臺灣博碩士論文加值系統

70年初，臺灣經濟快速成長，一般人少在喝的茶，現今卻逐漸取代罐裝飲料的生活必需飲品。臺灣手搖泡沫紅茶發展，可從1983年春水堂於四維街創立店面而起，從賣泡沫紅茶的茶藝館，經過辣妹紅茶茶藝館，一直演變到目前無座位手搖茶外帶杯飲料店，百億商機無限大，也成為臺灣美食國際化另一項奇蹟，而台灣波霸奶茶更是打遍海外市場。手搖茶從消暑解渴飲品，提升至時尚多樣飲品，呈現出不同風貌與口味，除了反映飲茶文化下的在地情感，也見證了台灣飲茶文化的發展。
近年來食安風暴頻傳，國人飲食開始注重食安，手搖茶飲業飽受波及，各家業者紛紛以新鮮、天然做口號。因此，本研究乃以探討台灣手搖飲料店之發展，採用深度訪談的方式，從飲料店角度出發，探討目前業者經營態勢之方向。彙整相關文獻並提出訪談大綱，以訪談方式進行調查，共訪談3份有效樣本，並根據訪談內容整理出飲料店發展之經營態勢。分析後獲得結論如下：對於飲料店業者而言，重點在於要有高知名度的品牌，及符合大眾口味好喝的純天然飲料，及良好的服務品質。
關鍵字：手搖飲料、飲料店、訪談

At the beginning of the 1980s, Taiwan's economy grew rapidly, and most people were not drinking tea, and nowadays it replaced the necessities of canned beverage gradually. Taiwan’s handmade tea development, from the Chunshui tang of the Si-Wei street to create a store in 1983, from the sale of handmade tea shop, after the hot girl tea shop, has been evolved to the without seat of handmade tea shop, Billions of business opportunities, Taiwan has become another international food miracle, and Taiwan Boa milk tea is famous overseas market. Handmade tea raised to a variety of fashion drinks, showing different styles and tastes, in addition to reflect the tea culture of the local feelings, but also witnessed the development of Taiwan’s handmade tea culture.
In recent years, food safety problem happened frequently, people began to pay attention to food safety diet, spread handmade tea industry, the industry’s slogan is 「use fresh and natural material」. Therefore, this study is to explore the development of Taiwan’s handmade drink shop, use in-depth interviews, from the perspective of the handmade drink shop to explore the current situation of the industry business trend. The relevant literatures were compiled and the outline of the interview was made, and study by interview. Three valid samples were interviewed and the operating situation of the development of the handmade drink shop was sorted out according to the interview contents. After analysis, the conclusions are as follows: For the handmade drink shop business, the focus is to have a high reputation of the brand, and meet the public taste of delicious natural drinks, and good service quality.
Keywords: Handmade tea, Drink Shop, Interview

摘要 i
ABSTRACT ii
目錄 iii
表目錄 iv
圖目錄 v
第一章、緒論 1
1.1 研究背景及動機 1
1.2 研究目的 1
1.3 研究範圍與限制 2
1.4 研究流程 2
第二章、文獻探討 3
2.1 前言 3
2.2 手搖飲料的起源 3
2.3 加盟連鎖 3
2.4 服務品質 4
2.5 顧客滿意度 4
2.6 顧客忠誠度 4
2.7 食安風暴 5
2.8 進軍國際 5
2.9 SWOT態勢分析 5
第三章、研究計畫與實施 7
3.1 研究架構 7
3.2 研究對象 7
3.3 研究方法 8
3.4 實施步驟 8
3.5 資料處理與分析 9
第四章、資料分析與個人分析 11
4.1 受訪者背景 11
4.2 訪談資料整理 12
4.3 訪談資料分析 15
4.4受訪者飲料店的SWOT策略分析 16
4.5整體手搖飲料店之觀察分析 17
第五章、結論與建議 21
5.1 結論 21
5.2 管理意涵 22
5.3 台灣手搖飲料的下一步 23
5.4 未來研究與建議 23
參考文獻 25

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