Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/28941
標題: 國產精品咖啡消費偏好及利基市場發展策略之研究
A Study on Consumer Preferences and Niche Market Development Strategies of Domestic Specialty Coffee
作者: 高佳筠
Kao, Chia-Yung
關鍵字: 精品咖啡;specialty coffee;利基市場;聯合分析法;願付價值;niche market;Conjoint Analysis;willingness-to-pay
出版社: 應用經濟學系所
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摘要: 
全球資訊科技快速發展促進各國消費市場經濟快速連動,最明顯的例子之一乃是被視為嗜好品代表的咖啡產業。受國際化影響國人的咖啡消費習性快速轉變中,引發許多潛在咖啡業者正積極獲取國內這塊市場大餅。在主流大眾市場中通常存在著諸多尚未被滿足需求層次的利基市場(Niche Market),供給者若能有效地掌握目標族群,創造出其所需產品的附加價值,便能從中獲取更大的利潤。因此,本研究欲透過實證分析國產精品咖啡消費偏好以研判潛在利基來源,進而針對各利基市場研擬適用的發展策略。
首先根據Kotler (1980)提出利基市場所需的五大基本要素,以及參考沈仰東(2008)對利基市場的發展階段,將市售國產精品咖啡產品特徵細分為酸度、額外香氣、場域風格、包裝特色及價格等五個屬性構面及屬性細部水準,應用聯合分析法(Conjoint Analysis)以推估消費者對特定潛在偏好屬性之願付價值(WTP)。實證方法為透過隨機效用理論模型導得多元羅吉特模型,來推估代表樣本對國產精品咖啡各屬性的偏好程度。樣本以臺中城市咖啡合作店家抽取300個顧客進行16組替選偏好方案之評價。
實證結果顯示,眾多屬性水準中消費者對具有「創意個性」的場域建築風格平均每磅咖啡豆願意多支付206元,而特色包裝中「在地文化」與「手繪創作」則是願意多支付224元與276元。對於國產精品咖啡附加屬性組合中以「無酸度、花香、創意個性、在地文化」的願付價值最高(1333元/磅),次之為「無酸度、花香、自然風景、手繪創作」組合1179元。替選方案組合中屬性水準皆可能是製造差異化之來源,個別產銷業者應依自身優勢著力於不同屬性水準上以取得顧客的忠誠度。由之推論本土咖啡之潛在利基市場的區隔訴求可採取「場域風格」及「包裝特色」兩方向,而非單就咖啡品質上製造差異。
研究結果發現除了在咖啡品質上的提升外,透過營造創意個性建築及提供在地文化或創作元素提升國產精品咖啡附加價值以鞏固利基市場。根據消費者所表現的未被滿足的需求,將國內精品咖啡的利基來源界定出「在地創意素材包裝」、「氛圍情境實地體驗」、「在地服務共創價值」三個潛在利基市場,透過在地認同、情境服務將有限資源善加利用以發揮最大經濟價值,後續如何佔領利基市場甚至進入主流市場,都需倚靠有意進入市場業者自行發揮。

The advance of the technology turned the world the information transmitted is faster and faster. The produce consume or selling coffee is quite saturate in foreign. In Taiwan we can feel the consummation of the costumer have been changing in affection of the foreign. Many type of company is looking ambitiously this market. How ever, in traditional market still have niche market that haven’t satiate yet. If the company knows the needs of the costumer, they can use marketing to sell their products and get the profit. Through this study of the Specialty Coffee we can knows the preference of the costumers so can plan our strategy, using coffee shop of Taichung city for study we got 300 sample for empirical study.
According to Kotler (1980) he proposed five niche market with the necessary basic requirement and Yang Dong Shen (2008) thinks that the first works to enter to niche market is look for the niche product, and using Conjoint Analysis to knows the preference of the customers. This study have divided domestic Specialty Coffee into acidity, additional aroma, field style, specialty packaging and price of 5 attribute for doing analysis, using Random Utility Theory and multinomial logit model to estimate the sample on the domestic specialty coffee preference on each attribute, to measure the value of their individual WTP. Samples taken Taichung City coffee cooperative store of 300 customers for the 16 groups evaluation of programs for election preferences.
The empirical results show that among many attribute in the consumer "Creative personality" of the field style are willing to pay more per pound average $206, while "local culture" and "hand-painted art" of the specialty packaging is willing to pay $224/ lb and $276/ lb. We can see the pact "No acidity, smell, creative, the local culture" is the most wanted for the costumer and WTP is $1333/ lb, after is "No acidity, smell, Natural landscape, Hand-painted creation" customers WTP is $1179/ lb. Alternatives are possible combinations of attribute levels to create a source of differentiation, and individual marketing industry shall focus on their strengths in order to obtain different attribute of customers’ loyalty. In this result we inference the local niche market segment can be taken field style and specialty packaging, rather than solely on the quality of coffee on making a difference.
According to the performance of consumers’ unmet demand, the sources of domestic specialty coffee niche defining three potential niche market of "local creative packaging material", "atmosphere situational field experience" and "both service and local create value". Through the local identity, context service will be put to good use of limited resources to maximize the economic value. That how to occupy a niche market into the mainstream market follow-up are required to rely on themselves wishing to enter the market players.
URI: http://hdl.handle.net/11455/28941
其他識別: U0005-0408201317303400
Appears in Collections:應用經濟學系

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