An Exploratory Research on Business Models of Taiwan Baking Industry- Cases of Retail Bakeries in Kaohsiung City

Abstract

This study explored the business model of Taiwan baking industry Our interview guide was base on “Business Model Canvas” including nine elements: value propositions customer segments channels customer relationships key resources key activities key partnerships revenue streams cost structure which conducted by Osterwalder in 2010 The researcher selected four enterprises of retail bakeries which established more than three years and face to face interview with their entrepreneur or entrepreneur’s family The researcher consolidated interview data tried to find long-term sustainable profitable business models and provided feasible operation strategy advices According to the results business models of retail bakeries can be divided by product types into two parts: (1) Specialty store of bakery products (2) Compound restaurant of bakery products and brunch This study gave practical strategies for two types of retail bakeries: (1)Specialty store of bakery products: This study recommended it to focus on selling product value rather than product features and make use of social network resources for marketing activities (2)Compound restaurant of bakery products and brunch: This study recommended it to design and develop special products to increase brand visibilities and strengthen relationship between customer and enterprise to increase customer stickiness

Date of Award	2020
Original language	English
Supervisor	Yu-Lin Wang (Supervisor)