咖啡產業是僅次於石油的世界第二大貿易商品，但由於咖啡交易存在的許多問題，供需失衡以及交易不公平等問題，因此在1998年咖啡生豆價格持續下跌，在2002年咖啡收購價格出現了近百年來的新低，造成了咖啡危機。 本論文以咖啡危機為背景，研究咖啡產業在目前貿易收入的不穩定現象與實施公平貿易之後產生的微妙關係，以多面向以及多層次的資料來分析咖啡交易的利與弊。 為了延續公平貿易機制為主的公平貿易咖啡，論文內容將以咖啡產業的各種個案，據以研究公平貿易的發展。並針對咖啡相關的公平貿易資料加以整理，就當前咖啡市場實施公平貿易之後所產生利弊問題當作本論文探討的主要方向。 此外，研究公平貿易機制與生產者的互動，從中了解農民真正的需求，有利於制定適合的標準與程序來因應不同國家不同條件的需求。 在公平貿易概念的定位與未來的轉變，會影響將來公平貿易政策的制定，在整合許多不同看法與作法下，是公平貿易將來所需要努力的方向。 爲順應國際社會的變遷，改善貿易文化與體質，成爲合作爲基礎的公民社會來說，全球貿易持續運作不可能停止，不是所有的貿易組織都可以改變貿易現況，所以不論自由貿易或是公平貿易，都應該體認到當今全球化下的貿易現狀是沒有轉圜的餘地，在這樣的環境之下，必須透過經濟與政治手段、康德文化認同與利益的內化、組織的設計與改造共同合作追求一個更好的世界。 關鍵字：咖啡、咖啡貿易、咖啡危機、公平貿易、公平貿易咖啡

藝術咖啡館之創業計畫 / The Third Place Café is determined to be more than an ordinary café; it will be an innovative fusion of specialty beverage shop and art entertainment studio to enrich people’s lives. As the name implies, The Third Place Café will offer a comfortable social space for one to escape the daily stresses of life and work, to meet friends, to enjoy great tasting treats, or to explore the esthetic sensibility and creative nature of oneself. The Third Place Café will serve premium hot and iced beverages and light snacks. We will use Fairtrade certificate coffee beans only. The Third Place Café will also exclusively feature art entertainment service to customers in two easy-to-do forms: 1) customizing jewelry, 2) painting on a canvas. All the required jewelry and painting supplies will be provided. The Third Place Café will be located in Taipei City Center, in the highly-visible alley off Zhongxiao East Road, where popular hangout and entertainment places are aggregated and with close proximity to art & culture landmarks; two MRT stations serve this area. Our target clientele will be young urban professionals aged between 25 to 44 years with a disposable income and interest in art. The Third Place Café will be operated as a general partnership by three partners. The total planned investment is about NT$ 3 million, NT$ 1.232 million for the start-up expense and NT$ 1.768 million for start-up assets. The Third Place Café anticipates sales of NT$ 4.08 million for the first year and increased sales of 10% per year in the second and third year. Our financial priority is to surpass break-even point early on and maintain a healthy average net profit margin of 15% or the first three years.

統一星巴克與City Café 各擅勝場搶攻咖啡市場 / The current study examines consumption habit for coffee users in Taipei and effects of branding on the consumption preference and the possible cannibalization effect of City Café on Starbucks. Through a study consisting of surveys of 108 Taiwanese citizens and a taste test involving 20 students, the following conclusions are made. 1) The findings show 55% of the Taiwanese population drinks coffee on a daily basis and concluded that selling more City Café could increase store revenue by bringing more customers into 7-Eleven stores. 2) The product awareness of City Cafe is gaining quickly with in-store advertising only and without much traditional advertisements; it is enough to have attracted daily drinkers at a rapid rate. 3) Starbucks customers and City Café customers differ in terms of feelings about importance of brand and willingness to pay more for coffee. City Café would not cannibalize Unipresident operated Starbucks walking customer sales if the stores were placed 4 blocks apart. 4) The “blind” and “open” taste tests show people are heavily influenced by brand in their determination of taste. The favorable response in our “blind” taste test compared to the “open” taste test led to the conclusion that a properly managed brand building campaign could increase sales significantly. In the study’s final section, I suggest ways of communicating brand awareness and quality reputation to the customer without infringing on Starbucks market niche. Unipresident seizes Brewed Coffee Market with Starbucks and City Café By Chien-Hui Kao

在台北設立一家多元文化咖啡廳，打破文化藩籬，提供來自各國的人交流空間。 / The gradual increase of foreigners and locals learning foreign languages in Taiwan is evident. The number of foreign residents in the country has increased in the last 8 years to almost 3.5 times from around 27,000 in 2006 to more than 92,000 in 2014. As the country quickly opens up to foreign cultures, cultural barriers still remain an issue. Tearing down cultural barriers between foreigners and locals seems like an ideal. Unfortunately, not many places offer alternatives to address this issue. CultureLink is a café/lounge that comes as a solution to this problem, offering a suitable platform endorsing cultural expression and exchange between foreigners and locals interested in other cultures, allowing them also to practice a newly acquired language outside a classroom setting through interactive activities and events. CultureLink’s first establishment will be located in the city of Taipei. Our revenue sources are based on both products sold within our establishment and arranged cultural events and services. Products will include food such as sandwiches, salads, and desserts, and beverages like coffee, beer, and wine. Our cultural events and services will include karaoke, dancing lessons, language courses, movie nights, multi-cultural nights, and a buddy program. Our key success factors comprise promoting interaction between locals and foreigners, having a high degree of community involvement, enhancing the customer experience, and a continuous improvement mentality. Our financial analysis proves the project to be profitable and desirable under its assumptions.

Hola Café & Culture is more than a regular Café, is an innovative concept mixing attractiveness of High quality coffee from Central America region and the new positive acceptance and influence of Latina American Culture in Taiwan. The main differentiator is exclusive traditional products, live music performance from Latin American artist and high-quality coffee all in one originally decoration that reminds the customer the best of Latin American culture. Our products include coffee beverages and beans, desserts, other beverages (Pinolillo & Rum Flor de Caña), 100% genuine leather bags and belts, handmade Nicaraguan ceramics. Our Café have a small stage with a projector and Karaoke with full surround system that can be rent as part of our services. The Café is located near Huashan Creative Park area a well center and highly traffic zone. Our targeted customers are young Taiwanese population from Taipei and Latin American residents and visitors. Hola Café & Culture will be part of a 2-person’s ownership with a total investment of $ 100,000, 23% belongs to expenses and 55% is Cash required for operation. The management will be assumed by one of the owners and will count with a staff of one full time barista and one part-time server. The sales volume is very conservative for the first year; coffee beverages will increase in 15% for year 2 and 3 and normalize by the rest of the 5 years. The rest of the products will experience a slow but solid increase. The Café will reach net profit from year 1 for a total of U$ 165 thousand in 5 years.

本論文係探究消費者購買咖啡各種過程，並了解茶的購買動機，藉此二點，以對廠商 在行銷策略廣告訴求上有所助益。 咖啡購買行為研究。 第一章：緒論：說明一、研究動機與研究目的二、研究範圍與資料來源三、研究架構 四、研究方法與限制。 第二章：台灣之咖啡市場與茶市場：說明一、咖啡市場之現狀二、茶市場之現狀三、 咖啡與茶之比較。 第三章：採討一、有關購買動機、市場區隔、品牌忠誠度等理論。 第四章：咖啡與茶之購買動機分析：下分三節一、個人屬性與咖啡之購買動機之關係 二、個人屬性與茶之購買動機之關係三、搜集資訊過程分析。 第五章：評估行為，購買決策及滿意程度分析：下分四節一、產品屬性分析二、品牌 印象三、品牌選擇與滿意程度。 第六章：咖啡市場之區別函數：下分二節一、區別分析之利用二、咖啡市場之區別函 數：又分（A）咖啡購買者之區別函數（B）重度使用者之區別函數。 第七章：結論及建議。

The coffee consumption in Asia has experienced an exponential growth in recent years, it's a combination of a world trend that has embraced coffee drinking culture and elevated it to a Craft level drink, as well as the influence of western cultures. We can observe a sustained growth in Taiwan since in the last 5 years the composition of imports reflect a constant shift to import better and higher quality coffees. In recent years the main cities of Taiwan have seen an increased amount of specialty coffee shop options that focus and growing interest and trend of consumers that have made coffee their daily beverage of choice. As a result Taiwan is now a renowned location because of its talented coffee people that have won in recent years international competition in all of the different categories. We can observe that the market has been segregated in two categories, the high end with Starbucks as the leader in its category, followed by many independent coffee shops that offer high end specialty coffee. In the lower end we have low priced coffee options offered in Chain store coffee shops and convenience stores. The average price of the high end is double the price of the low end options, creating a gap and a market that is currently not being addressed in the market. To be able to differentiate from the low end price options in the market and attract the right consumers to our stores, we will carefully curate our offerings based on market research to determine the right positive price and quality ratio for our consumers. Our product offering will include: Coffee drinks, light pre¬prepared food, as well as roasted coffee and coffee brewing accessories. Our Coffee Shops will create a unique coffee experience that engages the 5 human senses (sight, smell, touch, listening and taste), of the consumer when they enter our strategically located store in a high traffic area, where we will serve on-the¬go as well as 10 sitting tables of 3 people. We will hire coffee passionate consumer oriented Baristas that will familiarize and educate our consumer with the different coffee options available, while we prepare the coffee using innovative coffee preparation methods. With a initial investment of NTD$2,407,000, we expect to have a gross margin of 38%, while serving 450 consuming customers per month at the end of the first year, be cash positive in the 8th month, and be able to return our investment in the middle of the 2nd year.

台灣休閒咖啡館商業計畫書 / In Taiwan, have a cup of coffee have become part of the life of people who lives in the city. We cannot only buy the coffee in coffee shop like Starbucks, Barista, or Mr. Brown but also in convenient stores like 7-11 and Family Mart. These places provide different kinds and levels of coffee. This causes a fierce competition in coffee shop market. But this also indicates that the needs of coffee keep growing. Although lots of places provide coffee, only few of them provide quality coffee in a special and tasteful space. Most coffee shops are for people to sit down and talk and consumers don’t care if the coffee is good or not as long as it’s cheap. Actually from a cup of coffee, there are lots of things to talk about. From the history of drinking coffee, places that coffee bean grows, and people who live in those places. It will be fantastic if people know this information when having coffee. Form a cup of coffee, we know how to care about the world, and we don’t have to learn these things in a classroom but in a warm, elegant coffee shop. Le Moulin de la Galette will be a shop that not only provides good coffee, but also knowledge of coffee and the way to develop the culture of coffee. It will also be a place that the customer will gain a series of delightful experiences instead of just some products that you can have anywhere.

公平交易咖啡館商業企畫書:以經濟與社會脈動為基礎 / Fair Trade Café plans to open in spring 2011 and will be located in the Porter Square area of Cambridge, Massachusetts, USA. Fair Trade Café will seek to capitalize on the growing interest in fair trade by selling a complete line of fair trade coffee and tea products to consumers. Fair Trade Café is determined to become the number one choice for residents of the Porter Square area for all their café desires. Fair Trade Café will thus market itself both to the everyday coffee/tea drinker, as well as to progressive consumers who are interested in supporting long-term economically sustainable fair trade business. Fair Trade Café will be a limited liability corporation owned by Nicholas Kanter and Michael Kanter and four private investors. Both Nicholas and Michael have long been interested in working with fair trade products and are extremely enthusiastic about getting into the fair trade café business. Nicholas is a soon to be graduate of the prestigious International MBA program at National Chengchi University in Taiwan with a specialization in Marketing. Michael has over 35 years of business experience serving as CEO of Cambridge Naturals, a natural products store, as well as working as a consultant to numerous successful start-ups. Fair Trade Café will seek to lease a space approximately 300 sq/m in the Porter Square area of Cambridge, Massachusetts. Porter Square is a very busy and urban part of Cambridge that attracts significant foot, car and public transportation traffic both during the week and on the weekends. An initial amount of $180,000 will be required for start-up. Nicholas Kanter and Michael Kanter will each contribute $45,900, and the private investors will contribute $22,050 each.

本論文的研究主題在於補足對於近代早期英格蘭咖啡館「禮儀文化」研究的不足。藉由德國社會學家埃利亞斯的「文明進程」理論，我們不僅得以宏觀地理解長時段的「禮儀」發展脈絡，亦得以明瞭所謂的「禮儀」即是一種個體於人際互動中所展現的社會行為，而此行為講究的是對個體的各種言行舉止與心理情緒的控制、約束與調整。以「文明進程」理論為基礎，本文的目標在於從近代早期英格蘭「禮儀文化」的脈絡切入，以相對微觀的角度，藉助「區隔性」與「普遍性」、「真實性」與「虛偽性」兩組對立情勢考察咖啡館「禮儀文化」中「行為的呈現」與「內涵的詮釋」兩種層面的發展過程。 本文第一章的主題為「英格蘭咖啡館文化的建立與發展」。本章第一部份除了概述咖啡與咖啡館的東方起源與發展外，亦將描述英格蘭旅行家眼中的東方咖啡館樣貌。於第二部份，筆者則將談及在東方咖啡館文化的影響之下，牛津咖啡館與倫敦咖啡館的建立與發展。第三部份則敘述咖啡館的多元服務及其經營特色。藉由背景的鋪陳，本章試圖勾勒出英格蘭咖啡館逐漸成為重要社交聚會處的發展因素與過程。 本文第二章的主題為「英格蘭咖啡館的禮儀文化」。本章第一部份以「洛塔咖啡俱樂部」的建立作為咖啡館「禮儀文化」的具體萌芽基點，並試圖描繪「菁英群體」如何將英格蘭的「禮儀文化」帶進咖啡館，使其成為「有禮」且「有理」的談論場域。而在第二部份中，我們則將看到「菁英群體」與一般大眾如何在強調平等、包容與多元的咖啡館中，以「禮儀」的展現作為和諧相處的互動方式，並逐漸形塑一互敬互重、愉悅且平和的社交氛圍。於第三部份，筆者將考察於咖啡館中所建構的「禮儀文化」如何受到當代著名期刊《閒談者》與《旁觀者》的推崇與推廣。從1659年「洛塔咖啡俱樂部」的建立以至1714年《旁觀者》的停刊，從萌芽、建構以至推廣，本章重點即在於探究從復辟至18世紀初期，咖啡館文化與當代「禮儀文化」之間的緊密聯繫與相互影響的過程，一段從「禮儀在咖啡館」到「咖啡館的禮儀文化」之發展脈絡。 本文第三章主題為「英格蘭咖啡館的無禮文化」。於本章中，筆者將分別以四個部份，包括「時髦男子與紈褲子弟」、「八卦愛好者與造謠者」、「冒犯與衝突」及「咖啡館妓院」等各種違反「禮儀」規範的人群與言行舉止，談論咖啡館中的「無禮」現象。儘管每一種現象背後，均有其各自的發展脈絡，但它們所呈現出的樣貌，卻不約而同地對咖啡館「禮儀文化」的建構產生重大衝擊。然而，從當代對於這些「無禮」現象的嚴厲批判中，我們亦能反向印證咖啡館「禮儀文化」的影響性已深入人心。 綜觀上述，本文之核心論述脈絡即在於，以英格蘭咖啡館文化的發展作為基點，以「有禮」和「無禮」作為正面與反面的論證，考察英格蘭咖啡館「禮儀文化」的發展過程。