49546107

49546110

49546137

:

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() ........................................8

..............................................9

() ............................................9

() .................................11

().........................................12

() .............................12

() .............................12

.............................................13

() .............................................13

players................15

() .................................15

() ...................................17

() .........................19

() ...............................19

() ...............................................20

() .............................20

() ...................25

() .........................................26

() SWOT...................................30

() players..................36

.............................................38

.................................................39

30

2002

1

()

2003

()

35

--

2

30

50

2000

6070

80

90

2000

3

()

4

KOHIKAN

Starbucks

5

()

35

24H 85 C

85 C

6

()

85 C

-

7

()

1.

a 7-11

b

c

d

e

2.

1998

100%2002 121%

2008

731 695

8

()

1.

Cinnamon RoastCity

RoastFull-City RoastVienna Roast

Italian RoastFrench Roast

2.

///

9

3.

4.

98

.

/ / /

10

90.5 ~96 Espresso 18~22

()

1.

Substitutes

2.

1.

2.3.

1.2.3.4.

11

()

()

100

200 50

200 250

()

12

()

1.

a

b

c

d

e

13

2.

87

14

players

()

1. 85 C

2 0 0 3 85 C

85

85 C 85

85 C

85 C

2.

1998 1 1 Starbucks Coffee

International

Starbucks Coffee Starbucks

Coffee Company

Starbucks

2002

15

3.

COFFEE SHOP

ecoffee e coffee shop

!

4.

1993 11 12

Dante Coffee""

1~2

16

()

HIHI i2 =

n

iS

1

SI i

tight oligopolyCR460

85 C

6 1 3 0

50 94 39 88

72 27 37 23

31 17 11 9

9 8 4 2

6 5 6 1

5 0 5 0

17

21 23 3 3

17 2 2 0

15 1 4 0

4 2 1 0

7 0 2 0

6 6 1 0

10 8 0 0

14 6 2 0

17 17 6 2

12 1 2 0

8 5 1 0

7 3 2 1

3 1 1 0

1 1 1 0

1 0 1 0

0 0 1 0

322 228 135 129

32 23 14 13

2009/10/19 1000

85C

18

()

85 C

2004.7

2005 83

2006 237

2009.10 322

1998.3

2005.12 167

2006.12 189

2009.10 228

2002.6

2003.9

2008 300

2009.10 135

1993.11

1998.11 50

2001.10 110

2009.10 129

()

85 C

T

CD

e

eEOS

VoIP

EIP

TCFA-

19

()

85 C 300~400 ()

() 39

400 ()

()

85 C &

85 C

+

10

90

35%

(one-one marketing)

20

85 C

24

85

/

1.

21

85 C

322

228

&

1.

Espresso

.

2.

1.

-

,

1.""

22

1.

2.

e e

1.

1.

23

1. 135 78 129 95

18

24

()

85 C

32% 23% 14% 13%

IS 85C

25

()

1.

26

http://zh.wikipedia.org/wiki/%E6%B6%88%E8%B2%BB%E8%80%85http://zh.wikipedia.org/wiki/%E8%AD%B0%E5%83%B9http://zh.wikipedia.org/wiki/%E4%BE%9B%E6%87%89%E5%95%86http://zh.wikipedia.org/wiki/%E6%9B%BF%E4%BB%A3%E5%93%81

absolute cost advantages

27

http://zh.wikipedia.org/w/index.php?title=%E9%80%B2%E5%85%A5%E9%9A%9C%E7%A4%99&action=edit&redlink=1http://zh.wikipedia.org/wiki/%E8%A6%8F%E6%A8%A1%E7%B6%93%E6%BF%9Fhttp://zh.wikipedia.org/wiki/%E5%93%81%E7%89%8C%E6%AC%8A%E7%9B%8Ahttp://zh.wikipedia.org/wiki/%E5%AD%B8%E7%BF%92%E6%9B%B2%E7%B7%9A

bargaining leverageforward integrate

bargaining leverage

bargaining leveragebackward integrate

28

http://zh.wikipedia.org/w/index.php?title=%E5%9E%82%E7%9B%B4%E6%95%B4%E5%90%88&action=edit&redlink=1http://zh.wikipedia.org/w/index.php?title=%E5%9E%82%E7%9B%B4%E6%95%B4%E5%90%88&action=edit&redlink=1

2.

29

() SWOT

SWOT

SWOT

Strength(Weaknesses)

(Opportunities)(Threats)

S Strength

W Weakness

30

O Opportunity

10

T Threat

31

1.

Opportunity Threat

1.

2.

3.

4.

5.

1.

2.

3.

4.

5.

6.WTO

32

2.

a

Strengths Weaknesses

1. Know-How

2.

3.

4.

5.

Know- How

6.a. b.

c.

7.

8.

(one-one marketing)

1.

2.

3.

4.

5.

33

b

Strengths Weaknesses

1.

2.

3.

4.

5.

6.

7.

8.

1.

2.

3. Know-How

4.

34

c 85 C

85 C

Strengths Weaknesses

1.

2.

3.

4.

5.

6.

7.

8.24

1.

2.

3.

4.

d

Strengths Weaknesses

1.

2.

3.

4.

5.

6.

1.

2.

3.

4.

5.

6.

35

() players

1.

Kotler(1998)

a. (Geographic)

b. (Demographic)

c. (Psychographic)

d. (Behavioral)

2. (Key Success FactorsKSF)

John R. Commons (limited Factor)

(1985)

(1988)

36

KSF

Player

85 C

85 C

85 C

37

(1)

(2)

(3)

DIY

38

() http://www.starbucks.com.tw/home/index.jspx

() 85 C http://www.85cafe.com/

() http://www.ecoffee.com.tw/

() http://www.dante.com.tw/

() http://www.tcfa.org.tw/index.asp

() http://www.taiwancoffee.org/Activity.asp

() http://coffee.24h.com.tw/

() coffe

http://dblink.ncl.edu.tw/cd2001/chapter04/ch4-14.htm

() -

http://tw.knowledge.yahoo.com/question/question?qid=1405112701317

()

http://imd.ntcb.edu.tw/ezcatfiles/imd/img/img/269/150673171.pdf

()

http://tw.knowledge.yahoo.com/question/question?qid=1205072612384

() coffe

http://icantw.brinkster.net/casecoffee.htm#

() 2003

() (2003)

()

()

http://www.iscoffee.com.tw/iscoffee/model_index.cfm?CONSULATENO=02

39

http://www.dante.com.tw/http://www.tcfa.org.tw/index.asphttp://www.taiwancoffee.org/Activity.asphttp://coffee.24h.com.tw/http://dblink.ncl.edu.tw/cd2001/chapter04/ch4-14.htmhttp://tw.knowledge.yahoo.com/question/question?qid=1405112701317http://imd.ntcb.edu.tw/ezcatfiles/imd/img/img/269/150673171.pdfhttp://tw.knowledge.yahoo.com/question/question?qid=1205072612384http://www.iscoffee.com.tw/iscoffee/model_index.cfm?CONSULATENO=02

()

http://www.barista.com.tw/index.php?mode=abouts&tNo=8

()

() http://tw.myblog.yahoo.com/jw!Q4A7WLGeHwF6p.5nLOU0i93Brg--/ar

ticle?mid=3188

()

()

() http://zh.wikipedia.org/zh-tw/Wikipedia:%E9%A6%96%E9%A1%B

5()

40

http://www.barista.com.tw/index.php?mode=abouts&tNo=8http://zh.wikipedia.org/zh-tw/Wikipedia:%E9%A6%96%E9%A1%B5http://zh.wikipedia.org/zh-tw/Wikipedia:%E9%A6%96%E9%A1%B5 () () () () () () 1. 2. () 1. 2. 3. 4. () 1. 2. ()() () () players() 1. 85C2. 3. 4. () () () () () () () () SWOT1. 2. a b c 85 Cd () players1. 2. (Key Success FactorsKSF)