U Shop大學商城

Abstract

Most universities have their own gift shop to represent the pride of the students who love university brand’s products. Some universities have created innovation gift shops with special features to differentiate themselves from ordinary traditional gift shops in order to promote their gifts and create university brand awareness. For example, Waseda University’s Co-Op stores that operates as the university’s gift shop is a combination between gift shop and coffee shop where Waseda students can come right in, order a cup of coffee and spend time to mingle with their peers. There is no doubt that when Waseda students are walking into the coffee shop, they will have a chance to see, and even be tempted to purchase, their university’s gifts and souvenirs.\nIn Taiwan, we can say that National Cheng Chi University (NCCU) is one of the biggest and most famous universities in Taiwan. However, as of today NCCU gift shop is still operated under the name of Alumni service center, which is hardly capable of managing full operation to support sale and promotion of NCCU gifts and souvenirs. According to the survey conducted at NCCU, approximately 40 per cent of the sample group does not know where to buy gifts and souvenirs. Half of the group states that they are not planning go there. However, good news is that 80 per cent still wants to purchase NCCU gifts and souvenirs. All this information indicates that the demand for gifts and souvenirs is still high but NCCU still lacks a marketing initiative, clearly-identified sale channels and a suitable business model to support university gift shop. \nThis new NCCU gift and coffee shop will beautifully offer a relaxing and serene space for both local and foreign NCCU students to do their studies, to meet with their friends or to exchange their worldviews, languages and cultures. This possible channel will also drive the number of students purchasing NCCU gifts and souvenirs. In addition, the new attraction will bring economic benefits to established stores. Creating a new sale channel and promoting products are primary keys to a successful business model, as it will guarantee long-term accomplishment of the NCCU gift shop and the sustainability of the model.