| Summary: | 碩士 === 義守大學 === 管理學院管理碩士在職專班 === 101 === Due to the transformation of industrial structure, restaurant business has now turned into a business closely engaged in professional operation and management as well as intensive manpower. To find your own marketing positioning, brand marketing strategy, image management and product orientation, continuous analysis and research are required. In addition, it is necessary to effectively alter the flavors and menus or develop new products according to the diet habit and culture and different customer requirements, which would make it easier to find your own development marketplace and business orientation.
The research was based on thorough interviews with related businesses, experts and scholars. Moreover, it adopted the SWOT analysis of individual case study into consideration for a better self-diagnosis of the enterprise. It also included a survey of customer satisfaction that defines possible ways and the main direction of restaurant operation strategies. Besides, it created a new niche within the established market range and continued to pioneer on additional industries such as expanding branches, developing frozen food products and souvenirs, designing new menus and supplementaries or changing restaurant operation style and so forth. In order to promote the restaurant’s brand image and the competitive advantage of sustainable management, it is essential to set up SOP (standard operating procedure), analyze and adopt good marketing strategies to establish a set of restaurant business operation mode as a reference for individual cases.
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