國立虎尾科技大學 產業分析 期末報告...
TRANSCRIPT
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().........................................12
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players................15
() .................................15
() ...................................17
() .........................19
() ...............................19
() ...............................................20
() .............................20
() ...................25
() .........................................26
() SWOT...................................30
() players..................36
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30
2002
1
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()
2003
()
35
--
2
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30
50
2000
6070
80
90
2000
3
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()
4
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KOHIKAN
Starbucks
5
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()
35
24H 85 C
85 C
6
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()
85 C
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7
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()
1.
a 7-11
b
c
d
e
2.
1998
100%2002 121%
2008
731 695
8
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()
1.
Cinnamon RoastCity
RoastFull-City RoastVienna Roast
Italian RoastFrench Roast
2.
///
9
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3.
4.
98
.
/ / /
10
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90.5 ~96 Espresso 18~22
()
1.
Substitutes
2.
1.
2.3.
1.2.3.4.
11
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()
()
100
200 50
200 250
()
12
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()
1.
a
b
c
d
e
13
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2.
87
14
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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
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3.
COFFEE SHOP
ecoffee e coffee shop
!
4.
1993 11 12
Dante Coffee""
1~2
16
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()
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
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() SWOT
SWOT
SWOT
Strength(Weaknesses)
(Opportunities)(Threats)
S Strength
W Weakness
30
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O Opportunity
10
T Threat
31
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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
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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
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() players
1.
Kotler(1998)
a. (Geographic)
b. (Demographic)
c. (Psychographic)
d. (Behavioral)
2. (Key Success FactorsKSF)
John R. Commons (limited Factor)
(1985)
(1988)
36
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KSF
Player
85 C
85 C
85 C
37
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(1)
(2)
(3)
DIY
38
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() 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
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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)