荷塘月色餐廳商業計畫書 / Lotus Pond Vegetarian Restaurant Business Plan

隨著Web 2.0興起，社群網站在資訊傳遞與獲取所占比重相當高。以美食領域來看，人們在進餐廳前先行閱覽食記評論之情形越來越常見，而部落格文章因圖文並茂，常被消費者列入參考比較之來源。儘管這一類食記內容相對短篇食評來說較為完整，但評論分散於文章中，且多半沒有評分可供參考，讀者很難在第一時間獲悉評論樣貌，得花上一番心力進行閱覽，才能對餐廳整體有所評鑑。 本研究提出一套基於意見探勘與主題模型的食記剖析方法，由部落格中各餐廳貼文情緒量來反映正負面評價，將提及評論歸納為「食物」、「服務」及「環境」三個評分面向，進而提供該家餐廳的整體推薦分數，供讀者快速參閱之。實驗語料自痞客邦美食類貼文中選定添好運台灣－台北站前店、京星港式飲茶PART2、金泰日式料理－內湖店以及喀佈貍（一店）大眾和風串燒居酒洋食堂，合計4家餐廳與200篇語料。 透過LDA主題模型對食記敘述進行主題式分群，使擁有相近主題概念的句子分為一群，並歸類至各面向，例如喀佈貍（一店）之語料可分為10群主題語句，食物面向上有6群，服務與環境面向各為2群。另一方面，為了更有效辨別食記中含有的正負向情緒，本研究透過語意導向方法(SO-PMI)來計算食記中常出現情緒詞彙之極性，以建置該領域的意見詞詞庫。 實驗結果方面，以線上餐廳評論網站－iPeen愛評網作為驗證對象，顯示其語料的平均情緒量相近，於大眾觀感與評價上傾向一致，且相較一般評論網站，本研究能從較細微的面向來切入，並以情緒量反映真實的餐廳評價。最後提出未來欲探討與改善之處，供後續研究參考之。 / As the time of Web 2.0 rise, social media platform plays a crucial role in transferring and receiving information. More and more people get used to reading the related posts before having meal. Because of its richness in content and referring photographs, blog posts are most frequently used for reference. Although the blog posts are more complete regarding their content than other short reviews, the actual reviews are scattered among words that are simply descriptions, and there are no grading scale to take as reference. These all together gives the reader a hard time to efficiently organize the overview of the review, and for them to, therefore, make the decision if they should go to the restaurant. Our study offers a method of analyzing food diaries based on opinion mining and topic model. The scale of emotion in a blog post about a restaurant is used as the reflection of its review's positive or negative. The comments are categorized into food, service and environment. And the restaurant will be graded based on these three aspects to further provide the user an overall score of recommendation. We collected total of 200 articles written on 4 restaurants in PIXNET, then categorized the contents using LDA (Latent Dirichlet Allocation) model base on their theme. The sentences with similar theme with be put into a group, then be further categorized to the three aspects that was mentioned earlier. On the other hand, to better distinguish if the emotion in certain food diary is positive or negative, our study calculated the polarity of common opinion-based words in food diaries using semantic orientation (SO-PMI), and built an opinion corpus specifically for food diaries. In terms of the result, using iPeen, a restaurant rating website, as test reference, it shows that the average scales of opinion of the restaurants we got using our method are close to iPeen, which in this case we can say are close to the public opinion and review. Furthermore, compare to common rating website, our study touches on even the minute aspect, and use the cumulative opinion to reflect the true blog authors' evaluation of the restaurant. Lastly, we would like to bring up what we intend to discuss and improve in the future for upcoming research's reference.

泰灣 - 泰國快速服務餐廳 / The main objective of this study is to make a business plan that outlining the necessary measures taken to create ThaiOne, a Thai quick service restaurant in Taipei, Taiwan R.O.C of which the first restaurant location is in Neihu Technology park. It aims to provide authentic, delicious and healthy Thai food with the convenience of fast-food with rapid response time. In the study, global and local market information was acquired from available sources to determine the future growth of global food industry and food industry in Taiwan in general. Interviews with potential customers and site visits were also conducted in Neihu business area with the aim to find out consumer behaviour and expectations on the new food outlet or restaurant in the area. Financial analysis such as net present value, sensitivity and break-even analysis were conducted to determine if the project is worth investing or not and what is major risk of the project. The result of the study show positive net present value of the proposed business. However sensitivity analysis reveals that sale volume is the major factor that could affect the business cash flow and success of the investment.

複合式經營乃是企業為了滿足消費者需求，企圖在同一賣場中共同經營多個產業商品，以此達成商品多角化的目的，增加營收。而在消費者意識強烈的現今市場中，能夠結合消費者生活形態的商店將是經營趨勢。在本文中，將針對已經是人們生活中不可缺少的便利商店與早就融入一般人生活習慣中的茶產業，兩相結合做一研究，企圖提供傳統茶行轉型複合經營的一個方向，也拓展便利商店多角化商品的一個可行性。 台灣的茶館產業主要分為三種類型：觀光茶園、茶藝館、複合式茶餐廳，於其中的觀光茶園及複合式茶餐廳是比較符合現代人的消費習慣，尤其台灣民眾在生活水平改善之後，對於富有寓教於樂的觀光茶園更有一番期待，而在簡潔、明亮的年輕訴求下，複合式茶餐廳也闖出一片天地，尤其刺激年輕族群喝茶。 然而，觀光茶園及複合式茶藝館都是需要一筆資金才能投資經營的事業，而此對於那些亟思轉型的傳統茶館、茶行的業者來說，無異負擔更重，也因此提出一個投資成本較低的轉型方式，對於這些業者來說更是一個迫切需要的解決方案。 因此，在本文中，將先針對便利商店及茶產業的現況、市場競爭環境、複合條件做一分析，並依據Hamel的經營模式基礎提出結合兩產業的複合式經營模式，並在此經營模式分析中提出可行的策略活動及經營方向。 / It is enterprises that the complex management attempts to deal in a lot of industry goods together in the same sales field in order to meet the consumer demand, so as to reach the purposes of the diversification for increasing the revenues. In the market now when consumer's consciousness is strong, the shop that can combine consumer's life style will manage the trend. So in this thesis, the purpose is to do the study to combine together of the tea industry and the indispensable convenience store of the life. It attempts to offer a direction for the traditional tea store to make a transition. It also expands the feasibility of diversification for the convenience store. The Taiwan tea industry except the traditional tea store, but also develop several business type. The Leisure Tea Garden emphasizes the function of recreation, education, and culture. The tea art house focuses on the culture aspect. The complex tea restaurant merges the modern and traditional conception. And the chain cold drink tea shop is seen everywhere by the road. All of them do a big effort to develop the new product to expand the tea industry. People who live in Taiwan or anywhere all like to drink ICETEA’s pearl milk tea. CHA FOR TEA combines the tea, tea meals, tea set and atmosphere to deliver the value to customers successfully. Wang De Chuan passes the bright red packaging of the teahouse, tea of different flavors is fragrant to let consumers experience after the charcoal fire is cured too. You can find many surprises and ideas in the tea industry that the proprietor innovate the tea product. The farmer’s association is trying to promote the Leisure Tea Garden industry. It not only offers consumers a good destination of recreation of the vacation, but also promotes the rural economy to upgrade. And the complex tea restaurant is the trend of the market in recent years, so this kind company not only set up the branch in Taiwan, but also expands the market to China and Japan even more. But some bottlenecks exist in developing in the general teahouse, for instance, staffs quit job causes the education and training question, the loyalty question of the brand, house rent cost are high. So teahouse industry proprietor can consider that form an alliance with the different product company, expand the product line, and share some expenses together. It has the benefit of reducing the operating cost, strengthening the competitive power, and diversifying the goods types, those can meet the consumer demand. Tea market is still growing up in recent years, and under the circumstances that some experiments of medical report are proved that tea is good for health. It causes the potential consumer population and purchasing power to grow up constantly, so tea companies need to pay more attention to improve the structure of the goods and offer service of making consumers satisfied, like this, the constant enlargement that the industry of tea could take advantage of this situation. There are three kinds of main types in the teahouse at the present stage: Leisure Tea Garden, tea art house, complex tea restaurant. These three kinds of types of operation have its main products and activities to let consumers experience the enjoyment of drinking tea each. The development which visits the Leisure Tea Garden combines the agriculture, education and characteristic that lies fallow, not only can stimulate the countryside to develop, can also let consumers of the city have places of a party during the vacation. Visit the activity which can be offered to consumers in Leisure Tea Garden and include the agricultural affair to visit, experience the course of make tea, brew tea and drink tea teaching, tea culture are recommend, can also hold various kinds of theme activities in slack business season according to the tea in addition, which will make visitors in the Leisure Tea Garden in an endless stream throughout the year. Among them, it is to visit the unique selling point in the Leisure Tea Garden to visit and experience the course of make tea with the agricultural affair, because consumers emphasize the health now. Customer do not want to eat agricultural products with residues of pesticides, so can introduce consumer's correct agriculture chemical occupation mode while visiting in agricultural affair. In addition, in the course of experiencing the making tea can let consumers feel the preciousness of the tea grower's working hard and tea. Inheriting from classical culture more in the tea art house, adopt more flowing water of flower garden, brick wood ,etc. And it builds the scene too in mounting, complement the works of drawing with the classic's poem etc. And it improves the cultural characteristics in the shop. The tea name which is also rich in the clever thought is the special feather of the tea art house. It has opened another kind of delight of life for guests. Because a kind of quietness that the tea art house give more consumers, quiet and tastefully laid out feeling. So the main activities and services that tea art house offer are brew tea and drink tea teaching, tea culture introduce, work of art appreciate and sell. The characteristic of complex tea restaurant is the function of pluralism and various that he offers, and it has merged more heterogeneous culture. It is simple and unsophisticated that the decoration of complex tea restaurant is different from the traditional tea art house too, and the substitute is a bright and clean, spacious and open design. The waiter or clerk prepares a pot of tea or a cup of tea well, let consumer just needs to taste and experience it carefully and slowly, the concept comes out to transmit 'drink tea may very much light actually, might not take heavy and complicated formality'. Although the service and activity offered in complex tea restaurant are still the teaching, tea culture recommend, the work of art is appreciated and sold. But drinking tea and eat meal are the main business. Its atmosphere builds letting not only younger generations and workers does not repel of it, fond of his environment instead. It can be the replacement of the coffee shop. By the way, customers not only go to coffee shop to have a get-together, but also can choose going teahouse to have a dinner party and have a rest voluntarily too. This can prove from ‘CHA FOR TEA’, ‘AZABUSABO’ crowd state of restaurant. Do the Analysis of the complex convenience store of teahouse by way of Hamel’s model now. Hamel proposes four major elements, whose are core strategy, strategic resources, customer interface and value network. And there are three ‘bridges’ linking the four elements, they are stated as follows: The complex convenience store of teahouse can set out from such an undertaking mission on the core strategy, and not only puts out the entity goods on the products and market range, even service of the virtual goods should be offered. Those can be consumed in the shop and take away are the main entity goods, and this part can be done a big innovation to make customer easily to buy, brew and drink. This will be the marrow of the difference foundation. On strategic resources, except it is apt to brew tea to offer to consumers. It is the key ability that the company needs accumulating even more to make the customer easy to buy and take, and this needs to encourage the staff to interact with customer to develop creative service and products. After that, the accumulating brand name, patent, customer's data and channel will be company's important strategic assets. And do the work to make the selling, purchasing, preparing the goods procedure in the information platform, which is the foundation to upgrade the competitive power. Configuration is the bridge to link core strategy and strategic resources. The main activity is to let staff have chance to experience other department’s work, let R&D and marketing person have chance to be a sales person to feel customer’s real request and puzzle. In customer interface, it needs marketing develop activities, sales activities and after-sale and support service. By these activities, it can find out new customer and maintain the existing relationship with the customer, and these will also maintain the customer's loyalty. On the information platform that has already had, develop the traceability system of production, let consumers experience the transparent advantages, realize the demands of the information. Under this kind interaction, the relationship between the company and customer must be reliable. Under the channel foundation in the convenience store, the supply chain relation and overhead will let the goods cost be reduced, and it will raise the products competitiveness. Customer benefit is the bridge to link core strategy and customer interface. The company can offer some convenient service to customers, like changing the goods within the time limit and re-curing the moist tea. Make up the value network by the way of supplier, partner, alliance. This can develop and sell the goods complementarily, and under the cooperation of honors, improve the sales volume of the goods to make a profit. Company boundary line is the bridge to link value network and strategic resources. It should give the manufacture work to the suppliers or the partners, and the company just needs to focus on the sale, manner of packing, research and develop some new convenient method to brew good tea. In addition, enterprise needs to pay much attention to get money, which can raise the efficiency through the large-scale production and experience curve, reach the uniqueness through small-size package, helping customer brew tea, smooth supply chain system and customer service system. All these strategic factors should be matched to reach a goal to get 25% net profits. Then, the enterprise can be managed continuously forever.

一、緒論 1.研究動機：餐飲業係我國一大行業，如業者欲自眾多競爭者中脫穎而出，必須先對 顧客餐飲消費心理和行為有所了解。過去有關此方面之研究欠缺，且消費者餐飲行為 富於變化，故選取「商級餐廳定位問題」加以探討。 2.研究架構：研究個人特癥，情境因素，時間因素和餐廳知覺及偏好間之關係，暨其 它有關餐飲消費行者。 3.有關「定位」理論之介紹和大飯店餐廳特性之說明。 4.研究方法（抽樣方法、分析方法等）。 二、消費頻次，消費額和個人特癥間之關係。 三、各種情境下消費者對餐廳的偏好。 四、消費者對高級餐廳（大飯店內餐廳）之知覺與偏好。 五、其他有關消費者餐飲行為。 六、結論建議和研究限制。

台灣地區近十年來大型火災死傷頻傳。每逢相關事件發生，大眾媒介總會增加版面或時段擴大報導。而過去研究針對此類災難報導的社會功能評價不一，認為其雖可協助社會大眾了解環境風險，但報導內容有時亦過度強調危險，未來應蒐集更多相關資料以滿足讀者知的權利。本研究之動機與目的，即在觀察災難事件中消息來源與議題類型的關聯性，藉以了解媒介之議題建構過程與特徵。 過去有關消息來源研究多著重與媒介之關係，研究取徑常著重討論哪些消息來源有較多機會接近媒介，或掌握社會權力詮釋社會事象，而議題建構過程之研究則多觀察議題之類別、產生要素和影響機制，以了解不同議題彼此競爭以詮釋媒體或社會真實的機會多寡。本研究認為單從「消息來源」或「議題內容」進行觀察，殊難呈現議題整體建構過程的重要性。根據文獻探討可知，社會議題之建構成功與否，須視媒介是否尋找足夠消息來源詮釋事件因果、進行社會爭論與批評、並提出解決問題以引起大眾之問題意識。社會學家Beck即指出，媒介透過挑選消息來源與議題重點，因而影響了「災難」這類社會問題的定義。由此可知，消息來源和議題兩者似須同時觀察討論，方能了解事件建構的整體過程。 而災難事件正包含豐富之消息來源與議題，適合作為本研究主題。但有關災難報導之研究不多，相關研究曾發現媒介多選擇官方、警方及專家（科學、法律學者）為主要消息來源，而議題內容多以受災反應、受災衝擊情況及檢討責任歸屬為主。 本研究以上述理論推導為基礎，合併「消息來源」和「議題」與「生命週期」三者為研究架構，觀察災難報導之議題建構特徵，並以《中國時報》及《聯合報》有關「衛爾康餐廳大火」（民國84年2月16日至3月15日）之純淨新聞中有關消息來源之引述內容進行文本分析，歸納巨命題並進行編碼與製圖；以下是研究問題及主要研究結果。 1. 在災難新聞報導中，各種消息來源類型主要提供哪些議題？ 研究發現，兩報多偏向找尋「評論／涉入者」作為主要引述之消息來源，「當事人」之頻次則偏低。而議題類型出現頻次以「責任歸屬及調查」與「其他」議題為主，「災禍現場描述與逃生情況」與「災因與傷亡損失等檢討」出現頻次最少。在事件發展過程中，消息來源角色所提出之議題類型多與其採取之行動情節相近。 2. 在新聞報導之事件發展過程中，各類消息來源出現是否有其順序與消長？ 本研究發現，在事件發展過程中之消長順序在兩家報紙中皆以「當事人」為首日主要引述消息來源，但其出現機會隨即快速減少。接棒之消息來源在整體事件中則往往成為主要引述角色。 3. 在新聞報導之事件發展過程中，個別議題出現是否有順序與消長？ 本研究發現，兩報之議題類型長順序皆為「災禍現場描述與逃生情況」→「責任歸屬與調查」及「其他」→各項議題交互出現→「責任歸屬與調查」→「其他」。 4. 不同消息來源所提供的議題是否也有不同消長順序？ 「當事人」所涉及之主要議題類型，依序為「災禍現場描述與逃生狀況」與「救援及善後行動」。「處理者」所涉及之主要議題類型順序，兩報均為「災禍現場描述與逃生狀況」與「救援及善後行動」為主要議題，而以「責任歸屬與調查」及「其他」議題為後續主要議題。「評論／涉入者」皆以「責任歸屬與調查」及「其他」為各階段主要議題，以「責任歸屬與調查」為事件結尾之主要議題。

本計劃因應台灣地區大量適婚年齡男女未嫁娶與少子化，所以許多人將寵物視為家庭的一份子，讓台灣寵物市場穩定成長，因此計劃打造一個以寵物為主題的行動平台，本平台將建立一個結合交友、社群與電子商務的綜合產業生態圈。 本計劃規劃的執行方式為藉由App的方式，讓會員免費使用交友與社團服務，建立以寵物為共同興趣的大型社群；再透過大數據與LBS機制（Location-Based Service基於位置的服務）進行寵物用品與食品相關的電子商務與廣告媒合。 本計劃預期效益為三年內產生8千萬元台幣營收與締造會員30萬人；針對個人方面，本計劃為對寵物有興趣的男女進行交友媒合，並為其建立實體與線上的交流社團；針對廠商方面，本計劃為大型寵物食品用品廠商建立行銷廣告通路，為小型寵物食品用品與文創商品廠商建立銷售通路。在商家方面，本計劃為寵物用品店、寵物醫院、寵物旅館、寵物美容院、寵物餐廳等等建立與客戶連絡與溝通管道。