台灣咖啡市場競爭分析 – 以 cama café 為例

Abstract

cama café，自 2003 年甫進入市場後，即以黃色的招牌、引人注目的 Beano 公 仔、以及數公尺外就可以聞到的的咖啡香味讓消費者印象深刻，在咖啡市場中隨即 引起大家的關注。自 2010 年起，因咖啡的普及化及消費者飲用習慣改變，咖啡需 求以接近倍數的方式成長，咖啡廳也以每年接近 200 家的數量快速增加，然而 cama café 在面對不斷加入的競爭對手以及 Starbucks、Louisa 等大型咖啡連鎖業者的夾 擊之下，依然穩站市場，並且逐步調整經營策略，成功創下年營收超過 5 億的佳 績。為了解 cama café 所面對的困難挑戰及因應方法，並了解經營策略方針，本研 究以個案研究方法探討，從創業初期的產業環境分析，到後來市場轉變後的策略轉 型，並盤點各階段累積下來的核心資源及能力，接著再分析 cama 相較其他台灣咖 啡品牌較具優勢的品牌塑造，以及近幾年線上消費量崛起後，cama 如何運用數位 轉型方式搶下新零售市場，最後再根據未來將面對的挑戰給予建議。 經過分析後，本研究歸納出 cama 初期即明確訂定目標市場，並將所有策略圍 繞在目標客群，且在銷售的同時不斷透過企業活動累積品牌實力，讓消費者能清楚 了解 cama 的定位。另外，隨著市場的變化，cama 也會根據消費者的需求而靈活改 變擴張策略，帶領品牌呈現多元化面貌給消費者。在數位轉型上，也是以提升客戶 體驗為目標，以建設 APP 及訂閱制等方式提升消費者的購物便利性。 在未來，咖啡市場會持續成長，目前存在的連鎖業者也會持續瓜分這個市場。 本研究建議 cama 縮短店面擴展時程，同時持續強化新零售的應用，並將品牌作為 核心持續推出企業活動以培養更多的忠實用戶。

Since entering the market in 2003, cama café has caught people's attention with its yellow signage, eye-catching Beano mascot, and the aroma of coffee that can be smelled from several meters away. It quickly gained recognition in the coffee market. Starting from 2010, with the popularization of coffee, coffee shops have rapidly increased in number, with adding almost 200 stores annually. However, despite facing increasing competition from new entrants and major coffee chains like Starbucks and Louisa, cama café has maintained a strong position in the market. It has gradually adjusted its business strategies and achieved remarkable annual revenue exceeding 500 million. To understand the challenges and the strategies adopted by cama café, this study employs a case study approach. It begins with an analysis of the industry environment during the early stages of entrepreneurship and then explores the strategic transformation in response to market changes. The study also examines the core resources and capabilities accumulated at each stage, compares cama café's brand positioning advantages over other Taiwanese coffee brands, and explores how cama café has seized the new retail market through digital transformation methods with the rise of online consumption in recent years. After analysis, this study concludes that cama café set clear target markets from the early stage and centered all strategies around these target customers. While focusing on sales, the company continuously built brand through corporate activities to ensure that consumers clearly understand cama café's positioning. Additionally, in response to market changes, cama café flexibly adjusts its expansion strategies based on consumer demands, leading to a diversified brand image for consumers. In terms of digital transformation, the company aims to enhance the customer experience by developing an app and implementing subscription services to improve shopping convenience for consumers. In the future, the coffee market will continue to grow, and existing chain operators will continue to compete for a share of this market. This study recommends that cama café shorten its store expansion timeline while continuously strengthening the application of new retail. It also suggests leveraging the brand as a core element to launch ongoing corporate activities in order to cultivate more loyal customers.