咖啡業者之服務化個案研究－以日月星舞咖啡為例

近年來，國內服務產業在市場中蓬勃發展，不管民宿飯店或是咖啡飲品其數量不減反增，導致各家品牌在市場的兢爭中更加劇烈，透過各種不同行銷策略及手法吸引消費族群之注意。而服務的崛起也使以產品為導向的咖啡產業必須透過服務化的方式增加市場競爭能力。因此，本研究為了解服務化對服務產業之影響狀況及成效，並嘗試以質性研究之個案研究法，了解服務化於咖啡產業中之應用與影響進行分析與探討。本研究採用訪談法進行個案研究，研究對象為位於南投魚池鄉之日月星舞，透過訪談結果之分析與研究探討日月星舞創辦人－沈詠為，如何從完全不了解咖啡到成為咖啡達人之過程，藉由提升咖啡品質之方式在競賽中大放異彩，此舉並使日月星舞咖啡被選為國宴咖啡代表。後期藉由於各公所及學校開立咖啡課程服務使更多人與日月星舞接觸。藉由行銷策略STP及行銷組合4Ps對日月星舞進行分析之結果發現，日月星舞於後期已經慢慢出現服務化之跡象，初期日月星舞都以咖啡產品進行品質及知名度之提升，後期則透過教授咖啡知識及技術之服務，使消費族群轉為對咖啡種植及產業有興趣的人們，藉此可得知服務化對服務產業之影響具正向效果。

關鍵字

服務化；咖啡產業； STP理論；行銷組合；個案

並列摘要

In recent years, the domestic service industry has flourished in the market. The number of coffee shops has increased marking the coffee industry a high fierce market. Coffee shops require attracting the attentions of consumer by various marketing strategies. The rise of services has also enabled product-oriented industries to slowly increase market competitiveness through service-based methods. If service-based services can also be applied to the service industry, can they have a similar impact? Therefore, this study aim to understand the impact and effect of service on the service industry, and try to analyze and discuss the application and impact of service in the coffee industry with a qualitative case study method. This study uses interviews to conduct case studies. The research object is the Sun Moon Dance in Yuchi Township, Nantou. Through the analysis and research of the interview results, we discussed Shen, Young-wei, the founder of Coffeeshen, who is a high professional barista. The process of reaching people, which was greatly improved in the competition by improving the quality of coffee, and Coffeeshen was selected as the representative of the national banquet barista. Later, due to the establishment of coffee courses in various public offices and schools, more people and the Coffeeshen contact. Through the analysis of the marketing strategy STP and the marketing combination 4Ps, the results of the analysis of the Coffeeshen have found that the Coffeeshen has gradually shown signs of service in the later period. In the early days, the Coffeeshen used the coffee products to improve the quality and popularity. In the later period, through the service of sharing coffee knowledge and technology, the consumer groups will be converted into people who are interested in coffee planting and industry, so as to know that the impact of service on the service industry has a positive effect.