-price with high-cost is suitable for this kind of restaurant’s long-term management.
Though the cost is higher, high-price strategy results in high customer satisfaction. With high revenue and steady customers, the possibility of insufficiency of growth and investment decreases.
2. Even if a restaurant has high customer satisfaction and sufficient capital, growing too fast will fail it easily.
Growing too fast will fail a restaurant because of insolvency, especially the kind of special restaurant, of which the frequency of patronage is not as high as that of common restaurants. Therefore, quick expansion will bring out huge expenditure; thus, fails a restaurant even if there is high service quality and high satisfaction.
3. Advertisement makes future customers patronize earlier. Maintaining frequent customers is a better strategy.
Advertisement makes future customers patronize earlier, but its effect does not last as long as word-of-mouth effect.
4. Business environment is better when all competitors compete with each other by means of high-price strategy.
By adopting low-price strategy, a restaurant will draw lots of customers and need to expand itself. Quick expansion, however, reduces customer satisfaction and leads to fail eventually. Instead, managers who adopt high-price strategy run business better. As a result, business environment is better when market players adopt high-price strategy.
目次 Table of Contents
謝詞 I
論文摘要 II
表目錄 VII
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 1
第三節 研究範圍 1
第四節 研究架構與流程 2

第二章 文獻探討 4
第一節 餐廳經營管理之探討 4
第二節 企業成長理論之探討 11
第三節 創新擴散相關研究回顧 14
第四節 系統動力學之服務業相關研究回顧 22
第五節 文獻總結 25

第三章 研究方法 26
第一節 訪談法 26
第二節 系統動力學 27

第四章 個案介紹 34
第一節 Nice義大利麵店簡介 34
第二節 Nice義大利麵店創辦人理念 34
第三節 Nice義大利麵店經營理念 34

第五章 系統動力學模式之建立 36
第一節 顧客市場子系統 36
第二節 員工子系統 45
第三節 產能子系統 53
第四節 服務品質與滿意度子系統 59
第五節 財務模組 61
第六節 參數估計與模式結構有效性問題 64

第六章 政策模擬與分析 73
第一節 「Nice義大利麵館」管理飛行模擬器介面與操作方法 73
第二節 政策模擬與分析 75
第三節 情境與政策模擬分析 80

第七章 結論與建議 85
第一節 結論與建議 85
第二節 研究貢獻 86
第三節 研究限制與後續研究建議 87
參考文獻 88
附錄一: 總變數之方程式 93
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二、中文部分
1. 石憶茹,2000,個人數位助理(PDA)之創新擴散模型,中國文化大學/國際企業管理研究所。
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3. 呂永峰,2003,大陸台商中小企業經營成長策略因素之探討--以浙江台商為例,國立中山大學企業管理研究所碩士論文。
4. 李世珍,2001,以系統思考研究組織啟動變革之歷程—以北高戶政事務所為例,中山大學企業管理研究所未出版之碩士論文。
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11. 羅世輝,1999,以系統動力學探討競爭性技術主流突現之動態性過程,國立中山大學企業管理研究所未出版博士論文。
12. 羅郁棠,2004,以系統動力學評估防治新興急性傳染病傳播對策之有效性—以台灣SARS 疫情為例,國立中山大學企業管理研究所碩士論文。
三、參考網站
1.內政部民政司:http://www.moi.gov.tw/dca/regime02_c03.asp(2008/6/26)
2.高雄市政府民政局:http://cabu.kcg.gov.tw/(2008/6/26)
3. 徐仁全,外食人口大調查 全台330萬天天外食族逼近北縣總人口, 吃出競爭力(遠見雜誌), 2007年6月號 :http://www.gvm.com.tw/Forum/Content.aspx?ser=13117
4.數位時代:http://www.bnext.com.tw/magazine/?mod=store&func=view&id=418(2008/5/2)
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