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| Title: | 調製酒精飲品創新商業模式
Innovative Business Model In Cocktail Market |
| Authors: | 陳凱璿
Chen, Kai-Hsuan |
| Contributors: | 許牧彥
陳凱璿
Chen, Kai-Hsuan |
| Keywords: | 酒吧
調酒
連鎖
破壞式創新
Pub
Cocktail
Retailed
Disruptive innovation |
| Date: | 2019 |
| Issue Date: | 2020-03-02 11:36:14 (UTC+8) |
| Abstract: | 飲酒文化的 一路傳承，使台灣人對於飲酒的偏好一直十分蓬勃，但由於飲酒伴隨而之的行為，使得飲酒變得有些汙名化，並進而造成更加偏激的飲酒行為，使其身心健康受到影響 ，而 在近年來 狀況開始改變 ，台灣有這麼樣的一群人，他們一改過去的飲酒 偏好與習慣 不喜歡苦味而是偏好特殊的調味口感，不再牛飲而是喜歡細細品味 ，不單純為了沉迷於酒精而是享受飲品背後所帶來的故事 以及酒吧帶來的完整消費體驗；而在供給面，台灣同樣是人才輩出，無論是酒吧以及調酒師 皆 在國際舞台上大放異彩，新型態的調製酒精飲品不斷地被端在檯面，走向精緻化及高價化，但這 就造成了消費的隱形門檻，故 為滿足
此需求缺口，藉由現有飲料、咖啡甚至是超商門市，將調製酒精飲品連鎖化使酒精飲品的形象可以重新定位，成為一種令人「放鬆」的代名詞。本研究經由創新提案的制定進行市場分析，在透過與潛在客群的簡易訪談調查飲酒族群對 於現有市場的想法以及此新服務的接受程度，已訂立出一個能夠滿足現有需求缺口並且成本較低的營運計畫，在最後透過問卷調查分析，研擬一針對目標客群之破壞式創新商業模式。
Taiwanese drinking culture inherited from the ancient time to now, the preference of drinking alcohol is always strong. However, for the reason of the behavior after drinking, drinking activity is slightly stigmatized. In hence, more extreme behavior is arising and it harms health and safety of society. Recently, it starts to change that there ’s a group of people whose drinking habit and preference is not like before. They enjoy the cocktail rather than the bitter taste. They taste it rather than just drink it. They love the story behind the drinks and fully entertainment provide by the bar rather
than just ask for the alcohol. And in the supply side, numerous of talented Taiwanese bartenders are shining in the international stage. New style of cocktail is keeping appear and become more and more high class and high price . However, it makes a n invisible limitation. To satisfy the demand gap, by cooperating with current beverage store, coffee shop or even CVS, makes retailed cocktail brand. Redefine the image of it and makes it represent relax. This innovative business model is based on thorough analysis of industry history and consumer behavior survey. |
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
106364105 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1063641051 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000242 |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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