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    题名: 新型態複合經營商店之經營模式分析—以茶館複合式便利商店為例
    作者: 熊國華
    贡献者: 溫肇東
    熊國華
    关键词: 茶館
    複合式便利商店
    茶藝館
    觀光茶園
    複合式茶餐廳
    Teahouse
    日期: 2005
    上传时间: 2009-09-11 17:48:52 (UTC+8)
    摘要: 複合式經營乃是企業為了滿足消費者需求,企圖在同一賣場中共同經營多個產業商品,以此達成商品多角化的目的,增加營收。而在消費者意識強烈的現今市場中,能夠結合消費者生活形態的商店將是經營趨勢。在本文中,將針對已經是人們生活中不可缺少的便利商店與早就融入一般人生活習慣中的茶產業,兩相結合做一研究,企圖提供傳統茶行轉型複合經營的一個方向,也拓展便利商店多角化商品的一個可行性。
    台灣的茶館產業主要分為三種類型:觀光茶園、茶藝館、複合式茶餐廳,於其中的觀光茶園及複合式茶餐廳是比較符合現代人的消費習慣,尤其台灣民眾在生活水平改善之後,對於富有寓教於樂的觀光茶園更有一番期待,而在簡潔、明亮的年輕訴求下,複合式茶餐廳也闖出一片天地,尤其刺激年輕族群喝茶。
    然而,觀光茶園及複合式茶藝館都是需要一筆資金才能投資經營的事業,而此對於那些亟思轉型的傳統茶館、茶行的業者來說,無異負擔更重,也因此提出一個投資成本較低的轉型方式,對於這些業者來說更是一個迫切需要的解決方案。
    因此,在本文中,將先針對便利商店及茶產業的現況、市場競爭環境、複合條件做一分析,並依據Hamel的經營模式基礎提出結合兩產業的複合式經營模式,並在此經營模式分析中提出可行的策略活動及經營方向。
    It is enterprises that the complex management attempts to deal in a lot of industry goods together in the same sales field in order to meet the consumer demand, so as to reach the purposes of the diversification for increasing the revenues. In the market now when consumer's consciousness is strong, the shop that can combine consumer's life style will manage the trend. So in this thesis, the purpose is to do the study to combine together of the tea industry and the indispensable convenience store of the life. It attempts to offer a direction for the traditional tea store to make a transition. It also expands the feasibility of diversification for the convenience store.
    The Taiwan tea industry except the traditional tea store, but also develop several business type. The Leisure Tea Garden emphasizes the function of recreation, education, and culture. The tea art house focuses on the culture aspect. The complex tea restaurant merges the modern and traditional conception. And the chain cold drink tea shop is seen everywhere by the road. All of them do a big effort to develop the new product to expand the tea industry. People who live in Taiwan or anywhere all like to drink ICETEA’s pearl milk tea. CHA FOR TEA combines the tea, tea meals, tea set and atmosphere to deliver the value to customers successfully. Wang De Chuan passes the bright red packaging of the teahouse, tea of different flavors is fragrant to let consumers experience after the charcoal fire is cured too. You can find many surprises and ideas in the tea industry that the proprietor innovate the tea product.
    The farmer’s association is trying to promote the Leisure Tea Garden industry. It not only offers consumers a good destination of recreation of the vacation, but also promotes the rural economy to upgrade. And the complex tea restaurant is the trend of the market in recent years, so this kind company not only set up the branch in Taiwan, but also expands the market to China and Japan even more.
    But some bottlenecks exist in developing in the general teahouse, for instance, staffs quit job causes the education and training question, the loyalty question of the brand, house rent cost are high. So teahouse industry proprietor can consider that form an alliance with the different product company, expand the product line, and share some expenses together. It has the benefit of reducing the operating cost, strengthening the competitive power, and diversifying the goods types, those can meet the consumer demand. Tea market is still growing up in recent years, and under the circumstances that some experiments of medical report are proved that tea is good for health. It causes the potential consumer population and purchasing power to grow up constantly, so tea companies need to pay more attention to improve the structure of the goods and offer service of making consumers satisfied, like this, the constant enlargement that the industry of tea could take advantage of this situation.
    There are three kinds of main types in the teahouse at the present stage: Leisure Tea Garden, tea art house, complex tea restaurant. These three kinds of types of operation have its main products and activities to let consumers experience the enjoyment of drinking tea each.
    The development which visits the Leisure Tea Garden combines the agriculture, education and characteristic that lies fallow, not only can stimulate the countryside to develop, can also let consumers of the city have places of a party during the vacation. Visit the activity which can be offered to consumers in Leisure Tea Garden and include the agricultural affair to visit, experience the course of make tea, brew tea and drink tea teaching, tea culture are recommend, can also hold various kinds of theme activities in slack business season according to the tea in addition, which will make visitors in the Leisure Tea Garden in an endless stream throughout the year. Among them, it is to visit the unique selling point in the Leisure Tea Garden to visit and experience the course of make tea with the agricultural affair, because consumers emphasize the health now. Customer do not want to eat agricultural products with residues of pesticides, so can introduce consumer's correct agriculture chemical occupation mode while visiting in agricultural affair. In addition, in the course of experiencing the making tea can let consumers feel the preciousness of the tea grower's working hard and tea.
    Inheriting from classical culture more in the tea art house, adopt more flowing water of flower garden, brick wood ,etc. And it builds the scene too in mounting, complement the works of drawing with the classic's poem etc. And it improves the cultural characteristics in the shop. The tea name which is also rich in the clever thought is the special feather of the tea art house. It has opened another kind of delight of life for guests. Because a kind of quietness that the tea art house give more consumers, quiet and tastefully laid out feeling. So the main activities and services that tea art house offer are brew tea and drink tea teaching, tea culture introduce, work of art appreciate and sell.
    The characteristic of complex tea restaurant is the function of pluralism and various that he offers, and it has merged more heterogeneous culture. It is simple and unsophisticated that the decoration of complex tea restaurant is different from the traditional tea art house too, and the substitute is a bright and clean, spacious and open design. The waiter or clerk prepares a pot of tea or a cup of tea well, let consumer just needs to taste and experience it carefully and slowly, the concept comes out to transmit 'drink tea may very much light actually, might not take heavy and complicated formality'. Although the service and activity offered in complex tea restaurant are still the teaching, tea culture recommend, the work of art is appreciated and sold. But drinking tea and eat meal are the main business. Its atmosphere builds letting not only younger generations and workers does not repel of it, fond of his environment instead. It can be the replacement of the coffee shop. By the way, customers not only go to coffee shop to have a get-together, but also can choose going teahouse to have a dinner party and have a rest voluntarily too. This can prove from ‘CHA FOR TEA’, ‘AZABUSABO’ crowd state of restaurant.
    Do the Analysis of the complex convenience store of teahouse by way of Hamel’s model now. Hamel proposes four major elements, whose are core strategy, strategic resources, customer interface and value network. And there are three ‘bridges’ linking the four elements, they are stated as follows:
    The complex convenience store of teahouse can set out from such an undertaking mission on the core strategy, and not only puts out the entity goods on the products and market range, even service of the virtual goods should be offered. Those can be consumed in the shop and take away are the main entity goods, and this part can be done a big innovation to make customer easily to buy, brew and drink. This will be the marrow of the difference foundation.
    On strategic resources, except it is apt to brew tea to offer to consumers. It is the key ability that the company needs accumulating even more to make the customer easy to buy and take, and this needs to encourage the staff to interact with customer to develop creative service and products. After that, the accumulating brand name, patent, customer's data and channel will be company's important strategic assets. And do the work to make the selling, purchasing, preparing the goods procedure in the information platform, which is the foundation to upgrade the competitive power.
    Configuration is the bridge to link core strategy and strategic resources. The main activity is to let staff have chance to experience other department’s work, let R&D and marketing person have chance to be a sales person to feel customer’s real request and puzzle.
    In customer interface, it needs marketing develop activities, sales activities and after-sale and support service. By these activities, it can find out new customer and maintain the existing relationship with the customer, and these will also maintain the customer's loyalty. On the information platform that has already had, develop the traceability system of production, let consumers experience the transparent advantages, realize the demands of the information. Under this kind interaction, the relationship between the company and customer must be reliable. Under the channel foundation in the convenience store, the supply chain relation and overhead will let the goods cost be reduced, and it will raise the products competitiveness.
    Customer benefit is the bridge to link core strategy and customer interface. The company can offer some convenient service to customers, like changing the goods within the time limit and re-curing the moist tea.
    Make up the value network by the way of supplier, partner, alliance. This can develop and sell the goods complementarily, and under the cooperation of honors, improve the sales volume of the goods to make a profit.
    Company boundary line is the bridge to link value network and strategic resources. It should give the manufacture work to the suppliers or the partners, and the company just needs to focus on the sale, manner of packing, research and develop some new convenient method to brew good tea.
    In addition, enterprise needs to pay much attention to get money, which can raise the efficiency through the large-scale production and experience curve, reach the uniqueness through small-size package, helping customer brew tea, smooth supply chain system and customer service system. All these strategic factors should be matched to reach a goal to get 25% net profits. Then, the enterprise can be managed continuously forever.
    致謝辭
    中文摘要
    Abstract
    圖目錄
    表目錄
    第一章 緒論及研究方法
    第一節 研究背景與研究動機
    第二節 研究目的與研究問題
    第三節 論文研究流程
    第四節 研究架構
    第五節 研究對象與限制
    第六節 研究方法
    第二章 文獻探討
    第一節 複合式經營模式
    第二節 異業結盟及通路合作
    第三節 企業營運循環模式
    第四節 產業外在環境分析與內部資源優劣分析
    第五節 創新服務
    第六節 商業模式
    第七節 共創價值
    第三章 便利商店與茶館產業現況與發展
    第一節 起源、定義與經營特色
    第二節 市場變化及經營狀況
    第三節 問題點及未來經營決策重點
    第四章 茶館經營型態分析
    第一節 觀光休閒茶園
    第二節 茶藝館
    第三節 複合式茶餐廳
    第四節 比較及整理
    第五章 茶館複合式便利商店之市場評估
    第一節 策略構面
    第二節 外在環境分析
    第三節 內在條件分析
    第四節 SWOT分析
    第五節 茶館複合式便利商店經營分析
    第六節 創新服務
    第六章 茶館複合式便利商店之經營模式
    第一節 核心策略
    第二節 策略性資源
    第三節 活動構造
    第四節 顧客介面
    第五節 顧客利益
    第六節 價值網絡
    第七節 公司界線
    第八節 財富潛力
    第九節 綜合整理
    第十節 市場行銷發展策略
    第七章 研究結論及建議
    第一節 研究結論
    第二節 後續研究建議
    參考文獻
    參考文獻: 1. Rob Bilderbeek and Pim den Hertog (1997), The interactiveness and innovative roleof technology-based knowledge intensive business services, (T-KIBS). TSER-SI4S-project,TNO-SI4S report no. 3, TNO Strategy , Technology and Policy, Apeldoorn.
    2. C.K.普哈拉、凡卡˙雷馬斯瓦米著,顧淑馨譯(2003),消費者王朝—與顧客共創價值,天下出版。
    3. Gary Hamel著,李田樹譯(2000),啟動革命,天下出版。
    4. 王玲(1997)著,中國茶文化,北京中國書店出版。
    5. 王聖博(2004),影響消費者購買決策因素之探討-以茶飲料消費者為例,國立成功大學高階管理碩士在職專班碩士論文。
    6. 池宗憲(2004)著,烏龍茶,宇河文化出版。
    7. 行政院農業委員會(2004),農業統計年報。
    8. 呂瑞萍(2001),宋代詠茶詞研究,國立臺灣師範大學國文研究所碩士論文。
    9. 宋、吳自牧撰《夢粱錄》,臺北大立出版社。
    10. 宋、宋徽宗撰《大觀茶論》。
    11. 宋、孟元老撰《東京夢華錄》,臺北大立出版社。
    12. 宋、蔡絛撰《鐵圍山叢談》,北京中華書局。
    13. 李京娜(2001),觀光休閒茶園經營成功關鍵因素與推廣活動之研究~以花東地區為例,國立彰化師範大學商業教育學系在職進修專班碩士論文。
    14. 李盈瑩(2001),複合品牌策略、核心資源、商圈生態類型對品牌權益影響之研究—以大台北商圈為實證,私立中原大學企業管理學系碩士學位論文。
    15. 吳思華(2000),策略九說-策略思考的本質三版,臉譜出版。
    16. 唐、封演撰《封氏聞見記》卷六<飲茶>。
    17. 陳俊良(2002),企業價值評估與創造策略之研究—以統一超商為例,國立政治大學經營管理學程碩士論文。
    18. 張振瑤(2001),不含酒精飲料產業轉型策略之探討,私立東海大學管理碩士學程在職進修專班碩士論文。
    19. 黃世賢(2003),知識管理應用於鹿谷鄉凍頂烏龍茶產銷之研究,私立大葉大學事業經營研究所碩士論文。
    20. 經濟部(2006),2006全國商業發展會議報告。
    21. 經濟部(1994),便利商店經營管理技術實務手冊(一版),經濟部商業司出版。
    參考網址:
    7-ELEVEN便利商店:http://www.7-11.com.tw/
    行政院農業委員會茶業改良場:http://tea.coa.gov.tw/
    行政院勞工委員會職業訓練局:http://www.evta.gov.tw/employee/emp/001/002/a093/index.htm
    全家便利商店:http://www.family.com.tw/
    福客多便利商店:http://www.nikomart.com.tw/
    天仁喫茶趣:http://www.chafortea.com.tw/
    描述: 碩士
    國立政治大學
    科技管理研究所
    91359026
    94
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0913590261
    数据类型: thesis
    显示于类别:[科技管理研究所] 學位論文

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