This research is on the chain coffee store. The case study is formulated by applying ¡§resources-building mechanism¡¨ (Feng-Lee Lin, 2009) to look into the business models adopted by different market players. The goal is to decompose each business model, pinpoint the difference, understand the cause and effect between business models and performances, and, one step forward, to predict the the management result.
In the ¡§resources-building mechanism¡¨ theory which defines a firm¡¦s physical-energy-spirit equivalents: physical to a firm¡¦s physical properties, energy to a firm¡¦s driving power, and spirit to a firm¡¦s frame of mind. Physical, energy, spirit are the three essential elements in the making of a resources. Each of the three elements interacts with one another. The resources-building relies on utilizing both a firm¡¦s internal and external resources. The internal and external resources optimization are mutually enhanced, interacted and ultimately merged. From the ¡§Resources-building mechanism¡¨ perspective to explain business model construction mechanism of chain coffee store and take the well-known coffee chain store as the object of study. The conclusions are drawn:
1. The business model of chain coffee stores is the aggregation of the interior ¡§product¡¨ and the exterior ¡§customer¡¨.
2. The business model is composed of service, management state, brand name, target customer, consumption and the market trend. All these factors interact with one another.
3. The performance of the market player is positively correlated with the coordination and conciliation of the above six factors. Therefore, by appraising the degree of conciliation, we can measure the effectiveness of management.
4. Forecast of the chain coffee store case management result:
The CITY CAFÉ ranks on top of the list in the evaluation, the manage result will be best among the four companies.85¢J coffee has sound adaptive degree, the manage result will be only inferior to CITY CAFÉ while Starbucks¡¦ (TAIWAN) adaptive degree is ordinary and the manage result will be inferior to CITYCAFÉ and 85¢J. Crown &Fancy CAFÉ¡¦s adaptive degree is bad, the manage result will be the worst among the four.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0109112-134830 |
| Date | 09 January 2012 |
| Creators | Hung, Liang-kun |
| Contributors | Jen-Jsung Huang, Feng-Lee Lin, Pei-how Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0109112-134830 |
| Rights | unrestricted, Copyright information available at source archive |
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