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餐饮业魅力品质与体验行销之研究—以85度C为例

【中文摘要】:餐饮业界的品牌公司:85度C咖啡蛋糕烘焙专卖店(以下简称为85度C),自2003年发迹至2012年为止,在全球金融海啸余波下,倚赖其连锁直营及加盟店的创新商业模式,仍能于竞争激烈市场中开创出非凡成就,实是值得探究。本研究主要目的是探讨85度C在台湾海峡两岸高雄市与上海市之门市营运中,藉其顾客于体验行销的过程里,所感知之服务品质内容的共通与差异处,进而了解其激发消费者持续性购买动机背后之关键的魅力品质。由此核心魅力品质与文献理论交互切磋验证所获致之心得及发现,以资日后相关产业在此两岸双城,甚或跨区经营之参考。     
本研究採用文献分析法、含参与观察法之田野调查、深度访谈法、焦点团体访谈法、扎根理论等。首先运用文献分析法探讨体验行销与狩野模型之理论内涵,并以两者做为理论架构,辅以田野调查之场域研究,据而编制访谈纲要做为半结构式访谈之研究问项基础。自2011年12月15日至2012年05月05日,研究者亲至两岸目标城市之各区门市进行深入访谈共36次(51人)、田野调查共11次、体验之口碑徵询共5次、3次加盟专线之调查、大众点评网等网站之口碑调查若干,以期发掘出顾客心中潜藏而激赏的魅力品质。
于两目标城市的顾客群对85度C魅力品质之体验感受研究中发现:
一、高雄门市: 「近乎零期待」,一个聊是非的地方,无负担,随意。
组成要素:1.地缘关係、2.有空的座位、3.平价环境。
二、上海门市: 麵包坊里面咖啡做得最好的,咖啡店里面麵包做得最好的。
组成要素:1.地缘关係、2.新鲜安全、3.性价比、4.产品多元、
5. 细腻「台湾」、6.年轻服务。
三、两岸双城门市共通观点: 从熟悉到亲切,因习惯而依赖的「聚点」。
组成要素:1.门市普及–方便 2.信任积累 3.融入生活–归属、亲切。
根据访谈调查之分析,本研究发现:市场定位影响顾客体验,且魅力品质随外在因素呈动态质变,需持续从定位中修正定位。 例如在适当条件下将产生「未

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知的期待」→ 「魅力品质」→ 「一元化品质」→ 「当然品质」→ 「下一项惊奇期待」之循环。但这仅止于特定条件下之流程,当条件改变时,「魅力品质」本身也可能迅速转化为「反转品质」,实乃因「魅力品质」等品质要素是依体验者于该阶段的感知而以动态流程来反映呈现。
建议: 体验行销提供者应避免理所当然的行销惯性,以及对内、对外毫无激励策略,导致向下沉沦、过

没时间修改论文,不用担心,文懂论文网修改论文专业,放心,先修改,后付钱

于依赖现有的魅力品质,忘却持续创新魅力的初衷,因为人的感知是随环境善变的。
【英文摘要】:Gourmet Master Co. Ltd. (85°C), a leading franchise brand in catering industry, was funded in 2003 in Taiwan. And by means of its creationary franchise business model 85°C has survived the 2007 financial crisis and is achieving a remarkable success.
The objective of this research, by means of experiential marketing, is to analyze the factors different and indifferent of Service Quality perceived by customers in 85°C shops between Shanghai and Kaohsiung. Thus, we are able to explore the critical attractive quality that induce customers’ constant purchasing motivation, and following the above conclusions there will be some reference applicable for related catering companies and industries with inter-region business.
The usage of research covers Literature Analysis (LV)、Field Research (FR) with Participant observation (PO) involved in、In-depth Interview (II)、Focus Group Interview (FG)、Grounded theory (GT). It begins with the LV to study the theoretical characteristics of Experiential Marketing and KANO Model. Experiential Marketing and KANO Model will be both used as the basic theoretical structure while the environment study of FR will be well referenced and applied. Finally the study will accordingly come up with its proposal of interview plannings and methods, which will instructively lead to the essentials of ques

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tionnaire used in the semi-structured interview.
In order to explore the accurate item (s) of attractive quality sensed by customers, during the date Dec. 15, 2011 to May 5, 2012 the researcher himself had visited the targeted shops in Shanghai and Kaohsiung and achieved 36 effective interviews (51 persons) in total, collected field research for 11 times, enquired experiential reputation for 5 times, contacted and followed up franchise cases for 3 times, and surveyed reputations of related websites.
Moreover, based on the experiential feeling with attractive quality on the customers in both cities, the study discovers that:
1. Kaohsiung’s 85°C: Almost Zero Expectation~simply be treated as a place for gathering and chattering.
Service Quality in sequence: (1). Location (2). Seat Vacancy (3).Low-Price
2. Shanghai’s 85°C: Best coffee in bread shop; best bread offered in coffee shop.
Service Quality in sequence: (1). Location (2). Fresh and Clean Food (3). Price-
Performance ratio (4). Plenty of Product options (5). “Exquisite Taiwan fashion” (6). Young employee
3. Characters in common in both-side shops: A place with feeling of familiarity and friendliness. Moreover, a gathering hot spot with centripetal habbit.
(1). Availability – numbers of shop in downtown. (2). Trust Accumulation
(3). A Sense of Community – Belonging and Easy
4. According to the analysis of interview, the study discovers that market positioning will affect customer experience. Due to the fundamental change of external factors, it seems necessary to make certain significant correction towards local-customer orientation. The correction of market positioning would be dynamic and fine-tuned constantly.
For example, under the conditional circumstances, there will be a positive circle
「Unknown expectation」 →「Attractive quality」→「One-dimension quality」→「Must-be quality」→「Next surprising expectation」
Nevertheless, the above process is simply available under specific conditions which include a particular time session. When condition(s) change(s) it could occur that the stage 「Attractive quality」quickly transforms itself to 「Reverse Quality」since the quality elements of Attractive quality are synchronously presented in a dynamic process according to the experiencer feeling in that stage.
Suggestion: The experiential marketing provider should not regard as natural the marketing inertia without any motive strategy, and be aware of the inactivation of attractive saturated factor which results in decreasing inertia of poor service and leaning on existing attractive quality. And never ignore or forget the original intention of persistent creation since people''s sense changes by environmental changes.
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  • 三、网路资料
  • 01. 85度C官网,2013,http://www.85cafe.com/html-c/company-history.htm。
  • 02. CMoney全曜财经资讯股份有限公司,2013,http://www.cmoney.tw/app/。
  • 03. CoCo都可官网,2013,http://www.coco-tea.com/。
  • 04. Dr.eye译典通,2014,http://www.dreye.com/ews//uw/word/view.php?id=10912。
  • 05. 中华人民共和国国家统计局官网,2013,http://www.stats.gov.cn/。
  • 06. 中华民国统计资讯网,2013,http://www.stat.gov.tw/lp.asp?ctNode=3465&CtUnit=1818&BaseDSD=29&MP=4。
  • 07. 丹堤官网,2013,http://www.dante.com.tw/。
  • 08. 公开资讯观测站,2013,http://mops.twse.com.tw/mops/web/t164sb03#。
  • 09. 多那之官网,2013,http://www.donutes.com.tw/。
  • 10. 行政院主计总处官网,2013,http://www.dgbas.gov.tw/mp.asp?mp=1。
  • 11. 怡克( Ikari Coffee ) 官网,2013,http://www.ikari.com.tw/main.php。
  • 12. 金鑛咖啡官网,2013,http://www.crownfancy.com/about.php。
  • 13. 洪艺玲,「台湾的贫富差距大吗? 」,中华徵信所,引自http://www.credit.com.tw/newweb/market/weekly/index.cfm?sn=80。
  • 14. 康和证券投资顾问(股)公司,2013,http://www.concords.com.tw/。
  • 15. 康彰荣,2014,「大陆贫富差距 续拉警报」,中时电子报,1月21日,引自http://www.chinatimes.com/newspapers/20140121000105-260203。
  • 16. 淡江大学资讯处,2012,http://gdc.tku.edu.tw/TodayNews/fcdtl.aspx?id=737。
  • 17. 淡江时报,2012,「魅力品质理论与魅力品质创造」,5月21日,第861期,http://tkutimes.tku.edu.tw/dtl.aspx?no=26329。
  • 18. 统一星巴克官网,2013,http://www.starbucks.com.tw/home/index.jspx。
  • 19. 陈美珍,2014,「採吉尼係数 台湾贫富相对平均」,经济日报,5月6日,引自http://udn.com/NEWS/FINANCE/FIN10/8656707.shtml。
  • 20. 富比士 ( 福布斯 ) 中文网,2012,http://www.forbeschina.com/review/201204/0016203.shtml。
  • 21. 羅多倫官网,2013,https://www.facebook.com/DoutorCoffeTaipei。
  • 来源:中山大学;作者:李圣贤
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