夜市小吃经营关键成功因素分析—以台南花园夜市平.PDFVIP

夜市小吃經營關鍵成功因素分析—以台南花園夜市平價牛 排業為例 Key Sucess Factors of Night Market Cousine Business –The Case of steak’s vendor in Tainan Garden Night Market 黃英忠 杜佩蘭 陳豐裕 國立高雄大學亞太系 金門大學運動與休閒系 國立高雄大學 教授兼校長 助理教授 高階經營管理 在職專班碩士 摘要 根據行政院主計處調查報告顯示，97 年南部攤販的聚集地，以「夜市（旁）」為主 要擺攤地點。因此夜市小吃要如何把握產業的關鍵成功因素，取得相對於競爭者為有力 的地位，即可建立持久的競爭優勢。故本研究以周文賢(1999)所提出之關鍵成功因素構 面為主體，進行夜市小吃之企業形象、進入時機、產品屬性/品質、核心技術及其它因素 五大層面之產業分析以及業者的訪談。 經本研究的分析及訪談，發現產品屬性/品質對於平價牛排業的發展有相關性，且產 品屬性/品質構面的競爭優勢是否能夠被開發或充分被發揮，有賴於經營者的專業技能以 及工作人員的互相配合扶持，唯有在經營者、工作人員以及顧客三方之間取得一個平衡 點，才能讓產品屬性/品質的構面得到有效配置與運用，如此一來也才能夠建構出相對競 爭優勢。 關鍵詞：夜市、小吃、關鍵成功因素、平價牛排業 Abstract According to the demographics of Directorate General of Budget, Accounting, Statistics, Executive Yuan, the gathering in southern vendors to night market (near) as the main stall location. Therefore, how to grasp critical success factors in the industry, and achieved stronger market position relative to other competitors, to establish long-term competitive advantage. This paper is based on Chou (1999) proposed framework of critical success factors, studies industry analysis and industry interviewing the stalls for night market, including corporate image, entry timing, product attributes / quality, core technology and other factors. This study finding that product attributes/quality is directly related to the development of the industry, and the competitive advantage in product attributes / quality whether can be developed or fully utilize, depend on professional skills of the operators and support and cooperation of employees. We need to achieved the balance among operators, employees and customers, to make product a