曼咖啡：品牌連鎖「二代店」設計

Famonn Coffee Chain：A Spatial Renewal

吳文萱(Wun-Syuan Wu)

指導教授 ： 倪晶瑋

中原大學/設計學院/室內設計研究所/碩士(2015年)

https://doi.org/10.6840/cycu201500833

摘要

近年來，台灣的咖啡文化正蓬勃發展，想在咖啡市場中脫穎而出，除了「品牌」的塑造外，不斷的展店，才能達到相當的經濟規模和競爭優勢，也才能讓消費者對「品牌」有一定的形象認同與認知。因此，「品牌」的連鎖化經營將是企業未來的重要趨勢。本設計論文以王品集團旗下第11個品牌「曼咖啡」為對象，探討「曼咖啡」在「品牌」連鎖經營中應用於展店的空間營造策略，並對「曼咖啡」提出一套設計上新的改善方案。首先透過文獻探討「連鎖店」與「品牌」的基本知識，再藉由田野調查對「曼咖啡」位於北部之5間「一代店」的空間進行分析及比較，由「一代店」的分析結果得知，「曼咖啡」在外觀立面與內部空間上均有一定的設計準則（如：材質、色彩、家具擺設、陳設），營造「一代店」法式浪漫的「品牌意象」。2015年「曼咖啡」全面重新定位「品牌」，以手作健康的「品牌意象」發展「二代店」。經由問卷調查及訪談得知，「二代店」在市場上較具有競爭優勢。因此，本設計論文將延用「二代店」的「品牌意象」，以台北中山北路的基地範圍，將「二代店」現有的空間營造策略提出改善的建議，並發展出一套是以相同的空間元素、材質、色彩的空間設計準則，可供日後「二代店」在展店時的參考準則。

關鍵字

品牌認知 ； 連鎖店 ； 「曼咖啡」 ； 快速展店 ； 空間營造

並列摘要

Taiwanese coffee culture has flourished in recent years. For enterprises to rise above their competitors in the coffee market, they must focus on brand building and store development to not only grow in economic scale and obtain competitive advantages, but also raise brand recognition and awareness. Thus, brand-based chain management will be a focal aspect for developing businesses in the future. This study examines the brand-based chain management of Famonn Coffee, the 11th brand under the Wowprime franchise, to elucidate how the company implemented a spatial construction strategy to develop its stores. From this examination, the author proposed a new design improvement plan for Famonn Coffee. Initially, a literature review was conducted to investigate the basic concepts of chain stores and brands. Subsequently, field research was undertaken to analyze and compare the interior of five first-generation Famonn Coffee stores in Northern Taiwan. The analysis revealed that Famonn Coffee has followed a specific set of guidelines regarding the materials, colors, furniture layout, and display used in the design of the facade and interior of its first-generation stores, thus projecting a romantic “French” brand image. In 2015, Famonn Coffee redefined its brand comprehensively, subsequently adopting a homemade and healthy brand image for its second-generation stores. To determine the market performance of these second-generation stores, the author conducted a questionnaire survey and series of interviews, the results of which indicated that the second-generation stores had a competitive advantage. This paper extends the new brand image and offers improvement suggestions based on the current spatial construction strategy for second-generation stores in the base area of Zhongshan North Road in Taipei City. Finally, the author formulated a set of spatial design guidelines, which uses spatial elements, materials, and colors similar to those of the second-generation stores, to serve as a reference for the ongoing development of the second-generation stores.

並列關鍵字

brand awareness ； chain store ； Famonn Coffee ； rapid store development ； space construction

參考文獻

林銘煌、鄭仕弘（2004），《原型理論與原型設計》，設計學報，第9卷，第4期，第1-13頁，2004年9月。

侯禹嘉（2012），《高雄市連鎖電信業服務門市之空間構成研究》，樹德科技大學建築與室內設計系碩士論文所。

陳文麗（2003），《空間印象、生活型態與忠誠度關係之研究 :以星巴克為例》，中原大學室內設計系碩士論文。

專書與論文

Holt, B. D.（2004），劉麗真、王承志譯（2009），《從Brand到Icon，文化品牌行銷學》，台北市：臉譜出版。