|
In the past, coffee was not popular in general people. It was regarded as the exotic luxury drink for Taiwan nobility . Along with economic recovery and well-known coffee shop chains stationed in Taiwan, coffee has gradually become popular. At that time, the first coffee shop was stationed near Zhongshan Hall, and others were around Taipei. Since 1998, CCA(Council for Cultural Affairs) promoted the” Reuse of Vacant Spaces”, the concept of reusing old spaces has spread around. By that time, many spaces are planned to be artistic spaces where people can attend artistic activities and also have a cup of coffee. Moreover, the movement of ”Old house movement” which started from Tainan also raised people awareness of reusing old house and continued historic beauty which represent the inseparability of the Architecture and people.
This study aimed at analyzing business strategy and space design of old house coffee shops. Choosing 8 old coffee shops(contains single and chains store) at Taipei city to investigate its differences. This study focus on two contents, business strategy and space design. Business strategy contains consumer market, branding positioning, Product Features and image positioning…etc. Analysis of space design contains basic information, atmosphere, space forms and management of reusing the old houses. These old coffee shops have its unique elevations and also featured with its space design. Throughout creative and ideas, it highlights its own brand identity and also hold the position in the market. A successful coffee shop not only featured with its high quality coffee, but also need to make some efforts on its business strategy or space design in order to create its unique spot which can continually catch people attention.
The results find out that Coffee shop chain which is well-known attract customers by its band image and the unique of its store；On the other side, independent coffee shops are featured with unique style and a distinctive image positioning. By creating comfortable atmosphere in the coffee shop ,it can enhance belonging and loyalty of customers to the stores. Coffee shops have gradually diversified in its business strategy and space design. Not only the good taste but also a variety of consumer experiences can attract people attention. Overall, coffee shop chain take actions and care the social issues to express their kindness instead of directly showing on its space design. Independent coffee shops make efforts both on its business strategy and space design. Featuring its visual design and also have their own ideas on the strategy；taking care of customers inner feelings and interaction can enhance their sense of identity and belonging.
|