由於餐飲品牌發展瞬息萬變，且互相間競爭激烈，因此常面臨定價策略與服務品質的決策選擇問題。餐飲公司在營運管理中常面臨產品定價高低、服務品質優劣等因素之影響，必須將售價精準擬定，以獲得消費者的青睞因此。本研究之目的期能探討餐飲管理的二大因素，定價策略與服務品質之變化，並加入競爭者的動態，以作為營運決策參考。
本研究建議迴轉壽司品牌事業，進行策略擬定時，需更深入的策略思考與動態策略架構。同時，餐飲品牌決策管理者在進行決策擬定時，需將定價策略、服務品質搭配完整配套措施及綜合性考量外，並須加入動態競爭的觀念，將競爭者的策略變化一併考慮，以降低決策錯誤風險、提高決策品質。
Due to the rapid changes and fierce competition, pricing strategy and service quality have been critical business challenges. The selling price must be accurately formulated to satisfy the consumers’ preference. Service innovation is the other factor helping firms to establish competitive advantages and overcome bottlenecks in the dynamic competition. This study aims to develop a dynamic competition model for Sushi chain store-based oligopolistic market. Pricing strategies and the service innovation as well as consumers’ perceived values have been considered for investigation. Real world case studies were conducted to perform scenario planning and sensitivity analysis with proposed strategic architecture in this research.
Sixteen strategy combinations and seven types of dynamic competition have been identified. The results suggest that the business of the sushi brand should invite comprehensive thinking such dynamic competition and strategic architecture while making business strategies. Except the consideration of pricing strategy and service quality, managers of Sushi brand chain stores could benefit from utilizing a strategic architecture and scenario planning. By way of considering the competitor's strategies in a dynamic context, the quality of decision making could be improved with reduced business risks.
