天罎新飲食文化／經營者創造力四P之探討

Abstract

創意餐廳在臺灣已蔚為一股風潮，從食材選擇、菜色呈現、器皿挑選，在在皆圍繞著創意打轉，然而餐廳在全力堆砌創意氛圍，吸引消費者上門嚐鮮之際，卻鮮少注意到於滿足客入口腹之慾同時，開餐廳某種程度也肩負著守護客人健康的神聖使命。本研究旨在深入探討天罎新飲食文化/經營者，從創造力四P探討其過去、現在及未來發展脈絡。 深度訪談為本研究主要的研究方法，研究參與對象有三位，兩位是經營天罎新飲食文化的經營者，另一位則是以老客人角度近距離觀察天罎新飲食文化及其經營者，本文分別從「人格特質」、「經營階段歷程」、「產品創造」及「環境影響」等四個面向探討之。本研究主要發現如下： 在個人特質方面：一、創造性的人格特質成就事業；二、使命感驅使企業邁大步向前走；三、生命價值在服務十方。在經營階段歷程表現方面：一、掌握核心理念串起系列創意；二、外界需求刻畫經營階段歷程。在產品呈現方面：一、戰國炊具二千五百年後意外爆紅；二、專業見解賦予「新飲食文化」新生命。在環境條件方面：一、順勢而為化阻為助；二、創新符合現實需求；三、認同老祖宗文化、緊抓傳承脈動。接續針對研究發現提出相關建議。

A study on 4P- creativity of Tain-tan New Food Culture, the perspective of enterpriser

Huang tsuei-chuan Graduate Institute of Creativity development National Taiwan Normal University

ABSTRACT

This study is focus on〝4P- creativity of Tain-tan New Food Culture, the perspective of enterpriser〞.Creativity restaurant, a new-life-style in Taiwan, has derived with various interesting images such as food, material selection, menu and dishes design…,etc. A successful and popular restaurant can make good business and help guests understand how to improve a better health. In order to realize this concept of creativity, the study is qualitative, using case study with in-depth interview with the owner, the manager and a long-interactive guest. The aim of the study is through examining the collected data to analyze the 4P creativity of model in Tain-tan’s enterpriser on new food culture, which included person, process, product and place. The discoveries of this study are as follows: First, Creativity is derived from the personality of enterprise owner--value is to serving the public. Second, the creativity is tracked through historical experience and the consumer benefit to create their demand. Third, using creative concept and professional ideas give the creative product a new direction. Fourth, the key of creative lies on leading people to choose something fitting themselves and surpass the limitation. And according the discoveries gives some suggestions.