| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 106 === In recent years, Taiwan’s catering culture has been gradually westernized, and the public’s reliance on bread and food has gradually increased. This phenomenon can be seen from the trend of a steady increase in the total production volume and total sales value of Taiwan’s bread and groceries. Looking at the structure of the bread industry in Taiwan, the single-store business model of a traditional bakery, although still occupying a place in the market, has gradually declined. The onset of the food safety storm raised the health awareness of the country's people, focused on fresh ingredients, used high-end bakery products of advanced raw materials, and introduced brands from abroad, and gradually gained a firm foothold in the high-end bread market. The number of stores in the chain of convenience stores, customer bases and other access advantages entered the bread industry, brought convenience and low-cost strategies, and grew rapidly in the bread market. The chain bakery uses the Central Factory to make frozen dough, and then distributes it to its various outlets for grilling and selling to provide consumers with fresh and diverse products. The baking bread market is highly competitive and the chain bakery business model was once the mainstream of the market. However, in the face of the rise of various business models in the industry, the advantages of the chain bakery gradually fade away; the access road is not as large as convenience stores, and the product positioning is not as good
as high-grade bakery. . Nowadays, the needs of consumers are changing with each passing day. What kind of business strategies should be used for chain bread to get rid of high-end bakery and convenience stores?
Most high-end bakeries are located in metropolitan areas where economic prosperity is strong, and convenience stores are spread all over Taiwan; chain bakeries must provide products that are different from those of competitors and place products in appropriate locations for sale. This study analyzes the relationship between the location of chain bakery shops and the products they sell, and tries to understand the characteristics of consumers in each location. It is hoped that through the analysis and analysis of this research, we can provide suggestions and reference for the relationship between product and consumer taste in the chain bakery practice community.
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