台灣連鎖咖啡產業之價值創新研究

Analyzing the Value Innovation of the Industry of Café Chain Stores in Taiwan

10.29429/JSLHR.200709_2(3).09

李鴻文(Hung-Wen Lee)

價值創新 ； 成本領導 ； 差異化 ； Value Innovation ； Cost-Oriented ； Diversity

運動休閒餐旅研究

2卷3期（2007 / 09 / 01）

137 - 160

繁體中文

台灣咖啡產業近年來的改變，在市場上的主要業者，其經營方式及掌握資源基礎的能力大不同，各咖啡業者不斷尋求創新，脫離充滿競爭的紅海，欲創造自己的藍海市場，以尋求自身的價值。 本研究以85度C爲例，採量性研究方法，以Kim and Mauborgne所提出之四項行動架構爲主軸，分析消除、減少、提升及創造等相關條件，並用各種產業分析工具以其本身優勢，以一般競爭策略、五力分析、策略草圖等工具分析，了解其與其他競爭者之競爭態勢。發出問卷250份，回收有效問卷229份，經由獨立樣本檢定，驗證85度C在產品、價格、服務、推廣與環境等五大部分上之策略的成功。 研究結果顯示，85度C之價值創新的成功，來自發掘咖啡產業之低價藍海，並輔以相關副產品，尤其蛋糕，改變顧客消費咖啡之習慣，不斷擴展消費者，爭取產業領導地位。研究者希望藉由本研究探討，可以提供相關飲料市場作策略規範及經營參考。

The change of Taiwanese coffee industry leads to a new era of competition. To depart from competition-fulfilled red ocean and open up their own blue ocean markets, the main business holders look for innovations, according to different business attributes and the ability of resource integration. This research took 85℃ café business as example, undergone by quantitative research method and making the four actions framework (W. Chan Kim & Renée Mauborgne, Blue Ocean Strategy: How to Create Uncontested Market and Make the Competition Irrelevant, 2005) as the main shaft, to exam the concerned terms of elimination, reduction, evaluation and creation. This research also apply every kind of industry analysis tool, from normal competitive strategies, five force analysis, strategy canvas and so on, to interpret the different own advantages between the competitors. 250 questionnaires were sent out, and 229 valid questionnaires were retrieved. Based on the quantitative data, we test and verify 85℃ café succeed in 4Ps (product, price, promotion and place) and service, through factors analysis and independent sample statistics. The research outcome reveals that the success of 85℃ results in developing the low price market of the coffee industry. Besides, 85℃ implies its byproducts (especially, cakes) to raise consumers' habit of drinking coffee, further to expand the market and take the lead of this industry. With this research, the researcher sincerely hope to provide recommendations of the strategic standard and business reference of concerned drink market.

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