便利商店現煮咖啡銷售之研究

A Study on the Sales of Freshly Brewed Coffee at Convenience Stores

彭舒慧(Shu-hui Peng)

指導教授 ： 劉錦龍

國立中央大學/管理學院/產業經濟研究所碩士在職專班/碩士(2014年)

摘要

2007年便利商店跨界經營現煮咖啡市場，加速咖啡文化的流行，便利商店具備廣大的通路據點及營業24小時的便利性，目前是全台最大的連鎖咖啡業者，台灣咖啡市場規模高達600億元，從精品咖啡的星巴克咖啡館、平價連鎖的85度C咖啡店、緊鄰生活圈的便利商店，消費者購買咖啡的據點至少萬家，咖啡市場的競爭越趨白熱化，咖啡型態的多元化讓消費者的選擇更多樣，業者為提高獲利在行銷手法及商品開發上積極突破，首要即是要了解消費者對現煮咖啡的需求，以往文獻多用問卷方式統計出消費者對現煮咖啡的購買及決策考量，本研究則以北部某家便利商店的特定商圈範圍內的店舖現煮咖啡銷售進行回歸分析，因店鋪間具有相同的咖啡品質、相同的價格與促銷活動，因此在樣本選擇上已排除咖啡本身及價格差異的因素，在分析方法上建立各店家咖啡銷售模型，利用回歸統計最小平方法進行估計，探討影響咖啡銷售的變數，分析溫度變化、商圈特性、促銷活動對咖啡銷售所產生的影響。
實證結果顯示溫度的上升對熱咖啡的銷售有顯著減少，對冰咖啡的銷售增加，整體而言隨著溫度上升，咖啡的總銷售是減少；本研究的統計資料也顯示拿鐵咖啡的銷售較佳，是美式咖啡的2倍以上；選擇在便利商店購買咖啡的消費者，對價格有敏感度，價格促銷對咖啡銷售數的提升有顯著影響，集點活動無正面顯著影響；商業區及辦公商圈的咖啡銷售較佳，顯示咖啡的消費族群仍以上班族為多。
價格促銷對現煮咖啡的銷售有顯著的正向提升，顯示價格對消費者的影響，不過價格競爭無法持久，不僅壓縮業者本身的獲利空間，且折扣戰容易陷入不良循環，建議業者由咖啡本質提升、情境塑造、主題式行銷手段創造話題，開發潛在的消費者。

關鍵字

便利商店 ； 連鎖咖啡店 ； 跨界經營 ； 商圈特性 ； 溫度變化

並列摘要

Convenience store crossovers brewed coffee market in 2007, accelerating the popular coffee culture, with the majority of the convenience store channel presence and operating a 24-hour convenience, as currently Taiwan's largest chain of coffee industry. Taiwan's coffee market sizes up to 60 billion NT dollars, from specialty coffee Starbucks coffee shop, 85 degrees chain coffee shop, to convenience store adjacent to the living area. A stronghold of coffee consumers are at least ten thousand, increasingly intense competition in the coffee market. Types of coffee are more diverse, and the industry is eager to improve profitability on a positive breakthrough in product development and marketing strategies in order to understand consumers’ demand for coffee. Previous literatures on multi questionnaire statistics show demand and the consideraion for consumers to buy. This study retrieves coffee sales data from September 1, 2013 to March 31, 2014. Since the coffee shops in northern have the same quality, same price and promotional activities, and therefore they have been excluded factors coffee itself and the difference in sample selection. Based on the analysis of Ge Dianjia coffee sales model, this study uses least squares regression to estimate, the effect of coffee sales. We analyze temperature changes, district characteristics, promotional activities on the impact of the sale of coffee.
The empirical results show a rise in temperature of hot coffee sales have significantly reduced the increase in sales of iced coffee, on the whole , as the temperature rises, the total sales of coffee is reduced; statistics of the study also showed that sales over the latte coffee, is more than 2 times American coffee. When the consumers choose to buy coffee at a convenience store, price sensitivity, price promotions have a significant impact on enhancing coffee sales numbers, set point activity without significant positive impact. There are better coffee sales in the commercial and office district, and that is to say, consumer groups still display the coffee workers as much.
Price promotions on freshly brewed coffee sales have significant positive effects, shows the impact on consumer prices. However, price competition of the brewed coffee cannot be sustained, not only the industry itself compressed profit margins, but also the discount war of all of the industries are vulnerable to poor circulation. We recommended that the coffee industry can provide potential consumer by enhancing the coffee of the nature, modeling the situation of the store, and themed marketing tools to create topics.

並列關鍵字

convenience store ； coffee shop chain ； cross-border operations ； district characteristics ； temperature changes

參考文獻

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