自家烘焙咖啡館經營策略之個案研究

陳瑞昌

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自家烘焙咖啡馆经营策略之个案研究

Case Studies of the Home Roasting Café Business Strategy

陈瑞昌 , 硕士　　导师：陈岳阳;蔡明智　　

繁体中文

自家烘焙咖啡馆；经营策略；商业经营模式； home-roasted coffee café ； business strategy ； The Business Model

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摘要 │ 参考文献 (30) │ 国际计量

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Since the 1980s, large international and domestic café chain have been founded, and coffee has not only become the main drinks in modern life, but also become a brand-new culture. With the help of large café chain, many home-roasted coffee cafés with impressive style have sprung up like mushrooms. Unlike large café chain, home-roasted coffee cafés present a unique style instead of emphasizing unanimity and standardization. Besides its diversity, it has spread in the streets and blended into our lives. However, with the growing population of coffee consuming, not only large chain fast food industry but also convenience stores joined in the competitive market. How to face the tough situation is worthy of advanced study.
The thesis adopts qualitative research by observing and interviewing cases. Five home-roasted coffee café owners in Kaohsiung-Pingtung area are chosen and their business strategies are surveyed. Moreover, analyzing how each café gain value via 9 elements of The Business Model(Customer Segments, Value Proposition, Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partners, Cost Structure). The suggestions for the results of research, which contain methods of "In-depth visit", "Direct observation" and "History-Info", can consider the reference for academics and entrepreneurs.
Under the innovative service concept, the business strategy must go towards customized products and diverse development, and connect the whole industry fuel  and more external environments in order to create greater value. In the thesis "Research in home-roasted coffee café business strategy through Business Model", obviously, the successful business strategy of home-roasted coffee shops is "Innovative ideas."
Viewing these five cases through business model and provide café owner with the following practical advice:
First, persist in providing service for customers. Second, get rid of "Profession arrogant" thoughts, the core value is maintaining interpersonal relationships. Third, conducting industrial cooperation and linking up the external environment to attract customers.

参考文献 ( 30 ) 〈TOP〉

沈孟颖(2001)。台北咖啡馆：一个(文艺)公共领域之崛起、发展与转化。中原大学室内设计研究所(硕士論文)，中坜市。
连结：
孙路弘（1996）。餐饮服务品质之探讨。财团法人中国餐饮文化基金会第一届餐饮学术研讨会論文集。财团法人中国餐饮文化基金会，台北。
连结：
Barney JB(1991),Fire resources and sustained competitive advantage, Journal of Managememt 17,99-120.
连结：
Kotler, P.(2000), Marketing management, analysis, planning, implementation, and control Tenth edition, New Jersey: Prentice-Hall, 36-37.
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使用DOI作为永久连结

引用含有DOI的文献

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。 如想对DOI的使用与概念有进一步了解，请参考 （ ） 。

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。