臺灣博碩士論文加值系統

傳統市場早期為家庭主婦購物的首選場所，但隨著社會的進步及演進，超市與量販店如雨後春筍的於各個地區開始營業，超市與量販店屬於較為現代經營的模式，貨架整齊乾淨清潔，價格也統一透明，有別於一般的傳統市場，因此許多的家庭主婦改為選擇到超市或量販店選購商品，而職業婦女就業人口的增加也影響了購物習慣，隨著消費者的消費模式轉變，有些傳統市場逐漸的式微，雖然傳統市場還是有其固定的消費族群，但隨著現在的年輕人與職業婦女漸漸的已不再進入傳統市場消費，許多傳統攤販不得不思考如改改變其經營方式，才不會被社會所淘汰。
本研究將對目前正面臨經營轉型的傳統食品攤販與已轉型成功的傳統食品攤販作為個案探討，以提供給欲改變經營模式的傳統攤販經營者做為參考，本研究採用個案研究法，主要探討目前經營模式的現況與未來規劃，並將藉由文獻資料回顧競爭策略、競爭優勢、STP理論與商業模式的基礎理論，瞭解傳統食品攤販目前現況與困難點，並配合次級資料收集及深度訪談方式，找出經營模式的競爭優勢，做為個案業者及產業未來發展的參考。
研究結果發現，傳統攤販比起其他企業與公司，本身的資源與能力都是相對趨於弱勢的，因此，雖然經營者想要改變其現有的經營模式，在轉變的過程中會遭遇到許多的問題與阻力，但只要經營業者是將消費者的需求擺在第一位，並堅持努力滿足消費者的需求，是有機會可以轉型成為更符合現在消費者的經營模式的。

In the past, housewives always go to shop in the traditional market. But, follow the social evolution and social advancement, the supermarkets and hypermarkets are opened everywhere. The supermarkets and hypermarkets are modern business model, neat and clean shelves; the price is all the same and the price tag is very obvious, which is different from the traditional market. Therefore, housewives prefer to go to shop in the supermarkets and hypermarkets. And, as the increasing employment of professional women, the shopping habit has also been affected. According to the change, some of the traditional markets gradually decline. Although the traditional market still has its regular consumer groups, the young people and professional women gradually do not enter the traditional market. Many traditional vendors have to think about changing their way of doing business to not be eliminated by the society.
This study will be discussed on the current business transformation of the traditional food street vendors and the success of the transformation of traditional food street vendors as a case study. To provide the business model that want to change the traditional street vendors as a reference, the study is a case study, mainly on the current business model of the current situation and future planning. And will review the basic theory of competitive strategy, competitive advantage, STP theory and business model by literature review, to understand the current situation and difficulties of traditional food street vendors. And with the secondary data collection and in-depth interviews, the case will find out the competitive advantage of business model, the future development of industry, and will be the reference for related industry.
The results of the study found out that compared traditional vendors with other enterprises/companies; the resources and capacity of traditional vendors are relatively weak. Therefore, in the process of changing, although operators want to change their existing business model, they will encounter a lot of problems and resistance. But, as long as the operators notice the demand of consumer, and insist on meeting the consumer demand, there still has a chance to be transformed into a business model that is more suitable for current consumer.

摘要 i
Abstract ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
第一節　研究背景 1
第二節　研究動機與目的 2
第三節　研究流程 3
第二章 文獻回顧 5
第一節 競爭策略 5
第二節 競爭優勢 8
第三節　STP 理論 11
第四節　商業模式 14
第三章 研究方法 16
第一節　質性研究 16
第二節　個案研究 17
第三節　資料蒐集 18
第四章 個案描述與分析 20
第一節　梅子及攤販零售產業分析 20
第二節　餐飲業產業分析 23
第三節　個案攤販─梅子本舖 29
第四節　個案攤販─蔡家肉燥飯 39
第五節 個案間比較之研究 47
第五章 結論與建議 53
第一節 研究結論 53
第二節 研究限制 54
第三節 研究建議 54
參考文獻 56
附錄 個案深度訪談內容 62

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