| Summary: | 碩士 === 國立臺灣科技大學 === 財務金融研究所 === 101 === In Taiwan,the service Indutry almost has covered 70% in GDP,the manufacturing will increase more auto-condition equipment to substitute as labors.More human resource enter the service industry and creat new business model by iternet technology,like job bank, on-line game,virtual store…and the hospitality field also take this trend to development new business more.Before,in business economy,the C.E.O. will expand their enterprise as big as the world in one company brand.But they find one brand will lose some market share and is really hard to cover higher market ratio.Multi-Brand business model is useful for market expanding strategy,even hospitality owners chang the direct to vreat or merge more restaurant brand in their group.
Multi-Brand business in hospitality is a new challenge for most executor,they have to control more varience in different material,equipment,receiption….,factor is not so simple as one brand business, the executor must change or modify the policys for each brand.As Mcdonald usually offer some free gift for the kids,then more children client will be attracted by this operation, but it is not useful in Chipotle Mexican Grill.Each brand in the same group have to set the effective marketing criterion for independent brand from same person in central administration system.It is difficult for managers to make the decesion to help the different layer of price store.
Multi-Brand hospitality is accepted by most of Taiwan hospitality group now, in this case, the executors will need more kinds of operation to increase every brand customers` satisfaction perception.Due to this target, service science is a good tool to modify any kind of restaurant performance, in sevice science, the service innovation bring forever power to avoid the strong competitors` elimination.In this thesis, newenjoy restaurant goup will be cast study example,we use inside and outside innovation factor to compare a better service innovation path and conduct modify analysis for headquator and branch stores.
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