不少老屋因不在文化資產保存法而任其破敗，卻吸引不少民間熱愛老屋的目光，主動出資維護。大部分是夢想創業的年輕族群，對老屋有著創新的想法及懷舊情感，改造過程中，盡量保存原有的面貌結構，留住老屋的靈魂與記憶，賦予新生命，也描繪出經營者未來夢想的藍圖或重拾舊時回憶，不追求商業利益，讓老屋運用自身魅力永續經營，並提供消費者最溫暖放鬆的好所在。

老屋是城市歷史的一部份，可從中窺探曾在其中生活的人之個性、情感脈絡，有許多故事值得體會。而現代化的餐飲空間則帶給消費者美好感受，進而對餐飲品牌產生情感連結，讓消費者主動在社群網路分享美好的氛圍體驗。

本研究選擇以台中知名老屋再生，並成功轉型成餐飲空間經營的品牌為研究對象。主要從品牌行銷、體驗經濟、經營策略等層面進行探索，運用文獻分析法與半結構訪談法進行個案分析並比較差異，企圖從中發現各業者經營模式之間的異同。同時也了解老屋咖啡廳特有的經營模式，連結消費者和經營者喜歡老屋的情感，行銷老屋特有的故事和建築魅力。本研究針對台中五家知名老屋咖啡廳之消費者為研究對象進行單因子變異數分析和皮爾森相關分析，並透過開放式問題收集消費者對店家的建議、特色與對台中老屋發展的意見。

透過訪談內容分析與問卷數據分析，結果發現五家老屋咖啡廳的經營策略與波特(Michael E. Porter)在1980年提出的「定位」與建立「差異化」策略的理念相同，經營者鮮明的個性連帶影響店家風格，消費族群的類型也因此有所差異，須建立明確的店家定位與經營模式，並不斷精進軟體與硬體設備，才能在同業激烈的競爭中嶄露頭角。台中老屋咖啡廳的經營者，營造出不同於其他縣市的經營氛圍，同業串聯合作的方式，同時存在競爭與盟友之和諧關係。

期待藉由本研究對於老屋新生的經營管理策略，提供實際經驗，作為未來有心投入老屋餐飲的學習標竿，從中找出適合自家店的創新經營策略，也冀望透過訪談及問卷喚起更多保存珍貴老屋的意識以及情感。

Although a lot of houses become shabby without the protection of the Cultural Heritage Preservation Act, they catch the eyes of many ancient house lovers, who invest their money to make preservation. Most of them are young investors who start their own businesses for their dreams and have innovative thoughts and retrospective affections. During the rejuvenation process, they aim to make their own best to preserve the original features, retain the souls and memories, and rejuvenate the new characteristics. Also, they sketch their blueprints for their future dreams or pick up their great old memories. Instead of pursuing commercial benefits, those investors make sustainable use of the charisma from the ancient houses in operation and provide the warmest and most relaxed places for customers.

As a part of the history in the city, people can observe the characteristics and emotional contexts from the ancient houses, which are abound of many stories to experience. Furthermore, modern catering spaces can bring the wonderful feelings towards the customers, and then make emotional connections to the brands, and that makes the customers share the great atmosphere and experiences on the social websites actively.

The subjects of the research are the successful brands of catering spaces that are rejuvenated from the ancient houses. Also, the study is explored from the aspects of the brand marketing, experiencing economics, and operation strategies, etc, and the techniques of the document analysis and semi-structural interview survey to make case analysis and compare differences in order to find out the similarities and dissimilarities from different operators. In the meanwhile, the aim of the research is to understand the unique operation of the ancient house cafeterias, connect the affections towards the ancient houses from the customers and managers, and sell the unique charm of the stories and buildings. Thus, the cases are analyzed with the techniques of the random effect ANOVA and the 和Pearson product-moment correlation coefficient，and the suggestions and comments of the businesses, features, and the ancient house development from the customers are generated through the open questions.

According to the content analysis and the case data analysis from the interview, the strategies of 5 ancient house cafeterias are the same as the theory of ‘orientation’ and the building ‘differentiated’ strategies proposed by Michael E.Porter in 1980. The specific features of the operators affect the running style, and the groups of the customers are differentiated. Therefore, the orientation and the operation must be specifically established, and the software and the hardware must be consistently renovated so as to stand out conspicuously in the competitive field. The operators of the ancient house cafeteria in Taichung construct the running atmosphere unlike other counties. It is the cooperation that exists the peaceful relation between the foes and the allies.

The study is aimed to provide practical experiences towards the management strategies about the ancient house rejuvenation in order that becomes the learning model of the catering spaces of the ancient houses, finds out the innovative operation strategies suited for their own businesses, and raises more cherished awareness and emotions of the ancient houses through interviews and questionnaires.