台灣冰淇淋產業之經營策略探討—以酷聖石為例

Abstract

本研究旨在探討台灣酷聖石冰淇淋的市場現狀及其面臨的挑戰，並提出可行的商業策略建議。酷聖石自2006年進入台灣市場以來，已發展超過18年，然而隨著市場競爭的加劇及消費者健康意識的提升，其品牌影響力似乎有所減弱。研究主要集中於以下幾個方面：市場趨勢分析、品牌策略探討以及商業建議的提出。

本研究首先分析台灣冰淇淋市場的現況與未來潛力，特別是在消費者健康意識日益上升和競爭加劇的背景下，消費者選擇的影響因素。此外，研究還探討了酷聖石在台灣市場採取的主要商業策略，並分析這些策略對其市場表現的影響。

透過PEST、五力分析、SWOT及TOWS分析，並探討酷聖石近年進行的轉型策略，本研究得出以下結論： 1. 酷聖石提供高程度的產品客製化和新鮮產品體驗，這能吸引消費者並增強品牌忠誠度。未來應持續強調這些特點，並通過體驗行銷活動深化顧客互動。 2. 面對激烈競爭和健康意識上升，酷聖石需不斷創新產品，引入低糖、有機或無乳糖選項，以滿足消費者對健康飲食的需求。 3. 為了抓住台灣冰淇淋市場的快速增長，酷聖石應加強與熱門品牌的合作，例如聯名推出限量產品，以吸引更廣泛的消費者群體並提升品牌曝光度。 4. 針對門店數量有限和高定價策略問題，酷聖石與7-ELEVEN合作，推出複合店模式，以擴大銷售渠道並提高市場覆蓋率。這種合作不僅能降低風險，還能利用便利商店的客流量來增加品牌觸及。 5. 隨著外送平台興起，酷聖石應整合其獨特客製化和互動體驗至外送服務中，以提升外送服務的顧客滿意度並吸引新顧客。Cold Stone 還應收集外送平台用戶的數據，以改善客戶分析和行銷策略。

總結而言，本研究不僅為酷聖石提供了針對性的商業策略建議，也希望能為其他冰淇淋品牌提供有價值的見解，以促進整個產業的可持續發展。在快速變化的市場環境中，品牌必須靈活應對挑戰，以保持競爭優勢並吸引新一代消費者。

This study aims to explore the current market status of Cold Stone Creamery Taiwan and the challenges it faces, while also providing feasible business strategy recommendations. Since its entry into the Taiwan market in 2006, Cold Stone has developed for over 18 years.

However, with increasing market competition and rising consumer health awareness, its brand influence appears to have diminished. The research focuses on several aspects: market trend analysis, brand strategy exploration, and the formulation of business recommendations.

The study first analyzes the current state and future potential of the ice cream market in Taiwan, particularly in the light of rising consumer health consciousness and intensified competition. In addition, the study also investigates the main business strategies adopted by Cold Stone Creamery Taiwan and analyzes how these strategies impact its market performance.

Through PEST analysis, Five Forces analysis, SWOT analysis, and TOWS analysis, along with an exploration of Cold Stone's recent transformation strategies, this study concludes the following: 1. Cold Stone offers a high degree of product customization and a fresh product experience, which attracts consumers and enhances brand loyalty. These characteristics should continue to be emphasized in the future, and customer interaction should be deepened through experiential marketing activities. 2. Faced with fierce competition and rising health awareness, Cold Stone needs to continue to innovate its products and introduce low-sugar, organic or lactose-free options to meet consumer demand for healthy eating. 3. To capture the rapid growth of Taiwan ice cream market, Cold Stone should strengthen collaborations with popular brands by launching co-branded limited-edition products to attract a wider consumer group and increase brand exposure. 4. To address its limited store locations and high pricing strategy, Cold Stone cooperated with 7-ELEVEN to launch a complex store model to expand sales channels and increase market coverage. This collaboration not only reduces risk but also leverages customer flow of convenience store to increase brand reach. 5. With the rise of delivery platforms, Cold Stone should integrate its unique customization and interactive experience into its delivery services to enhance customer satisfaction with delivery services and attract new customers. Cold Stone should also collect data from delivery platform users to refine customer analysis and marketing strategies.

In summary, this research not only provides targeted business strategy recommendations for Cold Stone Creamery Taiwan but also aims to offer valuable insights for other ice cream brands to promote sustainable development across the industry. In a rapidly changing market environment, brands must be agile in responding to challenges to maintain their competitive edge and attract a new generation of consumers.