飲食多元化－多品牌餐飲企業之品牌定位成功秘訣

Abstract

在臺灣餐飲業一直是競爭激烈的行業，近五年餐飲業營業額與餐飲業者家數明顯增長，而臺灣餐飲市場之經營方式也出現連鎖、國際化、上市、及多品牌等趨勢，單品牌漸漸難以於市場獲得優勢，多品牌企業在臺灣有普及化之趨勢。然而，採多品牌策略可能有互相競食、稀釋之風險，若企業本身定位混淆不清，或者本身形象不一致時，可能會負面改變消費者對原品牌的信仰，進而導致損害。因此品牌定位之傳遞成功與否也為一個重要的議題。本研究以饗賓餐旅集團其中五個buffet品牌為例，目的為瞭解多品牌餐飲業者欲傳達之品牌定位為何、旗下不同品牌在消費者心中之定位為何、比較企業的目標定位和消費者的感知定位是否具一致性、以及探討企業旗下不同品牌之間的關係。研究分為兩部分，第一部分採問卷調查法，探討消費者對不同品牌之感知為何，及透過不同品牌在知覺圖上之位置，探討其之間之關係，共回收306份有效問卷。第二部分採半結構式訪談法，與2位品牌業者進行訪談以了解企業在品牌定位方面之策略。透過兩部分資料彙整，探討業者欲傳遞與消費者感知之品牌定位是否具一致性。研究結果顯示，除本研究測量之五項屬性外，「訂位」、「優惠活動」、「餐廳評論」、「動線安排」、「食安衛生」、「用餐時間」這6項也為消費者考量之因素。由知覺圖可得知，旭集及饗饗在消費者心中定位接近，可推知多品牌企業旗下之不同品牌之間，即便業者有做出區隔，消費者仍會有混淆之情況。本研究補足多品牌餐飲企業相關研究之缺口、對知覺圖應用提供新的實證證據，並提供多品牌餐飲業者實務上之建議。In Taiwan, the restaurant industry has always been highly competitive. Over the past five years, there has been significant growth in both the revenue and number of businesses in this sector. The operational models within Taiwan's restaurant market have also evolved, showing trends such as chain operations, internationalization, going public, and multi-brand strategies. Single-brand businesses are finding it increasingly difficult to gain an advantage in the market, leading to a trend towards the prevalence of multi-brand enterprises in Taiwan. However, adopting a multi-brand strategy can carry risks of internal competition and brand dilution. If a company’s positioning is unclear or its image inconsistent, it might negatively alter consumers' perceptions of the original brand, causing harm. Therefore, the successful communication of brand positioning is a crucial issue. This study takes five buffet brands of Feastogether, a multi-brand catering enterprise in Taiwan, as examples, aiming to understand the brand positioning these multi-brand restaurant operators want to convey, the positioning of their different brands in the minds of consumers, whether the company’s target positioning aligns with consumer perceptions, and the relationships between the differentbrands under the company. The research is divided into two parts. The first part employs a questionnaire survey method to explore consumer perceptions of different brands and examines their relationships through their positions on perceptual maps. A total of 306 valid questionnaires were collected. The second part uses semi-structured interviews, involving interviews with two brand operators to understand their strategies in brand positioning. By integrating the data from both parts, the study examines whether there is consistency between the brand positioning the company intends to convey and the consumer perceptions.The results of the study indicate that in addition to the five attributes measured in this study, factors such as"reservation," "promotional activities," "restaurant reviews," "layout arrangement," "food safety and hygiene," and "dining time" are also considered by consumers. From the perceptual maps, it is evident that “Sunrise” and “Inparadise” in the minds of consumers are positioned closely, suggesting that despite the efforts of multi-brand enterprises to differentiate their brands, consumers may still experience confusion. This study fills a gap in research on multi-brand restaurant enterprises, provides new empirical evidence for the application of perceptual maps, and offers practical suggestions for multi-brand restaurant operators.