出版社選題策劃之個案分析─以寵物餐廳書系為例

NHUIR > College of Management > Department of Cultural & Creative Enterprise Management > Disserations and Theses(Cultural & Creative Enterprise Management) > Item 987654321/28604

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Title:	出版社選題策劃之個案分析─以寵物餐廳書系為例
Other Titles:	Case Analysis of Marketing Planning in Publishing House: A Case Study of Book Series of Pet Restaurant
Authors:	廖珮筠 LIAO, PEI-YUN
Contributors:	文化創意事業管理學系黃昱凱;黃芳琪 HUANG, YU-KAI;HUANG, FANG-CHI
Keywords:	主題餐廳;層級架構分析;選題策劃;出版 theme restaurant;hierarchical structure analysis;topic selection planning;publishing house
Date:	2021
Issue Date:	2022-08-09 10:37:19 (UTC+8)
Abstract:	近年來寵物的議題備受關注，不管是在寵物商品、醫院、美容SPA、週邊商品..等等，其中對於出版社而言，提供寵物相關的選題策劃就變成一個很重要的課題，本研究主要是以寵物的議題為出發，探討喜歡寵物的人去寵物餐廳所關心以及影響的因素。寵物在人們眼中的地位跟從前大不相同，甚至把寵物已經視為如家人一般，一起用餐、一起娛樂，更在日常與寵物形影不離，甚至跟洋娃娃一樣要打扮美美的，人們對於對於追求生活的品質以及消費型態逐漸改變，在許多週遭消費選擇也多了很多，像是餐廳不僅僅重視的只有菜色美不美味，包括餐廳主題、裝潢擺設以及多元特色，引來很多寵物的商機及議題。本論文研究以浪浪別哭和小春日和動物雜貨· 珈琲兩家寵物餐廳為分析案例，透過建構層級架構分析去探討影響出版社進行寵物相關議題的要因。由四個構面去做分析，分別是環境構面、餐點構面、人員構面以及特色構面，各構面分別有三項評估準則，加總共為十二項。　　最後根據本研究的結果，可以提供寵物餐廳與出版社做選題策劃的重要參考依據，會建議多聚焦在(B2)餐飲的衛生及食材新鮮度、(A1)環境清潔衛生、(C2)服務人員對待消費者的服務精神與解說能力，以上三項為整體評估前三項重要的準則。除了出版的領域之外，文創相關的應用很多都是以主題餐廳呈現，所以主題餐廳成為新型的類型。　　In recent years, the topic of pets has attracted much attention, whether it is in pet products, hospitals, beauty spas, peripheral products, etc., for publishers, providing pet-related topic selection planning has become a very important topic. The research is mainly based on the topic of pets, and explores the concerns and influencing factors of people who like pets when they go to pet restaurants. The status of pets in people's eyes is very different from before. They have even regarded pets as family members, dining and entertaining together, and inseparable from pets in daily life. They even have to dress up like dolls. People are very concerned about the pursuit of life. The quality and consumption patterns are gradually changing, and there are many more consumer choices in many surroundings. For example, restaurants not only focus on the beauty of the dishes, including restaurant themes, decorations, and diversified characteristics, attracting many business opportunities and issues for pets.　　This thesis studies the two pet restaurants of Langlang Do not cry and Xiaochunri and Animal Grocery·Jiayan as analysis cases, and through the construction of hierarchical structure analysis to explore the main factors that influence the pet-related issues of the publishing house. The analysis is made from four dimensions, namely the environmental dimension, the meal dimension, the personnel dimension, and the characteristic dimension. Each dimension has three evaluation criteria, plus a total of twelve.　　Finally, based on the results of this research, it can provide an important reference basis for pet restaurants and publishing houses for topic selection planning. It is recommended to focus more on (B2) catering hygiene and freshness of ingredients, (A1) environmental sanitation, (C2) service The service spirit and interpretive ability of the staff to consumers, the above three items are the first three important criteria for the overall evaluation. In addition to the publishing field, many cultural and creative related applications are presented in themed restaurants, so themed restaurants have become a new type.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Cultural & Creative Enterprise Management)

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