A Study on the Factors of Successful Operation in Local Special Restaurants—A Case Study of Kindou Restaurant in Puli

[[abstract]]With the evolution of social changes, dining-out has become the life style for Taiwanese now. Since the government allowed the tourists from Mainland China to visit Taiwan for sightseeing on July, 18th, 2008, the tourists coming to this county has increased sharply from 1, 261, 785 in 2010 to 3, 004, 951 in 2011. Plus the factors like the National Highway 6 that was open to traffic on March 21st, 2009, and official operation of Ropeway in Sun and Moon Lake, all these bring more sightseeing crowds and business opportunities for Puli, which is a small scenic spot with so many restaurants. However, only the local special restaurants can attract the residents and tourists to dine.Through the participative observation method and in-depth interview method of qualitative research, and the comparative analysis by the literature analysis method, this study is going to learn the factors and the competitive advantages valued by the cases during the operation process, and explore the key successful factors of the specialty restaurants that mainly promote the local specialties.It summarizes three analysis dimensions from the data obtained from the interview, namely, entrepreneurship, operation pattern and positioning strategy. It is found after the analysis that the Kindou Restaurant shows great difference from other competitors, which results in the market segmentation naturally to share the market. It also demonstrates that the operators of the local special restaurants need to possess entrepreneurship and innovative operation pattern, strengthen and apply it to respond to the constant environmental changes, so as to obtain the competitive advantages of sustainable operation