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題 名 | 拓展臺鐵便當銷售之經營策略=The Managing Strategies of Expanding the Market of "TRA Meal Box" |
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作 者 | 李坤光; | 書刊名 | 軌道經營與管理 |
卷 期 | 8 2010.12[民99.12] |
頁 次 | 頁24-37 |
分類號 | 557.21 |
關鍵詞 | 臺鐵便當; 價值工程; 經營策略; TRA meal box; Research and analysis of value engineering; managing strategies; |
語 文 | 中文(Chinese) |
中文摘要 | 臺鐵便當由臺鐵局餐旅服務總所所屬臺北、臺中、高雄等3個鐵路餐廳及車勤服務部、車勤花蓮分 部等2個餐務室負責製供,臺鐵便當從早期僅在列車上銷售到目前積極拓展外訂、外送業務,近4 年來銷售迭有成長。2009年度年銷售量為372萬餘份,年營業額24,538萬餘元;2010年度目標年銷 售量為410萬餘份,年營業額27,000萬餘元。 為拓展「臺鐵便當」銷售業績,該總所業務主管人員藉由價值工程研析手法,將「客製化」、 「商標註冊或專業機構認證」、「採用具有質感之外包裝」、「80元」、「增設外賣及提供外送 服務」之組合列為現階段最優之經營策略。推動結果證明,臺鐵便當在餐盒市場仍具有競爭之利 基,日後當隨著環境的變化找出可行之經營策略,以拓展臺鐵便當商機。 |
英文摘要 | "TRA Meal Box" is made and supplied by three railway restaurants (including Taipei, Taichung, Kaohsiung) and two dining service offi ces (including On-Train Passengers Service Section, On-Train Passengers Service Section Hualien Branch) of Department of Catering Service of TRA. "TRA Meal Box" has progressed from merely being sold on the train to also being provided through consumers making reservations in advance or delivering service, leading to increasing sales over the last four years. The annual sales volume of "TRA Meal Box" in 2009 is over 3,720,000 with a value that exceeds 245,380,000 NT dollars. The target annual sales volume of "TRA Meal Box" in 2010 is over 4,100,000 with a value that exceeds 245,380,000 NT dollars. To expand up sales of "TRA Meal Box", a group of executives of Department of Catering Service lists "Customization", "Registration of Trademark or Certification of Professional Institution", "Adoption of sophisticated Box", "80 NT dollars", "Provision of Consumers Reservation In Advance and Delivering Service" as the best managing strategies for the present stage by means of Research and Analysis of Value Engineering. The action result proves that "TRA Meal Box" is still competitive within its niche in the meal box market. "TRA Meal Box" will fi nd feasible managing strategies to adapt to in changing surroundings and expand its commercial opportunities. |
本系統中英文摘要資訊取自各篇刊載內容。