烘焙零售的數位轉型與經營( 以Color C'ode凱莉小姐為例)

Abstract

近年來隨著國民整體所得提升，消費者也將更加重視生活水準，對於消費品質也將更加的要求，特別是食用安全與健康議題日益被受重視，加上近年來新聞媒體踢爆的食安風暴議題持續延燒，台灣民眾對於食安意識更加重視。然而台灣烘焙、餐飲等產業一直都是創業的熱門選項。在過去五年皆呈現逐年成長的趨勢，根據資料顯示家數年均成長率為4.15%，可見台灣烘焙餐飲業日益蓬勃發展的趨勢，但根據經濟部統計指出，一般創業一年內倒閉就高達9成，而前五年創業失敗比率更高達99%，因為門檻低、初期籌備資金較少，備受市場矚目之產業卻又競爭激烈，陣亡率極高。 本研究以烘焙產業作為研究領域，選擇Color C'ode凱莉小姐作為研究個案，在競爭激烈的烘焙產業，從單一三坪小店至工廠生產連鎖直營配送，每年持續保持成長、拓展至台灣各地縣市，搭配趨勢發展電商線上市場，更拿下網路百大人氣賣家的殊榮，創新的經營方式，有別於過往一般烘焙餐飲產業的經營模式。 本篇將針對該個案品牌進行研究，搜集相關資料與發展脈絡進行彙整分析，使用STP、五力分析、PEST進行產業研究，並運用EiMBA課程所學，回顧個案的商業模式與品牌發展策略，得以整理出在如此高度競爭激烈的市場裡，個案何以存活的關鍵能耐，試圖找出個案品牌的成功模式以及關鍵因素，並探索未來發展方向之可能。進而做為本個案研究之研究結果，再根據結論予以未來進入市場之烘焙餐飲業者經營上的建議參考，找出最適切的營運模式，為產業提供數位升級轉型的契機與觀念。

Along with Taiwan's GDP growth in recent year, consumer's also paying significantly more attention to their quality of life, health and food safety. Because of its relatively low requirement of equipment and fund, baking industry has been a popular choice for start up company with a 4.15 % growth rate for the past five years, but on contrast of its popularity, 99% of these company close down within five years. This study focuses on baking industry as researching field, take baking brand Color-code for case study, to study how it developed from a small local baking store to a national-wide chain store, how it’s novelty import E-commerce to a fairly traditional industry and eventually build its own factory. This study is aim to provide a more practical and efficient method for those who want to choose baking industry as their start up project, and to help the baking industry adapt to the modern digital wave. In order to do that and to understand Color-Code's business model and brand developing strategy, and its key factor of how it had survived in a highly competition market, this study is going to use STP model, Porter five forces analysis, PEST model, along with EiMBA's method for this case study.