台灣「貓咪咖啡店」的行銷戰略－兼論日本「貓咪咖啡店」的發展與現況－

A study of Taiwan's "Cat Cafe" Marketing Strategies-Considering the Development and Current Situation of Japan's "Cat Cafe"- 台湾の「猫カフェ」のマーケティング戦略についてー日本の「猫カフェ」の発展と現状を兼論するー

劉雅婷(LIU YA TING)

指導教授 ： 黎立仁

國立臺中科技大學/語文學院/應用日語系日本市場暨商務策略碩士班/碩士(2022年)

摘要

近年，因寵物飼養數逐漸上升，寵物關聯市場也日漸繁榮，1998年在台灣台北開了被稱為是世界第一間的貓咪咖啡店「貓花園」後，世界各地也捲起了貓咪咖啡店的風潮。貓咪咖啡店產業發展至今，相較於有許多間連鎖貓咪咖啡店的日本，台灣則因受政府法規受限，較多為個人經營的型態，店鋪若是想要永續經營，最重要的是顧客忠誠度，對於沒有商品可以販售的貓咪咖啡店也一樣，要維持顧客忠誠度最重要的是「羈絆」，若是顧客與店舖之間有羈絆的話，店鋪將能永續經營下去。

　　本研究為了給台灣貓咪咖啡店產業借鏡，參考了日本大型連鎖貓咪咖啡店的行銷手法，同時為了解明羈絆的機制，設立了三個命題，並以現代行銷之父科特勒於2018年發表的行銷4.0為基礎，設計了相關問題訪問了顧客及店主。其調查結果發現對於建構羈絆最重要的是「平台」及「體驗」。驗證了命題「行銷4.0對於建構羈絆機制有著正向的幫助」以及「行銷4.0可以提高顧客體驗與顧客關係管理的效果，同時顧客體驗與顧客關係管理也對於達成行銷4.0的最終實現有著正向影響」，但因使用顧客關係管理系統經營貓咪咖啡店之店家數量稀少，現階段還無法確認「顧客關係管理對於顧客體驗有著正向關係」之命題是否為成立。最後，依分析結果，提出未來台灣貓咪咖啡店的行銷戰略提議。

關鍵字

貓咪咖啡店 ； 行銷4.0 ； 顧客體驗 ； 顧客關係管理 ； 平台 ； 羈絆

並列摘要

In recent years, due to the gradual rise in the number of pets, the pet related market has also become increasingly prosperous. After opening the "cat garden", which is known as the world's first cat cafe in Taipei, Taiwan, in 1998, cat cafe have also been popular all over the world . The cat cafe industry has developed so far. Compared with Japan, which has many chain cat cafe, Taiwan is more in the form of individual operation due to government regulations. The most important thing for shops to be sustainable is customer loyalty. The same is true for cat cafe that have no goods to sell. The most important thing to maintain customer loyalty is "fetters". If there are fetters between customers and shops, The store will be sustainable.
　In order to provide a reference for the cat cafe industry in Taiwan, this study referred to the marketing methods of large Japanese chain cat cafe. At the same time, in order to clarify the mechanism of fetters, this study set up three propositions, designed relevant questions and interviewed customers and shopkeepers based on Philip Kotler's marketing 4.0 published in 2018. The survey results found that the most important fetters for construction are "platform" and "experience". It is verified that the proposition "marketing 4.0 has a positive help to construct the fetter mechanism" and "marketing 4.0 can improve the effect of customer experience and customer relationship management, and customer experience and customer relationship management also have a positive impact on the final realization of marketing 4.0". However, due to the small number of stores using customer relationship management system to operate cat cafe, At this stage, it is impossible to confirm whether the proposition of "customer relationship management has a positive relationship with customer experience" is true. Finally, based on the analysis results, this paper puts forward the marketing strategy proposal of cat cafe in Taiwan in the future.

並列關鍵字

Cat cafe ； marketing 4.0 ； customer experience ； customer relationship management ； platform ； fetters

參考文獻

1.周中理 陳正(2007)〈體驗行銷策略顧客關係管理與行銷績效關係〉《行銷評論》第4卷(3)，頁339-364。

2.林潤華 遲恒昌（2018）〈臺灣貓咖啡的演進與空間創造〉《地理學報》，頁67-68。

3.邱義智 吳大偉（2002）《第一本數位行銷工具書》，台北，中國生產力中心。

4.游惠婷（2014）〈貓咪主題餐廳體驗媒介與消費價值之關係〉，靜宜大學觀光事業學系碩士論文。

5.黃煜 徐任賢(2017)〈The applications of social media in sports marketing》，《體育學報》，頁1-18。