- 學位論文
產業創新研究~以瑞幸咖啡為例
Industrial Innovation Research Take Luckin Coffee as an example
摘要
本研究主要探討創新與創業產業的理論基礎應用及所展現的特殊商業現象。採取個案研究的方式進行，以中國最大的咖啡連鎖企業～瑞幸咖啡為探求，其主要代表了中國電子商業公司發展的現況與行動通訊網路普及後所產生的社群力量，進一步的影響了傳統零售業的商業模式，輔以資本市場的力量，使得消費者補貼更容易完成，產生行銷裂變。因為創業與創新不僅在科技產業可以適用，也期望在本研究中找到傳統的商業模式同時可以使用創新思維所帶來的新消費模式。再者，也希望能夠在研究過程中，找到新的論證，為創業與創新業者提供一些方向。 本文先以分析中國咖啡市場特徵與拆解瑞幸咖啡的商業模式為起點，探討模式中的價值主張地圖及商業模式九宮格的樣貌，勾勒出營業的方向及採行的方式。破壞性創新理論適用於該公司採行的低價策略，並且做出與競爭者的區隔商業模式，注重使用網路時代的消費特徴，逐步的影響消費者習慣。資本運作為新創公司必須學習的技巧，本文也就其內容解析對於企業的重要性及可能帶來的負面效應。此外，以電商為主要載體的行銷策略亦不同於傳統的發展模式，著重於流量的運用及裂變，進而發展出屬於企業的流量池，期望能無限循環的使用。 本研究提出第三層商業模式供新創業者參考，並以創新產業的第三跑道為概念論述在發展過程中的特徴與面臨的問題；最後以該公司失敗的商業行為兼論經營者誠信為最重要的基石，所有的成功都有道德面的意涵存在。
並列摘要
This research mainly discusses the theoretical foundation applications of industrial innovation and the special business phenomena they exhibit. Take the method of case study, the Chinese largest coffee chain company- Lockin Coffee as an example, which mainly represents the current status of the development of Chinese electronic business model and the community power generated by the popularization of mobile communication networks, which further affects the traditional business model of the retail industry, supplemented by using capital market, makes it easier to complete consumer subsidies, resulting in marketing fission. Because entrepreneurship and innovation are not only applicable in the science and technology industry, but it is also expected that traditional business models can be found in this research and new consumption models brought about by innovative thinking can also be used. Furthermore, I hope to find new arguments in the research process to provide some directions for entrepreneurs and innovation businesses. This article starts with analyzing the characteristics of the Chinese coffee market and dismantling the business model of Luckin Coffee, discussing the value proposition map in the model and the appearance of the business model canvas(BMC), and outlines the direction of business and the way it is adopted. The theory of disruptive innovation applies to the company’s low-price strategy and a business model that differentiates it from competitors, focusing on the use of consumer characteristics in the Internet age, and gradually affecting consumer habits. Capital operation is a selection skill that a new startup company must learn.This article also analyzes its importance to the enterprise and its possible negative effects. In addition, the marketing strategy based on e-commerce as the main carrier is also different from the traditional development model. It focuses on the use and fission of traffic on internet, and then develops a internet traffic pool belonging to the enterprise, which is expected to be used in an infinite cycle. This research proposes the third-tier business model for new entrepreneurs to refer to, and uses the concept of the third runway of the innovative industry to discuss the characteristics and problems in the development process; finally, the company’s failed business behaviors and the integrity of the operators are discussed. The most important cornerstone, all success has moral implications.