精品咖啡的發展與經營模式之探究：多重個案的比較

中文摘要近年來台灣在精品咖啡的盛行與咖啡永續發展的議題下，使個性化精品咖啡館快速發展，而連鎖咖啡店在競爭激烈的市場衝擊下，如何創出持續掌握消費者的忠誠與獲利，與因應精品咖啡快速發展經營模式策略。本研究範圍則以北台灣知名精品咖啡連鎖店為例，選擇已具備精品咖啡的代表性業者為分析對象，個案都是在競爭激烈的北台灣咖啡市場發展，且每家都是以現煮咖啡的連鎖方式經營，將透過文獻探討與訪談個案瞭解各家精品咖啡連鎖店的服務態度、產品特性、行銷手法、店面的環境與風格特色、顧客關係式等經營要素，在眾多經營要素中，如何掌握最重要的經營關鍵因素，透過個案之經營模式探討，以有助於未來在精品咖啡產業企業的規劃經營模式上參考依據。本研究經過精品咖啡連鎖業者以進行書面訪談，由服務面、產品面、行銷面、商店風格與顧客關係等面向，來分析討論歸納整理出，經營『服務』策略中著重於內部管理與人力資源方面；經營『產品』策略中著重於生產管理與產品研發方面；經營『行銷』策略中著重於行銷管理方面；經營『商店風格』策略中著重於由設計團隊整體規劃管理；經營『顧客關係』策略中著重於顧客關係管理方面等5種精品咖啡連鎖經營模式，作為未來台灣精品咖啡店經營參考模式。

關鍵字

精品咖啡；咖啡連鎖店；經營模式；專家訪談

並列摘要

Abstract 　　With the prevalence of specialty coffee, the issue of sustainable coffee development and rapid development of personalized specialty coffee in Taiwan in recent years, how can coffee chain stores continue to consolidate customer loyalty and profit and respond to the rapid development of specialty coffee under the fierce market competition. The scope of this study focused on well-known specialty coffee chains in northern Taiwan. The subject of analysis was the representative coffee shops with specialty coffee. Each case has been developed in the highly competitive coffee market in northern Taiwan, and each case has provided freshly browed coffee. This study explored the business elements of each specialty coffee chain, including service attitude, product characteristics, marketing techniques, environment and style of the coffee shop and customer relationship through literature review and case interview, and identified the most important business element. Through the discussion on the cases’ business models, we hope this study can provide reference for the planning and business model of the specialty coffee industry in the future. This study interviewed the specialty coffee chain stores through written questions and analyzed such chain stores through various aspects, including service, products, marketing, store style and customer relationship. This study has found out that the service strategy focuses on internal management and human resources; the product strategy emphasizes production management and product R&D; the marketing strategy centers on marketing management; the store style strategy stresses overall planning and management by the design team; and the customer relationship emphasizes the management of customer relationship. These five types of business models are provided for the specialty coffee stores in Taiwan as a future reference.