The Management Strategy of Taiwanese Snacks (Meatball)

• Main Author: 李宜芳
• Other Authors: 莊翰華
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/92288433408866924199

碩士 === 國立彰化師範大學 === 地理學系 === 93 === Chunghua Township was a city characteristic of agriculture and modern culture. Traditional Taiwanese snack bars and modern restaurants standing in rows constituted a particular scene. Did the appearance of the modern restaurant business influence the development of traditional local snacks? What were the characteristics of Chunghua Township snacks? What were the behavioral traits of the consumers and what was their cognition? The literature review showed that local snacks was a key factor for local competition. What measures the public or private organizations should take for developing and improving the snack business was the focus of this study. According to review of the literature, meatball, cat mouse noodle, and stewed meat over ricewere called the “Three Changhua Delicacies,” of which meatball topped the first so that Changhua County was called the “meatball” county. For this reason, I used meatball as the case study in this thesis. Reseach methods: (1) Literature Review; (2) Making on-th-spot investigation to understand the local traits of Taiwanese snacks; (3) Profound interviews with related people. SPSS was used to make a cross-analysis of the surveys according to different ethnic consumer groups. Then the study came to conclusions and offered some suggestions. The conclusions of this study were as follows: 1. The behavioral traits of the consumers: The consumers’ motivations were mostly random. They got the information from mouth to mouth. They ate a snack as the main meal. They chose to eat some snack for its special taste. Mostly, they ate a sanck once a month. The cost of the snack ranged from 30 to 60 dollors. The time they spent for eating a snack was 16 to30 minutes. Motorcycle was the main vehicle they used. 2. The consumer’s cognition: The taste was okey. The price was reasonable. More different kinds of taste could be offered. The snack bars had local colors. The outlook of the snack bar was traditional. The suroundings were crowded shopping streets. It was inconvient to park a car. The waiter or waitress was too busy to attentd more to the needs of the consumers. Most people approved that “meatball” was representative of the Taiwanese snacks and the development of snack business would enhance the ability of the local competition. To boost the industry, people agreed to have Taiwanese snacks activities and they would like to participate in them. 3. The influence of modern restaurant business: Most people thought that local snacks would not be influenced for three reasons. Local snacks had special flavors, possesed local traits, and had lower prices. 4. The most important factors influencing consumption: (1) Good sanitation in food; (2) space & environment; and (3) price. Suggestions for future development were as follows: 1. Management Strategy: The first and foremost strategy was to build a website for the promotion of delicacies. The second one was to ally with tourism. The third one was to establish the sale sites in other places. 2. The meausres that the public organizations shoud take: The first and foremost measure was to plan some specific areas and streets for Taiwanese snacks. The second one was to hold exhibitions of tasting and vending Taiwanese snacks. The third one was to build a website for introducing the different snack bars. 3. Some problems in need of improvement: First was to improve the environment in the snack bar. Second was to improve the environment surrounding the snack bar. Third was to improve sanitation.