A Study of the Mobile Commerce Business Model Innovation by Complex Operation at Taiwan Coffee Chain Stores— the Case of Dante Coffee

• Main Authors: Shu-Yi Fang, 方淑宜
• Other Authors: 郭瑞祥
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/49668857974510922764

碩士 === 國立臺灣大學 === 商學組 === 102 === According to the research from Institute for Information Industry (III), the scale of Mobile Commerce market in Taiwan has attained to 48 billion and 310 million NT dollars. And the consuming behaviors from customers through mobile webpages accounts for over 60 percent of the amount of expenses among the above market scale. Thus, Mobile Commerce Model now is regarded as one of the potential business model in the future. Take a broad view of the continual growth of the coffee market in Taiwan, facing the competition between famous brands supported by enterprises and the rapid change of technology development, this research is to discuss how does the enterprise in this case study, Dante Coffee, control the future tendency of coffee industry and the technology development by applying vertical Mobile Commerce service in a suitable way, combining with the operation modes of complex chain coffee stores under the intense competition of coffee industry. This research mainly utilizes case study method and chooses DANTE COFFEE &; FOODS CO., LTD as the research target in order to understand the reasons that Dante decided to undertake the Mobile Commerce Innovation and the method of executing the whole process of the Mobile Commerce Innovation. In other words, this research aims at discussing “Why” and “How” Dante Coffee take the Mobile Commerce Innovation into practice. This research uses the Michael Porter’s Five Forces Model to analyze the Threat of New Entrants, Rivalry, Substitutes, Bargaining Power of Suppliers, and Bargaining Power of Buyers of Dante Coffee in it’s competing environments. On the other hand, it adjusts the SWOT analysis to the Tows Matrix to develop the present business strategies of Dante Coffee: the Mobile Commerce Innovation. Next, this study also discusses the customer value proposition, the formula of calculating profits, the key procedure, and the key resource of the Business Model Innovation through the theory of the whitespace strategy from Mark Johnson. Finally, according to the practical needs of Dante Coffee, this study makes the business plan of Mobile Commerce to do the research of market analysis, content of service, business strategy, and so on. The case study of DANTE COFFEE &; FOODS CO., LTD proves that Taiwanese coffee industry possesses the ability of copying innovation and founding knowledge management system. At present, giving the consideration to both innovation venture and profits is the primary strategy and challenge for Dante Coffee. In the future, this study hopes Dante Coffee could gradually take the Mobile Commerce Model of Online to Offline (O2O) into practice and keep finding various added values such as developing the more agents for selling e-coupons, computerizing the task of accounts checking for e-coupons, promoting the activities of collecting bonus points in exchange of Dante products in every branches, and solving the problems of sharing costs / liquidation in the internal chain systems by means of the setting of Mobile Gifting platform.