A Study of the Key Successful Factors of the Chain Coffee Shops

• Main Authors: Shu-ChunYu, 游淑君
• Other Authors: --
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/23059776400040282991

碩士 === 國立成功大學 === 經營管理碩士學位學程 === 99 === As the increase of Taiwaneses’ income, the coffee shops in Taiwan have grown from small coffee shops to large-scale coffee chain stores, bringing new competitive landscape for the coffee businesses. The business owners plan to stimulate consumption by taking the advantage of the rising trend of coffee chain stores. In the academic field, there are many research on coffee consumer’s behavior, but are rarely on the research of key successful factors. Therefore, this study will investigate the key successful factors of the coffee chain stores for future business owner as a valuable reference. By reviewing the literature, we gain the dimension of key successful factors of coffee chain stores. Next, we get scores by comparing these dimensions through scholars and business owners and then obtain the key successful factors by using the analytic hierarchy process AHP. The conclusions are as follow: 1, The decision of shop location is the most important key successful factors. The first condition is target consumer group. Crowd flow with higher mobility can increase sales of a store. 2. To stand out from the highly competitive coffee market, these are all important factors to attract consumers, such as advertising and promotional activities, product combinations, merchandise display techniques. According to the sales of different regions, we get to know the different groups of consumer and attract local consumer to the store by using the effective advertising, promotional activities and mass media to the targeted consumer. Therefore, the sales grow and make it the most critical factors to survive even to continuous growth. Keywords: the chain of coffee shops, KFS, AHP