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https://nccur.lib.nccu.edu.tw/handle/140.119/157795
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| 题名: | 咖啡豆供應商之4C策略研究 – 以創始咖啡為例
Strategic Marketing Analysis of Coffee Roastery: A Case Study of Genesis Coffee Co., Ltd. |
| 作者: | 郭彥廷
Kuo, Yen-Ting |
| 贡献者: | 巫立宇
林智偉
Wu, Lei-Yu
Lin, Chih-Wei
郭彥廷
Kuo, Yen-Ting |
| 关键词: | 創始咖啡
商業模式
策略行銷4C
B2B行銷
咖啡產業
Genesis Coffee
Business Model Canvas
Strategic Marketing 4C Framework
B2B marketing
Coffee industry
Coffee roastery |
| 日期: | 2025 |
| 上传时间: | 2025-07-01 14:57:59 (UTC+8) |
| 摘要: | 近年來台灣咖啡市場快速成長，咖啡逐漸成為辦公室日常飲品之一。然整體市場呈現高度競爭的紅海態勢，加上國際咖啡生豆價格連年攀升，導致中小型烘焙業者營運成本壓力加劇，若無明確品牌差異與顧客黏著，極易陷入價格競爭與利潤壓縮的困境。
本研究以「創始咖啡有限公司」為研究個案，探討其作為熟豆供應商在B2B市場中，如何透過差異化的經營策略與顧客互動機制，有效降低顧客於交易過程中所承擔之各類成本，並建立長期穩定的合作關係。為此，本研究建構行銷策略4C架構，分別為外顯單位效益成本（C1）、資訊搜尋成本（C2）、道德危機成本（C3）與專屬陷入成本（C4），並透過實際營運情況，分析創始咖啡如何以低成本高信任的策略模式，在缺乏實體據點、廣告預算及產業競爭激烈的情況下，有效控制顧客的交易成本。
研究結果發現，創始咖啡透過EDM完整資訊、精簡化營運模式，以降低成本為原則，實質壓縮買方在交易中需付出的金錢與時間支出，達成外顯單位效益成本最佳化；同時運用LINE直接溝通與人際關係拓展，降低顧客資訊搜尋門檻；採用自主控管烘焙流程、導入食品安全與使用ESG計畫咖啡生豆，提升產品信任與顧客安全感；並透過配方客製化、OEM代工、課程規劃等價值延伸性服務，逐步建立高專屬性的合作關係與心理依附感。此策略模式使其在資源有限的條件下，仍能有效提升顧客黏著與品牌價值。
最後，本研究建議創始咖啡未來可朝制度化流程、品牌信任資產可視化與推薦機制建構等方向持續優化，強化其永續經營之體質，並作為中小型B2B熟豆供應商之經營參考案例。
In recent years, Taiwan’s coffee industry has experienced rapid growth, with coffee becoming a daily necessity in office environments. The coffee industry has also become increasingly saturated and competitive. Additionally, the continuous rise in coffee green bean prices worldwide has placed significant cost pressure on small to medium-sized roastery. Without a clearly differentiated brand position and strong customer retention, such businesses face high risks of price wars and profit erosion.
This study takes “Genesis Coffee Co., Ltd.” as a case study to explore how a specialty roasted coffee supplier in the B2B market strategically reduces various types of transaction costs in order to establish long-term and stable partnerships. To address this issue, this study constructs a “Strategic Marketing 4C Framework” consisting of: explicit unit cost (C1), information search cost (C2), moral hazard cost (C3), and switching cost (C4). Through daily operations and strategy analysis, this study examines how Genesis Coffee, despite limited resources, no physical storefront, and highly competitive industry, successfully builds brand value and customer loyalty by minimizing customer transaction costs.
The findings show that the company leverages comprehensive product information provided via EDM and a streamlined operational model to minimize costs, effectively reducing buyers' cost and time in transactions and optimizing explicit unit cost. Moreover, it utilizes food safety certification and ESG-certified beans to establish product credibility. It also simplifies the ordering process via LINE and word-of-mouth marketing to reduce information search barriers, and provides customized roasting, OEM services, and internal coffee training to reinforce long-term brand attachment and switching costs.
This study concludes that Genesis Coffee’s trust-based, cost-efficient model serves as a practical reference for small-scale B2B coffee suppliers. It is recommended that the company continue to improve operational standardization, enhance the visibility of its brand trust assets, and develop referral-based mechanisms to strengthen long-term competitive advantage and sustainability. |
| 參考文獻: | 台灣糖業公司(2024年3月). 探索「第四波咖啡」的文化革命. 擷取自 台糖通訊: https://www.taisugar.com.tw/monthly/CPN.aspx?ms=1506&p=13389548&s=13389554
巫立宇& 邱志聖. (2021). 銷售與顧客關係管理 (第二版). 台北市: 眾悅圖書出版股份有限公司.
邱志聖(2020). 策略行銷分析：架構與實務應用 (第五版). 台北市: 元照出版社.
魏紹揆(2025年3月7日). 經濟日報. 擷取自 咖啡豆夭壽貴 零售業者不買了: https://money.udn.com/money/story/5599/8593842
Global Information. (2024). Global Coffee Shops Market Research Report - Industry Analysis, Size, Share, Growth, Trends and Forecast 2024 to 2032. Value Market Research.
International Coffee Organization. (2025). Coffee Market Report.
KotlerPhilip, & KellerLaneKevin. (2021). Marketing Management (第 16th ed. 冊). Pearson Education.
OsterwalderAlexander, PigneurYves, & ClarkTim. (2010). Business Model Generation: A Handbook For Visionaries, Game Changers, and Challengers. New Jersey.
Smith, W. R. (1956). Product Differentiation and Market Segmentation as Alternative Marketing Strategies. Journal of Marketing, 21(1), 3-8. doi:10.2307/1247695
zhenhub. (2024年9月26日). Brewing Success: The Role of Logistics in the Global Coffee Supply Chain. 擷取自 zhenhub.com: https://zhenhub.com/blog/the-role-of-logistics-in-the-global-coffee-supply-chain/ |
| 描述: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
113363060 |
| 資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0113363060 |
| 数据类型: | thesis |
| 显示于类别: | [企業管理研究所（MBA學位學程）] 學位論文
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