餐飲的行銷策略個案分析：以J公司為例

Abstract

「賈董的麵」是一家具有三十年歷史的老麵店，歷經轉型成為團膳公司後，加上交通大學EMBA第十二屆全體同學共同努力下，終於成為一家有別於ㄧ般傳統麵店裝潢之現代化麵店。開幕前由於成功的行銷手法，且股東成員們亦熱心協助下，使得賈董的麵可直接跳過新店家來客量待開發之初期成長階段。另一方面，自民國99年11月中旬開幕至今，來客量就一直非常穩定成長。然而，店面租金、人力成本的壓力下，使得現有的穩定來客量僅能維持小幅獲利空間，如何創造新的來客量以增加店內營收，得要額外制定新的服務行銷策略，並提高服務品質，才能提升顧客滿意度與來客量，而這將是賈董的麵未來主要之營運目標與挑戰。由於此想法已存在心中許久，且本人亦是賈董的麵之直接經營者，故產生將賈董的麵作為研究對象，並針對該店未來之服務行銷策略訂定、營運模式及風險分析之研究的想法。 將店內營運狀況歸類幾點如下：(1)賈董的麵常客族群佔總來店客數的比例不高。很多客人是因為朋友的邀約，或是透過網路、媒體的宣傳，亦或剛好路過才進店消費，此意味著讓顧客回流將會是賈董的麵現階段應解決之問題。(2)選擇賈董的麵消費女性多於男性，且女性佔總客數的比例約三分之二。(3)就年齡而言，21~40歲消費者佔總客數將近一半以上，可見賈董的麵主要客群來自上班族、大學生，此處推測可能是因為地緣關係，臨近新竹科學園區、清大、交大所致。 而此份研究主要是透過訪問專家、員工等方式，與較熟悉餐飲業人士與內部人的訪談，並結合服務業行銷組合7P與體驗行銷策略，進而擬出最適合賈董的麵之服務行銷策略，藉此改善麵店之營運狀況，並且提升總營業額。 根據訪談結果發現，以下統整出幾個可供賈董的麵改進之建議方案：(1)未來可考慮多開發新口味的麵食、小菜，使得顧客每次來店消費時，都有不同種類的麵食和小菜可供選擇。(2)注重口耳相傳之效果。顧客會因為親朋好友的推薦而決定是否要光顧一間餐廳。因此，特別重視店裡提供的服務品質、員工素質、店內環境整潔等小細節。(3)明確的市場區隔及定位。假若市場定位不夠明確，無法與其他麵店區隔開來，則很難成為消費者心中之首選。(4)由於店面位於新開發之社區，故吸引社區內的住戶成為賈董的麵之穩定客源為當前首要目標。(5)該店擁有臨近新竹科學園區地利之便，加上網路、報章媒體行銷廣告的推廣下，藉此吸引更多習慣外出用餐的園區工作者。

“iNoodle” is a modern noodle restaurant transformed from tradition noodle joint with thirty years of history. The transformation of its business model is the brainchild of the Class 2011 of NCTU EMBA. The classmates of the EMBA program, along with the iNoodle’s major share holders, have developed a thorough marketing strategy to attract the new clientele to help the new incepted “iNoodle” to break even in a very short time after its grand opening. However, the high fixed costs – rent and wages, keep the profit at a very unsatisfying level. In order to grow the business to bring more revenue as well as profit, it becomes imperative to create a new service-oriented marketing strategy and enhance the service quality to increase the traffic volume of the restaurant. As a share holder of the “iNoodle” and the manager of the restaurant, I have the direct contact with our customers. With this knowledge in hand, I develop this research plan to develop a new marketing strategy.

This research is based on the service industry’s 7P marketing strategy coupled with the experience marketing. Through the first-hand research into other chained restaurants and the historical marketing literatures, a thorough questionnaire is developed. The customer survey based on the aforementioned questionnaire is analyzed to develop the new marketing strategy for “iNoodle”.

During this research, several customer behaviors are recognized. A) iNoodle’s customer retention rate is low. Many customers just visited the shop based on friend’s invitation or the impression from media’s coverage and they don’t come for the second time. iNoodle should cultivate a set of loyal customers by increasing the retention rate. B) Customers from different demographic groups have a different expectation for the service; as a result, the feedback for the service quality varies. C) The advertisement channel and the shop environment do not change customer’s liking to iNoodle. On the other hand, customers do point out that the quality of the noodle, pricing, promotion, shop personnel, and the service flow do generate positive feedback from customers.

After the analyzing the survey, several marketing strategies are recommended. A) New products like different noodles or side dishes should be created in a larger quantity to provide more choice to customers for fitting their preference. B) Referral is a very powerful and influential when it comes to make a choice on which restaurant to have meals. The new marketing strategy is to increase customer’s referral rate. C) Market segmentation is critical for the overall success of the restaurant. The new positioning strategy should be developed to put the restaurant in the right market segments. D) The restaurant is located in a newly developed community. The customers from this local community should be retained in order to cultivate a set of loyal customers. E) The shop is very closed to Hshi-Chu Science-based Industrial Park. The new marketing strategy should geared toward attracting customer from the employees of the Industrial Park.