A New Positioning Strategy Driven by The Green Business of Eco-Friendly Restaurant Operators

Abstract

This research aims to 1) Study the situation, Problems, and obstacles of environmentally friendly restaurant operators. 2) To analyze ways to promote new positioning strategies driven by the green business of environmentally friendly restaurant operators. 3) To present guidelines. Promote new green business-driven positioning strategies of eco-friendly restaurant operators. Step 1 used qualitative research techniques by conducting in-depth interviews with 20 restaurant operators. Step 2 used EDFR prospective research techniques by interviewing seventeen experts and conducting questionnaires. 3 Discussions to enhance wisdom with experts from relevant groups Strategy setting group Supporting role group Beneficiary and academic groups. The research results found that 1) Conditions of green business operations of environmentally friendly restaurant operators found that climate change problems, PM 2.5 dust problems, natural disasters, and the emergence of new infectious diseases have an impact. The behavior of people in society has changed. Make consumption behavior more conscious of health 2) Guidelines for promoting new positioning strategies driven by green business of environmentally friendly restaurant operators, 55 strategies, divided into 19 proactive strategies (SO), 13 reactive strategies (WT). Strategies: 12 preventive strategies (ST) and 11 situation-solving strategies (WO), each of which can be divided into different areas, including competitor analysis, Consumer behavior, image, communication, and marketing mix. 3) Presentation of guidelines for promoting new green business-driven positioning strategies of environmentally friendly restaurant operators. Entrepreneurs may analyze competitors to find opportunities to gain competitive advantage and survey customer needs,  mainly  target customer groups. After the outbreak of the coronaviruses disease 2019, entrepreneurs must adapt to suit changes in consumer behavior. Entrepreneurs may emphasize the image of being a green business that is friendly to the environment. and creating cooperation among restaurant operators that are environmentally friendly to create business cooperation.