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'爲何星巴克漲價 超商卻不跟進？原因揭密'

'/uploads/allimg/170403/3-1F403105933b2-lp.jpg'

'爲何,巴克,漲價,超商,卻不,跟進,原因,揭密,爲何,巴克,'

'星巴克調漲商品售價，漲幅最高達16%，不過其生意未受影響。(本報系資料照片) 連鎖咖啡品牌包括星巴克、85度C等，近期接連宣佈調漲產品售價，但同樣在賣咖啡的便利商店卻表明不跟進，爲何明明是賣同種商品，定價策略卻截然不同呢？ 東方線上副總監楊少夫撰文'

'184'

'1'

'中時電子報'

'9'

'/views-97587'

'0'

'0'

''

'2017-04-03 10:59:06'

'2017-04-03 10:59:02'

'96818'

''

''

''

''

''

''

''

''

''

''

''

''

NULL

'<div style="text-align: center;">
	<img alt="" src="/uploads/allimg/170403/3-1F403105933b2.jpg" style="width: 656px; height: 424px;" /></div>
<div class="pic" style="border: 0px none; margin: 0px 0px 15px; outline: none 0px; padding: 0px; width: 645px; position: relative; clear: both; color: rgb(51, 51, 51); font-family: &quot;Microsoft JhengHei&quot;, sans-serif; font-size: 18px; text-align: center;">
	<figure style="border: 0px none; margin: 0px; outline: none 0px; padding: 0px;">
		<figcaption style="border: 0px none; margin: 0px; outline: none 0px; padding: 10px 15px; background-color: rgb(239, 239, 239); color: rgb(109, 109, 109); word-break: break-all; font-size: 0.9em;">星巴克調漲商品售價，漲幅最高達16%，不過其生意未受影響。(本報系資料照片)</figcaption></figure>
</div>
<p style="border: 0px none; margin: 0px 0px 30px 12px; outline: none 0px; padding: 0px; font-size: 18px; line-height: 1.7; color: rgb(51, 51, 51); font-family: &quot;Microsoft JhengHei&quot;, sans-serif;">
	連鎖咖啡品牌包括星巴克、85度C等，近期接連宣佈調漲產品售價，但同樣在賣咖啡的便利商店卻表明不跟進，爲何明明是賣同種商品，定價策略卻截然不同呢？</p>
<div id="div-gpt-ad-1489561879560-0" style="border: 0px none; margin: 0px; outline: none 0px; padding: 0px; color: rgb(51, 51, 51); font-family: &quot;Microsoft JhengHei&quot;, sans-serif; font-size: 18px; height: 1px; width: 1px;">
	&nbsp;</div>
<p style="border: 0px none; margin: 0px 0px 30px 12px; outline: none 0px; padding: 0px; font-size: 18px; line-height: 1.7; color: rgb(51, 51, 51); font-family: &quot;Microsoft JhengHei&quot;, sans-serif;">
	東方線上副總監楊少夫撰文分析，對多數消費者來說，便利商店是每天購買咖啡的場所，一漲價會引起顧客的大力反彈；相比之下，偶爾滿足顧客咖啡需求的連鎖咖啡店價格彈性則較高，加上品牌力強，一段時間後消費者自然會接受新的商品價格，由此便可憑斷出商家調整定價的關鍵。</p>
<p style="border: 0px none; margin: 0px 0px 30px 12px; outline: none 0px; padding: 0px; font-size: 18px; line-height: 1.7; color: rgb(51, 51, 51); font-family: &quot;Microsoft JhengHei&quot;, sans-serif;">
	楊少夫引用東方線上調查數據指出，近年來現煮咖啡幾乎是咖啡族的首選，近3個月曾飲用過「現煮咖啡」佔全體咖啡飲用者的比例，從2014年的79%提升至2016年的85%，而現煮咖啡的通路選擇，又以便利商店和連鎖咖啡店最多。</p>
<p style="border: 0px none; margin: 0px 0px 30px 12px; outline: none 0px; padding: 0px; font-size: 18px; line-height: 1.7; color: rgb(51, 51, 51); font-family: &quot;Microsoft JhengHei&quot;, sans-serif;">
	再從數字分析來看，可發現消費者近3個月「完全沒有去」連鎖咖啡店的比例，從2014年的61%下降至2016年的55.3%，但消費頻率多爲「2週一次或更少」，顯示連鎖咖啡店的市場還在成長，不過消費者只視爲「偶一爲之」的生活樂趣，並不是爲了滿足每日上班提神的需求。</p>
'

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'爲何星巴克漲價 超商卻不跟進？原因揭密_咖啡資訊_咖啡新聞_中國咖啡網'

'爲何,巴克,漲價,超商,卻不,跟進,原因,揭密,爲何,巴克'

'星巴克調漲商品售價，漲幅最高達16,，不過其生意未受影響。(本報系資料照片) 連鎖咖啡品牌包括星巴克、85度C等，近期接連宣佈調漲產品售價，但同樣在賣咖啡的便利商店卻表明不跟進，爲何明明是賣同種商品，定價策略卻截然不同呢？ 東方線上副總監楊少夫撰文'

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