夢想為引導的創業基石探索--建構鴨子的下午茶餐廳

Abstract

「因為有夢，所以不畏懼任何挑戰；因為有夢，所以努力的試一次看看！」夢想讓我們鼓起勇氣，將天馬行空的點子轉化成實際的行動。本研究以10位夢想創業的下午茶餐廳創業者為研究對象，旨在探討：下午茶餐廳創業者的夢想故事、夢想創業者的創業基石，以及如何運用夢想創業者創業基石，來建構屬於我的下午茶餐廳。本研究以Jones與Hill所提出的競爭優勢之基石為依據，透過半結構式訪談蒐集資料，並交由三位評判人以內容分析法進行分析。在競爭優勢基石的5個構面中，夢想構面產生了7個因素項目，品質構面產生25個因素項目，創新構面產生14個因素項目、效率構面與顧客回應構面則分別產生20個以及16個因素項目。研究結果發現：10間下午茶餐廳夢想創業者皆以差異化策略為核心，產品必須與同業競爭者有顯著差異；店內的決策因素主要以經營者本身 (老闆) 的理念為主，有強烈的個人風格。而當夢想與現實執行上有所差異時，會依照顧客回應做微調，對於店內氛圍營造則以人情味為重點。10位受訪者皆表示，雖然創業過程艱辛，但實踐夢想的過程仍令人樂在其中。本研究研究貢獻為針對10間下午茶餐廳夢想創業者創業經驗，建構歸納專屬下午茶餐廳的創業基石因素，提供未來夢想創業者創業前的參考依據，提升店內獨特的競爭優勢。“I have a dream, so I don’t afraid of any challenges; Because of having a dream, I want to try once hard.” Dreams make us encourage ourselves, and make all the ideas into action. The research is to study the story and cornerstone of afternoon tea restaurant entrepreneurs and how to use their Cornerstone as a model to build up my own afternoon tea restaurant. Besides, the research use semi-structured interviewing which based on Jones and Hill’s theory of the building blocks of competitive advantage to collect information and analysis by three judges with content analysis method. In the five aspects of cornerstone of competitive advantage, the dream aspect includes 7 factors, the quality aspect includes 25 factors, the innovation aspect includes 14 factors, efficiency aspect includes 20 factors and customer responsiveness aspect includes 16 factors. The results found that ten afternoon tea restaurant entrepreneurs use differentiation strategy. The products need to be significantly different from the competitors. The decision factors mainly based on the entrepreneurs own ideas and have strong personality in it. When there is a gap between dreams and real execution, the owner will make a change to compatible with customers need. The atmosphere of the restaurant is mostly focus on human taste. Ten interviewers indicated that although the process of starting a restaurant is hard, it’s still a joyful process to give the whole heart in. The research contribution is based on the experiences of these ten afternoon tea restaurant entrepreneurs to form a model of how to run an afternoon tea restaurant that can provide the basis for those entrepreneurs to raise their unique competitive advantage before running the restaurant.