Exploratory Study on 4C's Integrated Creative Marketing and its Applicability to Creative Coffee Shops in Taiwan

4C整合創意行銷研究及其適用性分析

劉玉山(James Y.S. Liu)

《經營管理論叢》 2007特刊 (2007/12) Pp. 139-150

https://doi.org/10.6872/OMR.200712/SP.0007

摘要

Recently, there has been a trendy rise of creative coffee shops in Taiwan. Consumption is strong especially for shops, either franchised or operated singly, rich in architecture style and coffee flavor. Famous franchised brands like Starbucks, Seattle Coffee, and Dante Coffee are common around the Island. Compared with these franchised systems, those singly-operated shops are much disadvantaged in capital, manpower, facilities and management skill. Yet there is still potential niche for this kind of shops as coffee consumption is gradually becoming fashionable during leisure time. Thus it is worthwhile to find out how they can compete against those international brands. An originally-created model of 4C's Integrated Creative Marketing is developed to measure competitive power of sampled cases of creative coffee shops. It is found out that this innovative approach to creative marketing can be useful for marketing theorists as well as those new starters aspiring to the dominant market status now enjoyed overwhelmingly by the international franchise systems.

關鍵字

Creative marketing ； Creative coffee shops ； 4C's integrated creative marketing model

並列摘要

邇來台灣飲用咖啡風氣盛行，導致連鎖與創意咖啡業的興起，業者由各國引進不同特色的咖啡品牌，例如：星巴克、西雅圖、真鍋、丹堤、IS咖啡....等等，面對如此眾多的連鎖咖啡館，單店式的創意咖啡館不論在資本、人力、設備、原料等方面，與連鎖咖啡館業者相較之下，都顯薄弱；是以單店咖啡館業者，諸如何發揮創意行銷優勢切入市場，實為今後業者經營重點。本研究根據相關文獻探討，建構完成4C整合創意行銷模式，並利用創意咖啡館個案進行實證分析。最後經由實例個案的分析，建議單店創意咖啡館業者今後改進策略。

並列關鍵字

創意行銷 ； 創意咖啡館 ； 4C整合創意行銷模式