近年來，台灣餐飲市場競爭日益激烈，消費者選擇多元，產品同質化現象明顯。對中小型餐飲品牌而言，若僅依賴價格競爭或單一產品特色，往往難以建立長期競爭優勢。因此，如何透過策略行銷降低顧客購買過程中的決策成本與不確定感，已成為重要經營課題。阿玉水餃為台北具代表性之手工水餃品牌，長期維持良好口碑與穩定客群，具備研究價值。

本研究旨在探討阿玉水餃如何透過策略行銷建立競爭優勢，並以巫立宇、邱志聖 (2021)提出之交易成本4C模型作為分析架構，從外顯單位效益成本、資訊搜尋成本、道德危機成本及專屬陷入成本四個面向，分析其經營策略。本研究採個案研究法，透過公開資料蒐集、次級資料分析及產業觀察進行研究。

研究結果發現，阿玉水餃透過產品品質、份量與合理價格提升顧客價值感（C1）；透過口碑與品牌知名度降低資訊搜尋成本（C2）；透過穩定品質與長期經營建立顧客信任（C3）；並透過口味習慣，提高顧客回購意願與品牌黏著度（C4）。

綜合而言，阿玉水餃之成功並非來自大規模展店或高額廣告，而是透過長期穩定經營與降低顧客交易成本，逐步建立市場競爭優勢。本研究結果可作為中小型餐飲品牌在策略行銷與品牌經營上的參考。

In recent years, Taiwan’s food and beverage market has become increasingly competitive, with diversified consumer choices and growing product homogeneity. For small and medium-sized restaurant brands, relying solely on price competition or a single product feature is often insufficient to establish long-term competitive advantages. Therefore, how to reduce customers’ decision-making costs and uncertainty through strategic marketing has become an important managerial issue. A-Yu Dumpling, a representative handmade dumpling brand in Taipei, has maintained a strong reputation and stable customer base over time, making it a valuable research case.

The purpose of this study is to examine how A-Yu Dumpling builds competitive advantages through strategic marketing. Wu, L.-Y., & Chiu, C.-S. (2021) 4C Transaction Cost Model is adopted as the analytical framework, including Explicit Unit Benefit Cost, Information Search Cost, Moral Hazard Cost, and Asset Specificity Lock-in Cost.
This study adopts a case study approach through public data collection, secondary data analysis, and industry observation.

The findings indicate that A-Yu Dumpling enhances customer value perception through product quality (C1) , portion size, and reasonable pricing; reduces information search costs through word-of-mouth reputation and brand awareness (C2) ; builds customer trust through consistent quality and long-term operations (C3) ; and increases repurchase intention and brand loyalty through taste familiarity, purchase convenience, and integration into daily consumption habits (C4).

Overall, the success of A-Yu Dumpling does not rely on rapid expansion or heavy advertising investment, but on long-term stable operations and effective reduction of customer transaction costs, thereby gradually establishing market competitiveness. The results of this study may serve as a reference for small and medium-sized restaurant brands in strategic marketing and brand management.

壹、 中文參考文獻

（一） 書籍
巫立宇、邱志聖 (2021)。銷售與顧客關係管理第二版。台北市：新陸書局。

（二） 網際網路
阿玉水餃https://www.a-yu.tw/ 最後瀏覽日 2026年5月1日

貳、 英文參考文獻

（一） Journals
Porter, M. E. (1979). The structure within industries and companies' performance. The review of economics and statistics, 214-227.