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題名 智慧咖啡設備新創品牌之成長策略與營運優化實務研究
A Smart Coffee Equipment Brand Startup作者 賴珮玲
Lai, Pei-Ling貢獻者 黃國峯
Huang, Kuo-Feng
賴珮玲
Lai, Pei-Ling關鍵詞 手沖咖啡
咖啡產業
新創企業
成長策略
Pour-over coffee
Coffee industry
Startup
Growth strategies日期 2025 上傳時間 4-Aug-2025 12:59:54 (UTC+8) 摘要 本報告以 A 公司為研究案例，探討一家以手沖咖啡技術為核心的新創企業在策略形成、執行與評估歷程與關鍵因素。首先透過商業計畫之分析，針對公司概況、產品與服務、產業趨勢、競爭環境、顧客定位與初步發展願景等面向，描繪該企業的經營基礎與市場定位。 接續進行策略層面的分析與評估，進一步釐清其策略選擇的依據與可能方向。在策略執行層面，針對營運現狀與實務問題，分析在組織結構與資源配置、行銷與通路策略、營運流程與關鍵績效指標等方面所遭遇之挑戰，並提出短、中、長期之改善策略方案。最後，亦納入行銷與財務計畫作為策略可行性之佐證。 最後，參酌外部專家意見，修正並擬定可行之執行方案。
This report adopts Company A as a case study to explore the strategic formation, execution, and evaluation processes—as well as the key success factors—of a startup enterprise centered on pour-over coffee technology. It begins with a business plan analysis that outlines the company's profile, products and services, industry trends, competitive environment, customer positioning, and initial development vision, thereby establishing the foundation of its business operations and market positioning. Subsequently, the report conducts a strategic-level analysis and evaluation to clarify the rationale and potential directions of its strategic choices. In the area of strategy execution, it examines current operational conditions and practical challenges, including organizational structure and resource allocation, marketing and distribution strategies, and operational workflows with key performance indicators. Based on this, it proposes short-term, medium-term, and long-term improvement strategies. Marketing and financial planning are also incorporated to support the feasibility of the proposed strategies. Finally, with reference to external expert feedback, the report refines and formulates an actionable implementation plan.參考文獻 英文參考文獻 1. Andrews, K. R. (1971). The concept of corporate strategy. Homewood, IL: R.D. Irwin. 2. Ansoff, H. I. (1957). Strategies for diversification, Harvard Business Review, 35, 113–124. 3. Barney, J. B. (1991). Firm resources and sustained competitive advantage, Journal of Management, 17, 99–120. 4. Coffee Consumption Statistics: A Must Know in 2025 - CoffeeDasher, Retrieved May 12, 2025, from: https://www.coffeedasher.com/coffee-consumption-statistics/ 5. Global Specialty Coffee Market to 2030. Rising Preference for Ready-to-drink Coffee Drives Growth - ResearchAndMarkets.com, Retrieved April 19, 2025, from: https://www.businesswire.com/news/home/20230605005677/en/Global-Specialty-Coffee-Market-to-2030-Rising-Preference-for-Ready-to-drink-Coffee-Drives-Growth---ResearchAndMarkets.com 6. Indonesia Coffee Industry Outlook 2024–2028 - ReportLinker, Retrieved May 12, 2025, from: https://www.reportlinker.com/clp/country/464/726404 7. Pour over brewing is changing: What do coffee shops need to know? - Perfect Daily Grind, Retrieved April 19, 2025, from: https://perfectdailygrind.com/2024/02/pour-over-brewing-is-changing-coffee-shops/ 8. Pour Over Coffee Gear Market Report | Global Forecast From 2025 To 2033, Retrieved April 19, 2025, from: https://dataintelo.com/report/pour-over-coffee-gear-market 9. Prahalad, C. K., & Hamel, G. (1990). The core competence of the corporation. Harvard business review, 68(3), 79–91. 10. Specialty Coffee Market Size, Share & Growth Report, 2030 - Grand View Research, Retrieved April 19, 2025, from: https://www.grandviewresearch.com/industry-analysis/specialty-coffee-market-report 11. Teece, D. J. (2007). Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance. Strategic management journal, 28(13), 1319–1350. 12. Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management, Strategic Management Journal, 18, 509–533. 中文參考文獻 1. JC咖啡部落格, Retrieved April 19, 2025, from: https://www.justincoffee.com.tw/zh-TW/blogs/%E5%92%96%E5%95%A1%E7%94%9F%E6%B4%BB/136359 2. 工商時報. 全球咖啡瞄準陸3000億人民幣市場 上海成進口首選地, Retrieved May 12, 2025, from: https://www.ctee.com.tw/news/20241110700415-430801 3. 司徒達賢（2023）。策略管理新論：觀念架構與分析方法（增訂三版七刷）。台北市：元照出版。 4. 黑金咖啡時代：熱潮不退, Retrieved April 19, 2025, from: https://www.credit.com.tw/NewCreditOnline/Epaper/ThemeContent.aspx?sn=195&unit=604 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
112932010資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112932010 資料類型 thesis dc.contributor.advisor 黃國峯 zh_TW dc.contributor.advisor Huang, Kuo-Feng en_US dc.contributor.author (Authors) 賴珮玲 zh_TW dc.contributor.author (Authors) Lai, Pei-Ling en_US dc.creator (作者) 賴珮玲 zh_TW dc.creator (作者) Lai, Pei-Ling en_US dc.date (日期) 2025 en_US dc.date.accessioned 4-Aug-2025 12:59:54 (UTC+8) - dc.date.available 4-Aug-2025 12:59:54 (UTC+8) - dc.date.issued (上傳時間) 4-Aug-2025 12:59:54 (UTC+8) - dc.identifier (Other Identifiers) G0112932010 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/158314 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 112932010 zh_TW dc.description.abstract (摘要) 本報告以 A 公司為研究案例，探討一家以手沖咖啡技術為核心的新創企業在策略形成、執行與評估歷程與關鍵因素。首先透過商業計畫之分析，針對公司概況、產品與服務、產業趨勢、競爭環境、顧客定位與初步發展願景等面向，描繪該企業的經營基礎與市場定位。 接續進行策略層面的分析與評估，進一步釐清其策略選擇的依據與可能方向。在策略執行層面，針對營運現狀與實務問題，分析在組織結構與資源配置、行銷與通路策略、營運流程與關鍵績效指標等方面所遭遇之挑戰，並提出短、中、長期之改善策略方案。最後，亦納入行銷與財務計畫作為策略可行性之佐證。 最後，參酌外部專家意見，修正並擬定可行之執行方案。 zh_TW dc.description.abstract (摘要) This report adopts Company A as a case study to explore the strategic formation, execution, and evaluation processes—as well as the key success factors—of a startup enterprise centered on pour-over coffee technology. It begins with a business plan analysis that outlines the company's profile, products and services, industry trends, competitive environment, customer positioning, and initial development vision, thereby establishing the foundation of its business operations and market positioning. Subsequently, the report conducts a strategic-level analysis and evaluation to clarify the rationale and potential directions of its strategic choices. In the area of strategy execution, it examines current operational conditions and practical challenges, including organizational structure and resource allocation, marketing and distribution strategies, and operational workflows with key performance indicators. Based on this, it proposes short-term, medium-term, and long-term improvement strategies. Marketing and financial planning are also incorporated to support the feasibility of the proposed strategies. Finally, with reference to external expert feedback, the report refines and formulates an actionable implementation plan. en_US dc.description.tableofcontents 第一章 緒論 1 第二章 個案公司商業計畫分析 4 第一節 公司概念與創立背景 4 第二節 產品、核心技術與服務介紹 6 第三節 產業現況與趨勢 13 第四節 競爭環境分析 19 第五節 A公司內部條件與競爭優勢分析 23 第六節 初步策略方向與發展願景 29 第三章 策略分析與執行評估 38 第一節 策略分析與選項評估 39 第二節 策略執行與檢討 68 第三節 財務規劃 78 第四章 結論 89 第一節 外部專家意見 89 第二節 規劃與執行 91 第三節 結論 93 參考文獻 95 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112932010 en_US dc.subject (關鍵詞) 手沖咖啡 zh_TW dc.subject (關鍵詞) 咖啡產業 zh_TW dc.subject (關鍵詞) 新創企業 zh_TW dc.subject (關鍵詞) 成長策略 zh_TW dc.subject (關鍵詞) Pour-over coffee en_US dc.subject (關鍵詞) Coffee industry en_US dc.subject (關鍵詞) Startup en_US dc.subject (關鍵詞) Growth strategies en_US dc.title (題名) 智慧咖啡設備新創品牌之成長策略與營運優化實務研究 zh_TW dc.title (題名) A Smart Coffee Equipment Brand Startup en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 英文參考文獻 1. Andrews, K. R. (1971). The concept of corporate strategy. Homewood, IL: R.D. Irwin. 2. Ansoff, H. I. (1957). Strategies for diversification, Harvard Business Review, 35, 113–124. 3. Barney, J. B. (1991). Firm resources and sustained competitive advantage, Journal of Management, 17, 99–120. 4. Coffee Consumption Statistics: A Must Know in 2025 - CoffeeDasher, Retrieved May 12, 2025, from: https://www.coffeedasher.com/coffee-consumption-statistics/ 5. Global Specialty Coffee Market to 2030. Rising Preference for Ready-to-drink Coffee Drives Growth - ResearchAndMarkets.com, Retrieved April 19, 2025, from: https://www.businesswire.com/news/home/20230605005677/en/Global-Specialty-Coffee-Market-to-2030-Rising-Preference-for-Ready-to-drink-Coffee-Drives-Growth---ResearchAndMarkets.com 6. Indonesia Coffee Industry Outlook 2024–2028 - ReportLinker, Retrieved May 12, 2025, from: https://www.reportlinker.com/clp/country/464/726404 7. Pour over brewing is changing: What do coffee shops need to know? - Perfect Daily Grind, Retrieved April 19, 2025, from: https://perfectdailygrind.com/2024/02/pour-over-brewing-is-changing-coffee-shops/ 8. Pour Over Coffee Gear Market Report | Global Forecast From 2025 To 2033, Retrieved April 19, 2025, from: https://dataintelo.com/report/pour-over-coffee-gear-market 9. Prahalad, C. K., & Hamel, G. (1990). The core competence of the corporation. Harvard business review, 68(3), 79–91. 10. Specialty Coffee Market Size, Share & Growth Report, 2030 - Grand View Research, Retrieved April 19, 2025, from: https://www.grandviewresearch.com/industry-analysis/specialty-coffee-market-report 11. Teece, D. J. (2007). Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance. Strategic management journal, 28(13), 1319–1350. 12. Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management, Strategic Management Journal, 18, 509–533. 中文參考文獻 1. JC咖啡部落格, Retrieved April 19, 2025, from: https://www.justincoffee.com.tw/zh-TW/blogs/%E5%92%96%E5%95%A1%E7%94%9F%E6%B4%BB/136359 2. 工商時報. 全球咖啡瞄準陸3000億人民幣市場 上海成進口首選地, Retrieved May 12, 2025, from: https://www.ctee.com.tw/news/20241110700415-430801 3. 司徒達賢（2023）。策略管理新論：觀念架構與分析方法（增訂三版七刷）。台北市：元照出版。 4. 黑金咖啡時代：熱潮不退, Retrieved April 19, 2025, from: https://www.credit.com.tw/NewCreditOnline/Epaper/ThemeContent.aspx?sn=195&unit=604 zh_TW
