| dc.contributor.advisor | 吳文傑 | zh_TW |
| dc.contributor.advisor | Wu, Jack | en_US |
| dc.contributor.author (Authors) | 高千惠 | zh_TW |
| dc.contributor.author (Authors) | Kao, Chien Hui | en_US |
| dc.creator (作者) | 高千惠 | zh_TW |
| dc.creator (作者) | Kao, Chien Hui | en_US |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 14-Sep-2009 09:48:18 (UTC+8) | - |
| dc.date.available | 14-Sep-2009 09:48:18 (UTC+8) | - |
| dc.date.issued (上傳時間) | 14-Sep-2009 09:48:18 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0094933004 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/31327 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理碩士班(IMBA) | zh_TW |
| dc.description (描述) | 94933004 | zh_TW |
| dc.description (描述) | 97 | zh_TW |
| dc.description.abstract (摘要) | 統一星巴克與City Café 各擅勝場搶攻咖啡市場 | zh_TW |
| dc.description.abstract (摘要) | The current study examines consumption habit for coffee users in Taipei and effects of branding on the consumption preference and the possible cannibalization effect of City Café on Starbucks. Through a study consisting of surveys of 108 Taiwanese citizens and a taste test involving 20 students, the following conclusions are made. 1) The findings show 55% of the Taiwanese population drinks coffee on a daily basis and concluded that selling more City Café could increase store revenue by bringing more customers into 7-Eleven stores. 2) The product awareness of City Cafe is gaining quickly with in-store advertising only and without much traditional advertisements; it is enough to have attracted daily drinkers at a rapid rate. 3) Starbucks customers and City Café customers differ in terms of feelings about importance of brand and willingness to pay more for coffee. City Café would not cannibalize Unipresident operated Starbucks walking customer sales if the stores were placed 4 blocks apart. 4) The “blind” and “open” taste tests show people are heavily influenced by brand in their determination of taste. The favorable response in our “blind” taste test compared to the “open” taste test led to the conclusion that a properly managed brand building campaign could increase sales significantly. In the study’s final section, I suggest ways of communicating brand awareness and quality reputation to the customer without infringing on Starbucks market niche. Unipresident seizes Brewed Coffee Market with Starbucks and City CaféByChien-Hui Kao | en_US |
| dc.description.tableofcontents | ABSTRACTS 2INTRODUCTION 1Coffee in Taiwan 1Consumption 2COMPETITIVE ENVIRONMENT 385oC – the Disruptive Innovator 6McCafe – Meeting good café at McDonald’s 7UNI-PRESIDENT’ ROAD MAP TO COFFEE MARKET 8Starbucks in Taiwan 8CITY CAFÉ 10The Decision to Release City Café 10Business Model 11Performance 12THE STUDY 13SURVEY METHODOLOGY 14TASTE TEST METHODOLOGY 15SURVEY RESULTS 16CONCLUSION AND SUGGESTIONS 20LIMITATIONS 23APPENDIX – SURVEY RESULTS 23BIBLIOGRAPHY 29 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0094933004 | en_US |
| dc.subject (關鍵詞) | 咖啡市場 | zh_TW |
| dc.subject (關鍵詞) | coffee market | en_US |
| dc.title (題名) | 統一星巴克與City Café 各擅勝場搶攻咖啡市場 | zh_TW |
| dc.title (題名) | Uni-president seizes brewed coffee market with Starbucks and City Café | en_US |
| dc.type (資料類型) | thesis | en |
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| dc.relation.reference (參考文獻) | Deutsche Presse-Agentur Aug 27, 2006 | zh_TW |
| dc.relation.reference (參考文獻) | http://news.monstersandcritics.com/business/article_1195091.php/Starbucks_to_double_its_Taiwan_coffee_shops_to_350_in_5_years | zh_TW |
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| dc.relation.reference (參考文獻) | http://publish.gio.gov.tw/FCJ/past/04100881.html | zh_TW |
| dc.relation.reference (參考文獻) | Taiwan Coffee Website | zh_TW |
| dc.relation.reference (參考文獻) | http://www.twcoffee.com.tw/twcafe.htm | zh_TW |
| dc.relation.reference (參考文獻) | "The McKinsey Quarterly: Fighting cannibalization” by Ari Buchalter and Humam Sakhnini | zh_TW |
| dc.relation.reference (參考文獻) | http://www.mckinseyquarterly.com/article_abstract.aspx?ar=1718 | zh_TW |
| dc.relation.reference (參考文獻) | “Global Brands without Ads? Starbucks in Taipei: Insights on High Level Customer Satisfaction” by En-Ying Lin, Marilyn Roberts | zh_TW |
