Exploration and Development of the Business Model of the Specialty Coffee：Comparison of Multiple Cases

• Main Authors: Peng, Tsui-Chu, 彭翠珠
• Other Authors: Chiou, Haw-jeng
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/4mj4s4

碩士 === 國立臺灣師範大學 === 高階經理人企業管理碩士在職專班(EMBA) === 107 === Abstract 　　With the prevalence of specialty coffee, the issue of sustainable coffee development and rapid development of personalized specialty coffee in Taiwan in recent years, how can coffee chain stores continue to consolidate customer loyalty and profit and respond to the rapid development of specialty coffee under the fierce market competition. The scope of this study focused on well-known specialty coffee chains in northern Taiwan. The subject of analysis was the representative coffee shops with specialty coffee. Each case has been developed in the highly competitive coffee market in northern Taiwan, and each case has provided freshly browed coffee. This study explored the business elements of each specialty coffee chain, including service attitude, product characteristics, marketing techniques, environment and style of the coffee shop and customer relationship through literature review and case interview, and identified the most important business element. Through the discussion on the cases’ business models, we hope this study can provide reference for the planning and business model of the specialty coffee industry in the future. This study interviewed the specialty coffee chain stores through written questions and analyzed such chain stores through various aspects, including service, products, marketing, store style and customer relationship. This study has found out that the service strategy focuses on internal management and human resources; the product strategy emphasizes production management and product R&D; the marketing strategy centers on marketing management; the store style strategy stresses overall planning and management by the design team; and the customer relationship emphasizes the management of customer relationship. These five types of business models are provided for the specialty coffee stores in Taiwan as a future reference.