台灣餐飲市場蓬勃發展，無論是營業家數或營業額皆呈現成長趨勢。早午餐餐廳也屬於餐飲業，更隨著餐飲業的態勢在近十年內越來越受台灣消費者的歡迎。在如此競爭的市場，如何建構一間受歡迎的早午餐店是本研究將探討的主題。本研究採用聯合分析法，探討台灣消費者在選擇早午餐餐廳時的偏好，同時搭配市場區隔的分析，試圖建構未來行銷方向的新策略。而本研究也為台灣早午餐餐廳相關研究的不足有所努力。

　　研究結果發現，總體受測者在選擇早午餐餐廳時最重視價格，其次是室內設計風格，接著是餐點多樣性、媒體或親友推薦，最後則是餐點健康品質的認證。因此除了重視價格的制訂，在室內設計風格的部分也要有鮮明的主題或特色，例如歐洲鄉村風格等。另外，行銷策略可以根據不同的目標客群特性而調整，例如有食用有機蔬菜習慣的消費者會比較注重餐點健康品質的認證等，借此制定差異化的行銷策略。

Both the number of stores and sales volume in Food and Beverage Services Industry in Taiwan have kept increasing in the past five years, which indicates that the industry is booming. Brunch restaurants are in this industry. Brunch has gained much popularity in recent ten years in Taiwan. We want to know how to build an appealing brunch restaurant in such a competitive industry. In our study, Conjoint Analysis is used to analyze the preference of consumers for brunch restaurants. Further, the analysis of market segmentation can be references for the construction of new marketing strategies. Our study is also a complement to the lack of research regarding brunch restaurants in Taiwan.
The research result reveals that the most important attribute while respondents choosing a brunch restaurant is Price. The second one is Interior Design Style. The third ones are Meal Variety and Reference from Media or Friends. The last one is Certification of Meal Safety Quality. New marketing strategies can be constructed according to analysis result of market segmentation in our study. For example, if a brunch restaurant’s target audience are people who have the habit of eating organic vegetable, certification of meal safety quality will be a big plus.

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