序曲咖啡廳

Abstract

中文摘要 此篇報告主要為行銷特色網美咖啡廳，與一般連鎖咖啡廳相比，創造其獨一無二的特色，進而吸引顧客前來消費，亦使咖啡廳市場競爭激烈。 其過程包括對公司、供應商、顧客及競爭者等因素進行內部環境分析；對社會文化、科技、人口統計及經濟等進行外部環境分析，以了解咖啡廳的內部資源與市場的外部機會。再結合SWOT分析，識別咖啡廳在市場中的優勢、劣勢、機會和威脅，並根據這些資訊進行STDP分析（市場細分、目標市場、差異化、定位），以確定最佳的市場策略。最後使用行銷4P分析，制定具體的行銷策略，進而拓展咖啡廳市場。 基於綜合分析結果，《Overture序曲》擁有穩固的顧客群和品牌優勢，但必須不斷推陳出新和調整策略，才能在競爭激烈的咖啡市場中脫穎而出、實現長期穩定的成長。因此建議序曲咖啡廳可於產品創新、價格策略、銷售渠道和推廣活動等方面進行調整，以增加顧客滿意度並提升市場占有率。

Abstract This report mainly focuses on the marketing of specialty online coffee shops. Compared with general chain coffee shops, it creates unique features, thereby attracting customers to come and consume, and also makes the competition in the coffee shop market fierce. The process includes internal environmental analysis of the company, suppliers, customers, competitors and other factors; external environmental analysis of social culture, technology, demographics and economy to understand the coffee shop's internal resources and external opportunities in the market. Combined with SWOT analysis, identify the strengths, weaknesses, opportunities and threats of the coffee shop in the market, and conduct STDP analysis (market segmentation, target market, differentiation, positioning) based on this information to determine the best market strategy. Finally, use marketing 4P analysis to formulate specific marketing strategies to expand the coffee shop market. Based on the comprehensive analysis results, "Overture" has a solid customer base and brand advantages, but it must constantly innovate and adjust strategies to stand out in the highly competitive coffee market and achieve long-term and stable growth. Therefore, it is recommended that Overture Cafe can make adjustments in product innovation, price strategy, sales channels and promotional activities to increase customer satisfaction and increase market share.