薰衣草森林：幸福產業的經營與管理

本研究以「薰衣草森林」為研究對象，探討兩位各自擁有薰衣草及咖啡廳夢想的平凡女生，如何經過13年的努力，造就出今日的「薰衣草森林」，旗下擁有六個品牌、十五家分店與超過三百名的員工。本研究以深度訪談的方式，進而瞭解「薰衣草森林」的經營與管理，研究發現：（一）薰衣草森林重視員工，給員工充足的教育訓練，並透過教育訓練讓顧客感受到賓至如歸的服務，同時也透過激勵與獎賞，讓每位員工保持對工作的熱誠；（二）薰衣草森林並沒有很多的廣告費用支出，主要依賴口碑行銷和事件行銷，以達到推廣的目的，同時薰衣草森林也熱衷公益，透過公益活動建立良好的企業形象與品牌價值，使社會大眾認同薰衣草森林；（三）薰衣草森林將自己定義為幸福產業，因此藉由各種服務體驗、產品體驗、活動體驗，不但創造顧客的滿意度或忠誠度，更能夠創造幸福感給顧客，並與其他休閒產業產生區隔與差異，進而創造競爭優勢。

關鍵字

體驗行銷；品牌管理；創業；休閒產業

並列摘要

This research target is ＂Lavender Cottage＂ corporation. The purpose is to explore how two females implement their dreams and establish ＂Lavender Cottage＂, containing six brands, fifteen branches, and more than three hundred employees over the thirteen years operation and management. The methodology used is qualitative and the major mechanism is in-depth interviews. The research findings are: (1) this corporation values employees very much. It provides significant training opportunities for employees to deliver sophisticated services to customers. It also provides incentives and rewards for employees to keep highly enthusiasm in the working; (2) this corporation does not spent much money in advertising; instead, it relies on ＂word of mouth＂ or ＂event marketing ＂to promote the business. It also enhances the corporate image and brand value by devoting itself to the public welfare that is beneficial for social recognition; (3) this corporation defines itself as a part of happiness industry. It creates happiness for customers and maintains customer satisfaction and loyalty by providing service experience, product experience, and activity experience. The conclusion is ＂Lavender Cottage＂ differentiates itself from other competitors and maintains competitive advantage in the leisure industry.