中小型烘焙業經營管理策略之研究－－以TOP烘培房為例

The Study on Business Management Strategies in Small and Medium Baking Industry – A Case Study of TOP Bakery in Hualien County

烘焙業因為進入障礙低，是高度競爭的零散型產業，其經營管理的績效與服務品質成為創造企業競爭優勢的關鍵，因此本研究選定花蓮縣烘焙業領導品牌「TOP 烘培房」探討現有經營困境進而制訂合適的經營策略、並開拓潛在的市場以擴大經營規模，為本研究所欲探討的重點。本文的研究方法以文獻分析和深度訪談方式先就個案的營運現況與經營成果做分析與診斷，探討個案的內外部環境分析優勢、劣勢、機會、威脅，發展出SWOT分析，再進行經營策略的檢討與建議 。此外本文進一步研究該企業如何結合內部資源及策略運用，以創造競爭優勢而持續站穩花蓮縣烘焙業領先地位，希望這研究能提供眾多面臨經營困境之中小型烘焙業者參考，期使它們能因應變化的經營環境，突破經營困境確保企業的永續經營與成長！

Bakeries are highly competitive fragmented industries, the performance of its management and service quality are the key to create competitive advantages. Hence, this study selects the leading bakery brand ' Top Bakery ' to explore the existing operating difficulties and then develop appropriate business management strategies, and moreover explore prospective markets in order to expand business scales. The research methods employed include literature analysis and in-depth interviews to analyze and diagnose the case’s current operation status and its managing results. Meanwhile, the study is to explore the advantages, weaknesses, opportunities and threats of the case, developing a SWOT analysis, and then to conclude business management strategies. In addition, the research investigates how to combine internal resources and strategies in order to create competitive advantages and keep sustainable leading bakery in Hualien. Hopefully, this research provides a reference point for guiding the rest of struggling baking industry.