| Summary: | 碩士 === 國立清華大學 === 經營管理碩士在職專班 === 105 === With the rapid development of information technology, people have changed the way of communication. People have changed the old-fashioned unidirectional communication and digitized all kinds of information. The information technological development has caused business model (BM) to change, making a significant impact on business management model, in particular the traditional catering industry. To find out the influence on various industries imposed by information technology, it is necessary to rethink over the corporations’ value in the earlier period as well as their value in the future. Therefore, this study discussed how to make use of the revolutionized platform business model, attempting to help the traditional catering industry build up its competitive edge with distinctive features for its sustainable development.
First, traditional catering industry’s business organizational structure and the value created for its customers were analyzed using Michael Porter’s Value Chain Model. Second, Michael Erlhoff’s commercial value model designed for business owners was employed to construct a value creation model for the traditional catering industry. The increasing popularity of platform has made a tremendous impact on the traditional industry’s value chain and its business model. This study analyzed the influence on the traditional catering industry’s value structure imposed by platform business model. Corporations’ value chain plays a vital role for their competitive edge. The renovated business model can help corporation to profit. Allan Afuah and Christopher Tucci pointed out eight elements of business model – customer’s value, scope, pricing, revenue source, relevant activities, implementation, capability, and continuity. This study discussed traditional catering industry’s business model as well as catering industry’s platform business model based on the eight elements stated above.
To satisfy customers’ needs, the traditional catering industry must provide meals based on customers’ preference. This study presented a service design structure for the catering industry to cope with platform business. Moreover, this study proposed a service design framework to discuss the platform business model suitable for various catering industries and to analyze the influence on catering industry imposed by platform business. Last but not least, this study suggested that the catering industry designs its service strategies again using platform business model and thereby creates a multi-win situation.
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