台灣餐飲老店經營的釋意歷程

Abstract

台灣在悠久歷史的變遷下蘊含多元的美食文化，從中華料理至異國餐飲應有盡有，擁有發展美食觀光之潛力。過去的行銷理論大多是針對大型企業的需要發展而來，然而台灣的餐飲業經營模式是以中小企業的型態為主。研究者就發現台灣有許多具備在地文化特色的餐飲業者未被新興的餐飲市場所淘汰而一直傳承至今，因此本研究認為台灣餐飲百年老店的特殊經營模式是值得探究的主題。 本研究主要目的為詮釋百年老店經營者的品牌傳承，並將研究結果從現代社會真實的現況做反思。研究範圍以2007年世界年鑑中的「臺灣百年老店集錦」所選出的7家代表台灣特色餐飲百年老店作為對象，從品牌傳承的角度探討老店的經營歷程。以多重個案研究、深度訪談的方式訪問老店現在的經營者。 訪談結果發現受訪者因為肩負著百年老店傳承的責任而接手經營。他們認為老店之所以能持續經營下來的主要關鍵因素是延續第一代創始者所的傳承下來精神—「用心」與「堅持」，以誠心的態度對待顧客，堅持呈現給顧客獨一無二的美食。 研究結論從學術意涵認為，在現今多元餐飲市場的環境中，若要能長久經營，核心價值的產生是老店持續經營的重要元素，老店也需要運用品牌經營的概念做到管理品牌傳承，並以此建立其老店品牌的識別。在實務管理上，則是建議經營者應以誠信的態度落實企業社會責任，以品牌真實性視為老店的重要經營價值。而老店也必須適時調整經營策略以適應環境的變遷，在既有的產品與經營策略中加入新的元素，才能維繫老店的品牌傳承。Taiwan has contained multiple gastronomic cultures under the changes of long history, there are everything from Chinese cuisines to exotic dishes, and that makes Taiwan has the potential to develop gastronomic tourism. The restaurant industry in Taiwan is mainly composed of the small and medium enterprises, however, most of the marketing theories in the past are developed for the needs of large enterprises. As a result, it is imperative to explore an appropriate branding model for the small and medium restaurant owners. The researchers have discovered that there are many restaurants with cultural with local cultural characteristics, which have been passed down through generations rather than being wiped out from the market. Thus, this study believes that the particular business operation of Taiwanese restaurants of over hundreds of years is a worthy topic of investigation. This study aims to interpret the brand inheritance of the aged restaurants as well as to provide a reflection towards current situation in modern society based on our results. In this study, the seven century-old restaurants which represent the Taiwan features were selected by Taiwan Century-Old Restaurants Galley of Word Almanac (2007) as the objects, using qualitative interview techniques and content analysis to generate useful data. We will discuss the business operation of the aged restaurants through the perspective of brand inheritance via multiple case studies and in-depth interview to the owner of the aged restaurants. The study results discovered that the owners had the responsibility to inherit the century-old brand, continuing the inherited brand from previous generation. Continuing the livelihood from the first generation of ancestors, the main business philosophy of the century-old restaurants has become the owners’ unchangeable “insistence” and “intention”, and that makes them keep operating from generation to generation. The present owners’ insistence was to perform the value as same as the first generation did— treating customers with sincerity and present the one and the only gourmet all the time. From an academic implication point of view, our conclusion considers that the core value of the production is the basic element of the continuing operations of the aged restaurants in current dynamic food and beverage market. In order to achieve a long-term operation, the aged restaurants shall also use the concept of brand operation to manage the brand inheritance, which will also establish the brand awareness of the aged restaurant. In management practice, it is recommended to uphold an honest attitude and to implement the corporate social responsibility as well as to consider brand authenticity as the major going-concern value. On the other hand, the aged restaurants shall timely adjust their operational strategies as to adapt the environmental changes, meaning that new elements shall be included in the existing products, as to be able to maintain the old brand inheritance.