餐飲市場在台灣近年來無論是營業額或是營利事業家數都不斷的創新高，顯示近年來國人生活型態改變，外食人口比例增加。而國人對於飲食的要求更是多樣化，不止單純的追求美味，甚至也開始注重食品安全及養生健康。台灣街頭各式各樣型式的餐廳林立，消費者對於餐點的選擇眾多，而無論是傳統名店或是網路新寵，熱門餐廳在用餐期間總是大排長龍，日進斗金，導致餐飲業成為青年創業、中年轉職或是開創副業時的一大熱門考慮選項。本研究旨在探討餐飲個案創業過程及其競爭優勢與策略，分析加盟品牌與自創品牌的餐廳在商業模式下的差異及影響。利用個案訪談方式進行研究後，結果發現不同於自主品牌創業的品牌及客源需要時間建立、累積，選擇加盟品牌時能利用原本加盟總部的商業模式及相關經驗，跨過創業初期的死亡之谷，但加盟主需要依照簽定的加盟契約另外給付加盟總部加盟金及權利金。而無論是加盟或是自創品牌，重點仍回歸到創業者所希望提供給目標客群的價值主張，才有機會找到獲利模式持續經營。

In recent years, the catering market has been constantly increasing in both turnover and profit. It shows that the lifestyle and taste of people have changed in recent years; the proportion of dining-out population has increased. The demand for food is more diverse, such as the delicious taste. People may concern food safety and health much more than before. There are various restaurants on the street, and there are many choices for consumers. Whether it is a traditional famous restaurant or a new favorite on the Internet, the popular restaurants always have long queues during the meal. It results in catering industry become one of the popular considerations for young entrepreneurs, middle-aged career transformation or pioneering business. The purpose of this study is to explore the entrepreneurial process of catering business cases, especially their competitive advantages and strategies. The paper analyzes the differences and impacts of the franchise brands and their own brands in the business model. After conducting a case study, the paper finds that whether restaurants applies franchising or creates a brand, their focus should return to the value proposition that the entrepreneur wants to provide to the target group, and then there is an opportunity to find a profit model.

摘 要 ...............................................................................................................................I
ABSTRACT .................................................................................................................. II
誌 謝 ............................................................................................................................ III
目錄 .............................................................................................................................. IV
圖目錄 ........................................................................................................................ VII
表目錄 ....................................................................................................................... VIII
第壹章 緒論 ............................................................................................................ 1
1-1研究背景與動機 ............................................................................................. 1
1-2研究目的 ......................................................................................................... 2
1-3研究對象與範圍 ............................................................................................. 2
1-4研究架構 ......................................................................................................... 2
1-5研究流程 ......................................................................................................... 3
第貳章 文獻回顧 .................................................................................................... 4
2-1餐飲業定義與相關文獻 ................................................................................. 4
2-1-1 餐飲業定義 ......................................................................................... 4
2-1-2 台灣餐飲業發展狀況 ......................................................................... 5
2-2連鎖加盟相關概念 ......................................................................................... 8
2-2-1 加盟制度起源 ..................................................................................... 8
2-2-2 連鎖加盟店的分類與型態 ................................................................. 9
2-2-3 連鎖加盟店的特色 ........................................................................... 10
2-3 競爭優勢分析文獻探討 .............................................................................. 10
2-3-1 商業模式定義 ................................................................................... 10
2-3-2 商業模式畫布 ................................................................................... 12
2-3-3 SWOT分析理論 ................................................................................ 13
V
2-4 餐飲業創業評估 .......................................................................................... 14
2-4-1 餐飲業創業評估考量 ....................................................................... 14
第參章 研究方法 .................................................................................................. 17
3-1 個案研究法 (Case Study) ........................................................................... 17
3-1-1 個案研究法起源 ............................................................................... 17
3-1-2 個案研究法內容 ............................................................................... 17
3-2 研究流程與架構 .......................................................................................... 18
3-3 研究對象 ...................................................................................................... 19
第肆章 個案分析 .................................................................................................. 21
4-1 個案一獨享鍋店背景 .................................................................................. 21
4-1-1個案餐廳 ............................................................................................ 21
4-1-2個案一營運資料 ................................................................................ 22
4-1-3個案一創業發展過程 ........................................................................ 23
4-1-4個案一餐廳商業模式 ........................................................................ 26
4-2 個案二烏龍麵店背景 .................................................................................. 27
4-2-1個案餐廳 ............................................................................................ 27
4-2-2個案二營運資料 ................................................................................ 28
4-2-3個案二創業發展過程 ........................................................................ 29
4-2-4個案二餐廳商業模式 ........................................................................ 32
4-3 個案三背景 .................................................................................................. 32
4-3-1個案餐廳 ............................................................................................ 33
4-3-2個案三營運資料 ................................................................................ 34
4-3-3個案三創業發展過程 ........................................................................ 34
4-3-4個案三餐廳商業模式 ........................................................................ 37
第伍章 研究結果與發現 ...................................................................................... 38
VI
5-1 個案情境分析 .............................................................................................. 38
5-1-1個案開店評估 .................................................................................... 38
5-2 個案商業模式比較 ...................................................................................... 41
第陸章 結論與建議 .............................................................................................. 43
6-1 確認自己想開店的原因及價值主張 .......................................................... 43
6-2 多方面檢視本身能力、條件 ...................................................................... 43
6-3 了解加盟及自創品牌對於你創業的助力及阻力 ...................................... 44
6-4 創業最大的不變就是狀況一直在變 .......................................................... 44
6-5 創業成功需要時間 ...................................................................................... 44
6-6 研究限制及對後續研究之建議 .................................................................. 45
參考文獻與資料 .......................................................................................................... 46

中文資料與文獻
1. 洪世章(2016)。創新六策。台北市：聯經出版。
2. 林昭慶(2015)。加盟契約中加盟業主之資訊揭露義務研究-以餐飲服務業為例。輔仁大學碩士論文。
3. 張志誠(2016)。搶進美食街，年賺1,000萬。台北市：時報出版。
4. 黃思樺(2018)。火鍋餐廳經營模式之探討 ─以台北市某知名石頭火鍋為例。國立臺北科技大學碩士論文。
5. 賴山水(1990)。加盟連鎖店的行列。台北市：懋聯圖書。
6. 蔡承祐(2012)。加盟者與加盟總部之關係認同探討。國立臺北大學碩士論文。
7. Alexander Osterwalder & Yves Pigneur (2012)。獲利世代(尤傳莉 譯)。台北市：早安財經文化。（原著出版年2010)。
8. Yin K. Robert(2001). 個案研究法（尚榮安 譯)。弘智出版。（原著出版年1994）。
英文資料與文獻
1. Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, 14(4), 532-550.Timmers, P. (1998). Business Models for Electronic Markets. Journal of Electronic Markets
2. Hamel, G. (2001). Leading the revolution: An interview with Gary Hamel. Strategy & Leadership, 29(1), 4-10.
3. Weihrich, H. (1982). The TOWS matrix—A tool for situational analysis. Long range planning, 15(2), 54-66.
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網路資料
1. https://www.moea.gov.tw/mns/dos/ 經濟部統計處網站
2. https://www.1111boss.com.tw/new/franchisee/ 創業加盟網
3. https://www.dgbas.gov.tw/mp.asp?mp=1 行政院主計總處
4. https://www.dgbas.gov.tw/ct.asp?xItem=38933&ctNode=3111&mp=1 中華民國行業標準分類
5. https://www.stat.gov.tw/ 中華民國統計資訊網
6. https://www.fia.gov.tw 財政部資料中心
7. http://web02.mof.gov.tw/njswww/WebProxy.aspx?sys=100&funid=defjspf2 財政部財政統計資料庫
8. https://www.franchise.org/ IFA- International Franchise Association
9. https://zh.wikipedia.org/wiki/商业模式
10. https://www.1111boss.com.tw
11. http://www.ito-en.com.tw/index.html
12. http://www.udon.com.tw/franchise.html
13. https://www.104.com.tw/jobbank/custjob/index.php?r=cust&j=5e60436e564640225a423c1d1d1d1d5f2443a363189j01
14. https://m.591.com.tw/mobile-list.html?version=1&type=ding®ionid=4
15. http://www.gongchadmv.com
16. https://www.uio.no/studier/emner/matnat/ifi/INF5571/v15/timeplan/ar-docs/eisenhardt-1989.pdf
17. http://www.electronicmarkets.org/fileadmin/user_upload/doc/Issues/Volume_08/Issue_02/V08I2_Business_Models_for_Electronic_Markets.pdf
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18. http://www.cognitionnet.com/member/resources/Summaries/Leadership/leading_the_revolution.pdf
19. https://hbr.org/2002/05/why-business-models-matter
20. https://www.facebook.com/pg/一心鍋物料理-1636359053269107/posts/
21. https://www.facebook.com/pages/category/Fondue-Restaurant/16進獨享鍋-2241792932735365/