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    题名: 連鎖咖啡店品牌知覺之定位分析之研究
    其它题名: A study of position the brand perception of coffee chain stores
    作者: 李承遠;Lee, Chang-Yuan
    贡献者: 淡江大學國際企業學系碩士班
    張俊惠;Chang, Chun-Hui
    关键词: 連鎖咖啡店;定位分析;Coffee Chain Stores;MDS;Position
    日期: 2011
    上传时间: 2011-12-28 17:58:21 (UTC+8)
    摘要: 時代變遷,亞洲人生活風格及飲食習慣深受西方文化影響,台灣也不例外。喝咖啡已經變成許多台灣人日常生活的一部分。近年來咖啡市場百家爭鳴,連鎖咖啡店如雨後春筍般林立於大街小巷。根據調查,台灣至少有540萬人飲用咖啡。而本研究想了解究竟連鎖咖啡店在消費者心目中其定位為何,以了解各咖啡店之競爭態勢。此外,本研究期望透過生活型態分析消費者,將之分群之後分析消費行為與模式差異,協助廠商策略制定。本研究透過紙本問卷發放,對淡江大學國企系與產經系學生、北台科技大學國貿系學生作為調查對象,共計發放506份問卷,並透過SPSS統計軟體進行相關統計分析。

    研究結果發現,消費者心目中,西雅圖極品咖啡、丹堤咖啡與伯朗咖啡彼此相近,競爭也較激烈,而真鍋咖啡與IS咖啡彼此相近,較為競爭。而星巴克、85度C與怡客咖啡獨立在外,並無較相近的競爭者。而以生活型態作為區隔變數在本研究的效果不顯著,消費者的特性與消費行為分析結果均不顯著。
    As times change, Asian lifestyle and eating habits influenced by western culture, Taiwan is no exception. Coffee has become part of everyday life the people of Taiwan. In recent years, the coffee market become more and more competition. chain coffee shops have sprung up everywhere in the streets. According to the survey, Taiwan has at least 5.4 million people drink coffee. In this study, would like to know whether the coffee chain in the minds of consumers how their positioning in order to understand the competitive situation of the coffee chain stores. In addition, this study hoped that through the analysis of consumer lifestyles, will help manufacturers strategy develop. Through this research paper questionnaires, the Department of Tamkang University, state-owned enterprises and the production by students, Northern Taiwan University of Technology International Trade students for the survey, a total of 506 questionnaires, and through the SPSS statistical software-related statistical analysis.
    The results showed that the minds of consumers, Barista Coffee, Dante Coffee and Mr. Brown coffee similar to each other, competition is more intense, IS and CAFÉ are similar to each other, the more competition. Starbucks, 85 degrees C and Ikei coffee separate out. Lifestyle segmentation variables in this study is not significant, consumer characteristics and consumer behavior analysis are not significant.
    显示于类别:[國際企業學系暨研究所] 學位論文

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