臺灣都會區咖啡品牌區隔研究－以星巴克與城市咖啡為例

The Segmentation of Coffee Brands in Metropolitan Areas in Taiwan, Starbucks and City Cafe as Examples

霍鵬程(Peng-Cheng Ho)

《設計研究學報》 7期 (2014/07) Pp. 4-21

摘要

1998年美國星巴克咖啡國際有限公司與臺灣統一企業股份有限公司、統一超商股份有限公司，在臺灣合資成立統一星巴克股份有限公司。2004年統一超商以較低價位推出自有品牌城市咖啡，開啟便利店行銷現煮咖啡模式。研究目的在釐清統一超商藉著已經擁有的有利條件，在激烈兢爭的咖啡飲料市場，如何完成品牌區隔行銷模式。研究方法首先針對都會區咖啡消費群之喝咖啡動機、購買方式，做初步問卷調查與討論，發現每天喝一杯以上的咖啡嗜好者，大多有一定的消費行為模式，再針對主要消費羣做全面性的問卷調查與訪談。研究發現統一星巴克與城市咖啡市場佔有率居高的原因，在於面對變化多端的咖啡飲料市場，立即反應在行銷模式之上。

關鍵字

統一星巴克 ； 統一超商 ； 城市咖啡 ； 品牌區隔

並列摘要

In 1998, U.S.-based Starbucks Coffee International, Taiwan Uni-President Enterprise Corp., and President Chain Store Corp (PCSC) formed a joint venture to establish Uni-President Starbucks Coffee Corp. in Taiwan. In 2004, PCSC launched its own affordable brand, City Cafe, which turned over a new leaf for brewed coffee modes used in marketing through convenience stores. The purpose of this study was to clarify how the PCSC completed brand segmentation marketing modes in the fiercely competitive coffee beverage market through its existing favorable conditions. As for research methods, the coffee consumption motives and purchase modes of coffee consumers in metropolitan areas were targeted to conduct preliminary surveys and discussions. It was found that coffee lovers that had more than one cup of coffee displayed certain consumer behavioral patterns. In addition, the main consumer groups were included in the comprehensive questionnaire surveys and discussions. The results show the reason for the high market shares of Uni-president Starbucks Coffee Corp. and City Cafe is that Uni-president Starbucks Coffee Corp. and PCSC take immediate responses based on market survey results.

並列關鍵字

Uni-President Starbucks ； Uni-President ； City Café ； brand segmentation

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