臺灣博碩士論文加值系統

近幾年來國內小資本創業投資風潮日趨盛行下，大家都為剩餘的資金找尋出路，自行創業或加盟創業，開一家店，做一個成功的小老闆，巳經成為許多人的夢想,。本研究透過個案實證研究方法, 探討創業者如何經由概念的形成，到動手實行展店創業的過程。本研究以籌設一家素食復合式餐飲咖啡店為對象，同時利用行銷組合7P做為其研究與衡量的方法, 得出研究結果如下:
1.「創業」的意義是創業者主動不斷尋求變化, 持續創造性的破壞, 使舊產業遭到淘汰, 同時讓新舊事物結合給于創新的一种行為。
2.產品必須隨時做出調整修正，並推陳出新，保持其多樣化及多變，消費者對產品的滿意度會受產品的品項、包裝、風味、等條件性影響。當消費者對產品越滿意時對其實際消費行為將會增加。
3. 在價格的處理上, 由于餐飲業的訂單並無法充分提高以反映其成本, 所以必須時時檢討行銷與營運的成本與效率、檢討產品組合、內外部特色和提昇產品的附加價值並同時引進受歡迎高毛利的產品，以迎合消費者對於產品價格上的需求。
4. 在選擇通路時, 必須擬定出一套審慎的評估標準，通路是需要長時間經營的，很難一開始就賺錢，所以通路也必須不能只有單一出口 。
5. 在推廣方面根據實務操作發現，公司可藉由不同的促銷與宣傳方式來引起消費者產生購買的慾望，發現其中尤以「試飲試吃商品和強力人員促銷」效果最為顯注。
6. 人員在服務業中扮演了很重要角色，尤于人員的流動率高，所以必須提供良好的員工訓練與發展，提升員工專業知識與自我效能，增進其自信心，協助員工發展生涯計畫，以進一步提昇員工對組織的向心力與歸屬感。
7. 在經營時發現，實體表徵可以提供最好的服務印像來源給於消費者，它能具體表現公司的服務有形性部份。服務也將藉由此一環境來進行傳送，一旦顧客在此環境中互動良好，得到感官上滿足時，再會顧意愿將會增加。
8. 在服務流程的設計中發現，撰寫開店手冊以及標準作業流程管理（SOP），同時把正式與非正式化的控制機制和企業文化的各種外顯與內隱性的知識，採取文檔與人員移轉並重的方式，在服務流程的設計中有顯助的幫助。

In recent years, Malaysia domestic small venture business increased popularly due to enhancement of investment, lots of people are finding solution for the excess funds, running the business by self-entrepreneur or join venture, establish a business, and become a successful small business owner. However, it had become everyone’s dream. The research aims to explore a real case study about the success formation of an entrepreneur, throughout the process from the conception to founding a real business. The study was targeting to set up a Complex Vegetarian Café, and using Marketing Mix 7P as the research and measurement methods, obtained the results are as follows:
1. "Entrepreneurship": Means that the entrepreneurs should take the initiative to seek changes continuously, creative destruction continuously, in order to eliminate the obsolete industrial, a behavior for Innovation will be performed while making combinations of old and new things.
2. Products must be adjusted or amended at any time, keep innovation and diversification, the consumers satisfactions will affected by the product items, packaging, flavoring and other conditional effects. The actual consumers’ behavior will be increased when meet consumers’ products satisfactions.
3. By handling in “Price”, the catering orders unable to reflect the cost adequately; therefore, we must review marketing & operation’s costs and efficiency in constantly, review of product portfolio and internal & external features, enhancement of product added value, and introduce the high profit margin products to meet the consumer’s price demand.
4. By selecting the “Place”, we must develop a set of prudent evaluation criteria; we need long time to operate it, difficult to earn money during early time, and we can’t solely having a single channel for all place.
5. Under the “Promotion”, practical operation reflect the real result, show that the consumer buying desire will be affected by different promotion and marketing publication especially in “Food & Drinks Testing and Highly Promoted By Staff”, reflect the most significant effect.
6. “People” plays an important role in service sector, especially in high staff turnover; therefore, we must provide a good staff training and development, enhance staff professional knowledge, self-efficacy and confidence, helps to develop the staff career plans, enhance staff towards organization''s cohesion and sense of belonging.
7. Explore from the operation shows that the physical characterization may become the source of best service impression towards consumer; it can be representing tangibility for the company performance. Service can be transmitted by the environment, when the consumer interaction in the environment meet the sensory, the placement marketing will be thus formed.
8. Discovery from the design of service process, writing an entrepreneur manual shall meet the requirement of SOP, while manage the formal and informal control mechanism and variety of corporate culture’s explicit and tacit knowledge, taking both importance of documentation and personnel transferred, reflect the most significant effects in service process design.

中文摘要 ----------------------------------------------- i
英文摘要 ----------------------------------------------- ii
誌謝 ----------------------------------------------- iii
目錄 ----------------------------------------------- iv
表目錄 ----------------------------------------------- viii
圖目錄 ----------------------------------------------- xi
一、 緒論------------------------------------------- 1
1.1 研究背景與動機---------------------------------- 1
1.2 研究目的---------------------------------------- 2
二、 文獻探討---------------------------------------- 3
2.1 創業相關文獻探討-------------------------------- 3
2.1.1 創業的定義-------------------------------------- 3
2.1.2 創業精神---------------------------------------- 4
2.1.3 創業者的特質------------------------------------ 5
2.2 餐飲咖啡店創業投資的經營型態--------------------- 8
2.2.1 餐飲咖啡店經管型態之探討------------------------ 8
2.3 複合式經營------------------------------------- 12
2.3.1 復合式經營的起源-------------------------------- 12
2.3.2 復合式經營的定義-------------------------------- 13
2.3.3 復合式經營的優點-------------------------------- 14
三、 個案與創業過程說明------------------------------ 16
3.1 個案沿革---------------------------------------- 16
3.2 餐飲咖啡店籌備計畫------------------------------ 18
3.2.1 餐飲咖啡店投資費用之分析------------------------- 18
3.2.2 餐飲咖啡店商圈調查------------------------------ 20
3.2.3 展店計畫--------------------------------------- 21
3.3 創業實証過程 - 服務行銷7p ---------------------- 24
3.3.1 產品------------------------------------------- 24
3.3.2 價格------------------------------------------- 25
3.3.3 通路-------------------------------------------- 28
3.3.4 促銷-------------------------------------------- 30
3.3.5 服務人員--------------------------------------- 35
3.3.6 實體表徵---------------------------------------- 42
3.3.7 服務流程---------------------------------------- 63
四、 實證行銷策略分析檢討---------------------------- 68
4.1 產品------------------------------------------- 68
4.2 價格------------------------------------------- 69
4.3 通路-------------------------------------------- 70
4.4 促銷-------------------------------------------- 71
4.5 人員-------------------------------------------- 72
4.6 實體表徵--------------------------------------- 73
4.7 服務流程---------------------------------------- 74
五、 結論與建議------------------------------------- 75
5.1 創業架構的形成---------------------------------- 75
5.2 創業者因素探討--------------------------------- 76
5.3 可行性的評估------------------------------------ 76
5.4 創業執行細節7p---------------------------------- 78 5.5 建議後續研究------------------------------------ 79
5.6 研究限制--------------------------------------- 79
參考文獻 ----------------------------------------------- 81
附錄一 公司初期的產品品項一覽表------------------------- 85
附錄二 公司後期的產品品項一覽表------------------------- 88
附錄三 公司初期的產品價錢一覽表------------------------- 100
附錄四 公司後期的產品價錢一覽表------------------------- 103

中文文獻
1. 方世榮譯, 1998, 行銷管理學，台北：東華書局
2. 王智宏,2004, 複合式花店服務品質之個案研究-以田尾公路花園為例，南華大學旅遊事業管理學研究所。
3. 史托克斯, 2003, 行銷學理論與實務, 顧萱萱、郭建志譯，臺北：學富。
4. 行政院主計處，2001, 中華民國行業標準分類，第七次修訂。
5. 李盈瑩, 2001, 複合品牌策略、核心資源、商圈生態類型對品牌權益影響之研究－以大台北商圈為實證，中原大學企業管理學系碩士論文。
6. 周碩雄,1997, 中式冷凍調理菜餚於咖啡館之應用討論，私立東海大學食品科學研究所碩士論文。
7. 林育正、楊海銓, 2003, 開家賺錢的咖啡館, 臺北：邦聯文化事業。
8. 林玫馨, 2001, “連鎖加盟面面觀”，全國律師，2001年2月號。
9. 柯特勒, 1998, 行銷管理－亞洲實例， 謝文雀編譯，臺北：華泰。
10.科特勒, 2003 , 科特勒談行銷：如何創造、贏取並主宰市場, 高登第譯, 臺北：遠流。
11.秦宜婕, 2005, 台灣餐飲業創業管理之關鍵成功因素之探討，佛光人文社會學院管理學研究所碩士論文，未出版，宜蘭縣。
12.高志誠, 2003, 新型態複合式經營商店之可行性分析與市場發展策略，國立台灣大學國際企業研究所碩士論文。
13.張國雄, 2004, 行銷管理，臺北：雙業書廊。
14.張惠玲等, 2004, 探討複合式連鎖餐飲業之核心資源-以三皇三家為例，國立屏東商業技術學院學士論文。
15.湯堯, 2001, 學校經營管理策略：大學經費分配、募款與行銷，臺北：五南。
16.黃秀義, 2006 , “發展新興商業業態：複合式經營、異業結盟之新興商業經營型態”，全國商業發展會議。
17.黃俊英, 2002, 行銷學，臺北：華泰文化。
18.黃禎貞, 2008, 服務行銷－為健康大計畫龍點睛，學校衛生，53 ，pp73-91。
19.楊日融, 2003, 餐飲咖啡店經營關鍵成功因素之研究，國立中正大學企業管理研究所。
20.楊淑慧,1999, “ 商戰風雲：百億咖啡戰響起衝鋒號”，財訊，第六期，頁260-264。
21.蔡界勝, 1996, 餐飲管理與經營，五南圖書出版公司。
22.蕭晴宜, 2002, 咖啡連鎖店業者與消費者商店形象認知之比較研究－以臺北縣市為例，淡江大學國際企業學碩士班碩士論文。

英文文獻
1. Bird, B. J., 1992, “The operation of intentions in time: The emergence of new venture”, Entrepreneurship: Theory and Practice, Vol.17(1), p11-20
2. Bowen, D. D., and Hisrich, R. D., 1986, “The female Entrepreneur: A Career Development perspective”, Academy of Management Review, Vol. 11(2), p397-399.
3. Cantillon, Richard, ([1755]1959), Essai sur la nature du commerce en general, Translated and edited by Henryn Higgs.London: Frank Cass.
4. Dhrav, G., R.Krishnan, J.Baker and N.Borin, 1998, “The Effect of Store Name, Brand Name and Price Discounts on Consumer’s Evaluations and Purchase Intentions”, Journal of Business Research, Vol.43 (2), p57-63.
5. Gartner, W. B, 1985, “A conceptual framework for describing the phenomenon of new venture creation”, Academy of Management Review, Vol.10, p696-706.
6. Gilmore, A., 2003, Services marketing and management, Sage Publications, London.
7. Jeanne Holden, 2007, Principles of Entrepreneuship, U.S.Department of State 2007.
8. Kotler, P, 1996, Marketing Management: Analysis, planning, and implementation Control, 7th edition, Prentice Hall.
9. Mclean, F. 1997, Marketing the Museum, London: Routledge.
10.Robbins, S. P, 2003, Organizational behavior 10th Edition, NJ: Prentice-Hall.
11.Ronstadt, Robert and Robert J.Kramer, 1982, “Getting the Most Out of Innovation Abroad”, Harvard Business Review, Vol.60, March-April, p94-99.
12.Say, Jean Baptiste, ([1880]1971), A Treatise on Political Economy:or the Production, Distribution, and Consumption of Wealth, translasted by C.R.Prinsep and Clement C. Biddle, New York, Augustus.M. Kelley.
13.Schumpeter, Joseph, 1934, The Theory of Economic Development, Cambridge, Harvard University Press.
14.Shapero. A., 1975, “The displaced, uncomfortable entrepreneur”, Psychology Today, Vol.8, p 83-88.
15.Shook, C. L., Priem, R. L., and McGee J. E., 2003, “Venture Creation and the Enterprising Individual: A Review of Synthesis”, Journal of Management ,Vol.29(3), p379-399
16.Shostack, G.L., 1992, Understanding services through blueprinting, Advance in Services Marketing and Management, edited by Schwartz,T.A., Bowen,D.E and Brown, S.W.,JAI Press,Greenwich, CT, p75-90.
17.Stevenson, H.H., and Jarillo, J.C., 1990, “A Paradigm of Entrepreneurship: Entrepreneurship Management”, Strategic Management Journal, Vol.11(2), p17-27.
18.Wee, CH, Lim, WS, and Lee, R., 1994, “Entrepreneurship: A review with implications for further research”, Journal of Small Business Management , Vol. 11(4), p25-49