咖啡業者異業結盟策略之研究

產品發展品牌形象與其競爭力時，會遇到大量同類型品牌間競爭及各式各樣的成本上漲問題，故必須創造消費體驗差異性來吸引消費者的目光。兼具對消費者有加值服務與降低企業經營成本的拓展模式，能有效讓企業更具有競爭優勢。對於未來萬物皆漲且品牌類別越來越多的供需市場狀況下，異業結盟是一個值得持續發展與永續經營的研究方向。精品咖啡業者以異業結盟方式進行營運展店，透過店中店的經營模式，讓彼此的品牌都能創造行銷話題且同時降低營運成本，提供消費者不同的服務體驗，創造彼此品牌在消費市場上競爭力。本文將透過個案研究分析法，研究咖啡業者如何使用異業結盟方式，分別與兩種不同型態的店家(建設公司接待中心、美髮沙龍店)進行異業結盟合作，並透過SWOT分析法及個案研究分析法，探討咖啡業者、建設公司接待中心與美髮沙龍店家等之間關聯，並進行分析比較，研究異業結盟對台灣精品咖啡業之效應與衝擊。透過個案訪談分析結果發現，異業結盟的雙方可有效利用彼此的經營特色，進而提高其彼此經營上的附加價值，創造多元的行銷話題，直接地帶來更多的人潮及廣告曝光機會，進而增加企業收入。

關鍵字

個案分析；精品咖啡；異業結盟；附加價值

並列摘要

During the development of brand image and competitiveness, Taiwanese enterprises often encounter problems of keen competitions with the same type of brands and rising costs. Therefore, it is necessary to create differences in consumer experience. The competitiveness of companies may also be boosted by an expansion model that combines value-added services for consumers and reduces business operating costs. With inflation and an increasing number of brands in the future, cross-industry collaboration deserves further research about its sustainable development and management in Taiwan. Through the shop-in-shop business model, specialty coffee shops can enhance their competitiveness in the market by creating marketing buzz, reducing operating costs, and providing consumers with different service experience. With case analysis, this research investigates how specialty coffee shops engage in cross-industry collaboration with two types of industries: a reception center of a construction company and a hair salon. Based on SWOT analysis, this study will discuss the coffee industry and compare the cases of the above cross-industry collaboration to examine the effect and impact of cross-industry collaboration on the specialty coffee industry in Taiwan. Through the analysis of case study method, it is found that both sides of the cross-industry collaboration can increase the additional value of each other, create buzz marketing, and directly bring more impression opportunities and income.