- 會議論文
在地連鎖咖啡品牌形象之初探－以路易莎咖啡為例
A Pilot Study on the Brand images of the Local Chain Coffee - The Case of Louisa Coffee
摘要
本研究以近期快速展店的後起之秀路易莎咖啡為例，探究顧客對在地連鎖咖啡品牌形象之看法為何，採用個案研究法進行調查。透過文獻及相關資料蒐集初步了解路易莎咖啡之發展及經營理念，深度訪談法將以半結構式訪談，訪談對象為新北市板橋區及雲林縣斗六市九位受訪者，以了解消費者的品牌印象。根據研究結果發現，路易莎咖啡有直營與加盟店，故產品品質不一致可能使企業品牌形象受影響；新北市板橋區訪談者部分認為服務態度有改進空間，反之雲林縣斗六區受訪者皆能接受；品牌訊息視為消費者與企業之重要媒介，品牌商標在白天情形足夠清晰辨認，但以橘色、黑色調為主要色系的路易莎咖啡，夜晚卻容易有看不清楚的問題點。
並列摘要
The study explores customers' the brand images thinking about local chain coffee Louisa Coffee. Use case study to investigate that through literature and relevant information collecting preliminary on Louisa Coffee develop and business philosophy. Use in-depth interview on semi-structured interview. The study object total of nine respondents at Banqiao and Douliu . According to finding , Louisa Coffee has direct sales and franchised stores that product quality inconsistent maybe effect corporate image. Part of Banqiao interviewers thought service attitude be improved. Instead, Douliu can accept. Brand message regard as medium for customers and corporate. Louisa Coffee logo color system about orange and black make it difficult to see clearly at night.