台灣咖啡產業創新商業模式之探討-以全家便利商店行動應用軟體為例

Abstract

近幾年，台灣咖啡產業發展，因AI智能運用的普及和消費者行為轉變，咖啡店鋪型態跟著變化，通路為滿足消費者，販售方式日益更新，這是市場轉變急遽成長的重要關鍵因素。本研究重點在企業如何利用智能手機行動應用軟體「App」，促使與消費者購買行為的關係更為密切。台灣便利商店App的發展過程中，推出創新商業模式，以消費者信任、慣性作為策略，藉以影響消費者購買行為，也因此獲利，擴大事業範圍。個案以全家便利商店行動應用軟體為例研究，依創新商業模式 O2O(Online to Offline )探討，並透過文獻蒐集、深度訪談後研究論述重點：(1) 現代通路如何透過網路瀏覽器簡單的操作流程，即能影響咖啡銷售市場。(2) 現代通路如何利用App和消費者產生更多的互動溝通，並建立多元的服務關係，甚至再精進以虛實融合Online Merge Offline做到精準行銷。研究個案結果分析，這5年咖啡的銷售上成長迅速，由於導入手機App改變消費者既往的消費模式，讓同業也開始重視電子化經營策略，紛紛投入App的新戰場。觀察在數位化的電商平台競爭激烈，依創新商業模式分析，全家便利商店行動應用軟體對市場之影響，及管理意涵對未來咖啡產業之發展極為深遠，本研究建議全家便利商店應做差異化經營，將原便利商店之咖啡販售品牌延伸，MENU大調整，結合數位化，藉以分流消費者，能擴充培養更年輕的消費族群，以提升品牌價值。關鍵字：台灣咖啡產業發展；台灣便利商店App的發展；創新商業模式O2O；全家便利商店個案分析

In recent years, Taiwan’s coffee industry has developed because of widespread application of AI and changes of consumer behavior, the changed types of coffee shops, updated sales types of channels to meet consumer requirement. It’s an important key factor in the rapid growth of market changes.This research focuses on how companies use smartphone"App" to produce a closer relationship with consumers' purchasing behavior. In the development of Apps, Taiwan convenience stores have launched innovative business models, using consumer trust and inertia as strategies to influence consumers' buying behavior, thereby making profits and expanding their business scope. Case study: Take Family Mart’s mobile application software as an example, based on the innovative business model O2O (Online to Offline), to discuss it through literature collection, and in-depth interviews:(1) How modern sales channels can influence the coffee sales market through the simple operation process of a web browser.(2) How can modern channels use Apps to generate more interactive communication with consumers, establish a diversified service relationship, and even further refine and integrate Online Merge Offline to achieve precise marketing.Research the case study of Family Mart, coffee sales have grown rapidly over the past five years. Since Apps has changed consumers' past consumption patterns, the competitors have also begun to pay attention to electronic business strategies and have invested in the new battlefield of Apps. Based on the analysis of innovative business models, the influence of Family Mart Apps is extremely far-reaching for the future development of the coffee industry. This study suggests that Family Mart should conduct differentiated operations, sell coffee by brand extension, change MENU, combine with digitalization, expand and cultivate younger consumer groups to enhance brand value by diverting consumers.Keywords: Taiwan’s coffee industry development; Development of Taiwan convenience store apps; Innovative business model O2O; Family Mart convenience store case analysis