應用商業模式探討外籍人士在臺餐飲創業之策略

Abstract

近年來臺灣的外籍人士逐年增加，來臺創業、開店面、開餐廳以及引進國外品牌進入臺灣市場的外籍人士更是愈來愈多，成功創業者之比例也逐漸增加。過去文獻著重於餐飲業創業人士成功因素之探討，但甚少討論外籍人士在臺創業之策略。本研究以商業模式畫布探討外籍人士在臺創業策略、商業模式的實用性與預測能力，期望能幫助創業者做出更有效的決策與判斷力，進而增加成功的機率。因此本研究分為三大階段進行：首先依據相關文獻回顧為理論基礎建立本研究架構與訪談大綱，其後是透過深度訪談來收集六位外籍人士餐飲創業家的意見，另以三位專家意見歸納成商業模式的結果；根據本研究實證結果可以探討外籍人士在臺創立餐飲業之策略，作為未來吸引外籍人士來臺創業之參考。 綜整六位外籍人士餐飲創業家的商業模式九宮格及創業績效所推導出的新商業模式畫布十宮格，結果與發現統整如下；(1)目標客層：創業家以當初的經營理念及商品特色預設目標客層，以商務客及外國客戶為主；(2)價值主張：以目標客層為發想，嚴格要求產品及服務品質，主張客製化滿足顧客，並訂定合理價格；(3)通路：業者根據自身資金狀況決定銷售方式與管道，透過與消費者最靠近的社群媒體或電視廣告做為通路進行銷售；(4)顧客關係：吸引與經營新顧客與留住舊顧客並行；(5)收益流：除了業主當初準備的資本，為了增加客單價，靈活的商品組合是必要的，並因應趨勢推出外送服務；(6)關鍵資源：業者根據自身的文化背景或專業技術，衍生出特別的商品或專業服務，並以在職進修提升業者自身與員工之專業能力；(7)關鍵活動：活用行銷策略管理理論，維持產品品質、開發新商品、經營新舊顧客，並透過廣告行銷、公關活動做自我行銷；(8)關鍵合作夥伴：企業與供應商從長期合作的關係中，找尋適當的互動模式；(9)成本結構：不損及原有資本前提下，推行開源節流策略；(10)創業績效：創業者衡量其公司營運狀況，會以開拓國際市場、顧客導向為主的財務性指標及社會貢獻、回饋消費者、自我實現等非財務性指標作為自我對該公司成果滿意程度與否的創業績效評量。本研究結果依據商業模式九宮格及創業績效，彙整創新商業模式十宮格畫布詮釋商業模式理論觀點，為餐飲業設計新商業模式及檢視各構面之間產生的變化，可做為有意來臺創業的外籍人士經營餐飲相關產業之參考。

In recent years, the number of foreigners in Taiwan has increased year by year. More and more foreigners launched business, set up stores and restaurants or lead foreign brands into Taiwan market. The ratio of successful entrepreneurs was gradually increased as well. Past literatures mostly focused on the factors of successful entrepreneurs in catering industry, but rarely discussed the entrepreneurial strategies of foreigners in Taiwan. This study aims to discuss foreigners’ entrepreneurial strategies in Taiwan with the business model canvas. Practicality and predictive ability of business models are expected to assist entrepreneurs to build up more effective decisions and judgements as well as increase the probability of success. This study is divided into three major phases. First, the research framework and interview outline were established on the basis of relevant literatures review. Next, in-depth interviews were followed to collect foreign entrepreneurs’ opinions. In addition, the combination of three experts’ opinions would be used as the results of business model canvas. The results of the analysis would enable foreign entrepreneurs who would like to establish business in Taiwan to review as potential strategies, as well as a further reference to attract foreigners who would like to start new business ventures in Taiwan. Through the analysis of six foreign catering industry entrepreneurs’ nine building blocks of business model canvas, and a new ten building blocks of business model canvas was thereafter developed. The business management advantageous aspects and distinguishing features of the operations in this research can be categorized as:(1)Customer Segment: Entrepreneurs determine the customer segmentation based on the business concept and product features to focus on business and foreign customers;(2)Value Proposition: Besides satisfying target customers by customizing items and pricing, product and service quality are strictly demanded;(3)Distribution Channels: Sale model and distribution channels are decided by entrepreneurs’ financial status, and marketed through social media or commercial films;(4)Customer Relationship: Attracting new customers is as important as retaining existing customers;(5)Revenue Stream: Flexible merchandise combination is necessary to increase per customer transaction;(6)Key Resources: Entrepreneurs develop feature products or professional service based on their own cultural background and expertise/professions;(7)Key Activities: Apply marketing strategy theories, maintain product quality, develop new products, and manage new and existing customer relationships thru advertising, marketing, and PR promotions;(8)Key Partnership: Develop proper partnership between entrepreneurs and its suppliers;(9)Cost Structure: Broaden sources of income and reduce expenditure without damaging the startup capital is critical;(10)Entrepreneurial Performance: Entrepreneurs measure their company's operating conditions, and evaluate the satisfaction of company result by developing their international market, customer-oriented financial indicators and social contributions, feedback to consumers, and self-fulfilling non-financial. Based on the results of this research, it can be used as a reference for providing incoming entrepreneurs new to the industry.