台灣連鎖咖啡業複合經營之行動商務創新模式之研究 —以丹堤咖啡為例

Abstract

根據資策會的研究，台灣2013年行動商務市場規模達到483.1億元，其中逾6成消費交易金額來自於消費者透過行動網頁完成之交易行為，所以，行動商務被視為未來深具潛力的商務模式之一。 綜觀不斷成長的台灣咖啡市場，面對大型財團品牌的競爭及行動科技的變化，本研究將針對個案企業如何在激烈競爭的產業中，掌握未來產業與科技脈動，適時運用虛擬行動商務服務，結合複合咖啡連鎖店的經營模式，作深入探討。 本研究以個案研究法為主，選擇個案企業---丹堤咖啡為研究標的，透過策略探討，試圖了解個案企業進行行動商務創新的原因，以及個案企業進行行動商務創新的過程，也就是探討丹堤咖啡行動商務創新的「Why」與「How」。 本研究透過Porter的五力分析，了解個案企業所處的競爭環境中，潛在進入者的威脅、現有競爭者的競爭程度、替代品的威脅、供應商的議價能力、以及顧客的議價能力。同時將個案企業的SWOT分析調整成TOWS矩陣，推衍產生個案企業現階段經營策略：行動商務創新。 接下來透過Mark Johnson的白地策略，研究創新商業模式的顧客價值主張、利潤公式、關鍵流程、與關鍵資源。最後，再根據個案企業的實際需求，撰寫行動商務營運計劃書，進行市場分析、服務內容、營運策略等議題的研究。 丹堤咖啡的案例印證台灣本土咖啡產業有創新複製與建構知識管理系統的能力。兼顧創新投資與獲利仍是丹堤咖啡的策略重點與挑戰。 未來，希望個案企業逐步落實虛實整合(O2O；Online to Offline)的行動商務模式，透過行動送禮平台的建置，開發找尋電子兌換券的經銷通路、將提貨券電子化對帳、集點活動跨店兌換、解決加盟店的拆帳問題…等更多元的附加價值。

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.