| 摘要: | 在21世紀初期，喝奶茶成為越南一種時尚風潮，除了眾多自有品牌, 也出現大量連鎖加盟店。本研究探討越南奶茶市場加盟經營之優缺點，採用集群分析研究奶茶消費族群之消費行為特性，並據此分析未來進入奶茶市場之危機與機會。在供給面，加盟經營現有品牌之優點有二：進入“奶茶市場”提高市占率最快的方式，投資資本比建立新品牌低；加盟缺點則是創造力被限制外，還需與特許授權方承擔業務風險。在需求面，依據消費者行為模式設計奶茶消費問卷，進行消費行為特性分析。就整體而言，購買奶茶最多的年齡層在18到35歲，女性比較偏愛飲用奶茶，購買原因多數為紓壓或聚會飲用，重視飲品的衛生、價格、品質與口感，最受歡迎的優惠依次為「買一送一」、「集點卡」與「訂單折扣」。經TwoStep集群分析後顯示，不同族群之消費者有不同的消費特性：學生族群（包括學生互聯網族和學生非互聯網族）比其他族群更偏愛奶茶、購買頻率高、注重潮流時尚，行銷策略的彈性極大。上班族（包括上班互聯網族和上班非互聯網族）比較實際，購買時注重價格、品質、衛生、優惠，只要針對這些特性做行銷會達到好的銷售量。最後，是自營商族（包括自營商互聯網族和自營商非互聯網族）屬於中-高所得，這集群對奶茶的偏愛度最低，因此對此族群行銷方案彈性不大、銷售量也不客觀。
越南人口結構年輕化、氣候炎熱潮濕、可預期將來越南的奶茶市場還有非常大的發展潛能。持續進入奶茶市場的眾多新品牌，將使奶茶市場競爭更激烈，如果不能掌握消費者的偏好，勢必被市場淘汰。
In the early 21st century, drinking milk tea has become a popular phenomenon in Vietnam. In addition to many private brands, there are also a large number of chain stores. This study explores the advantages and disadvantages of franchise operations in Vietnam's milk tea market, then utilizes cluster analysis to study the consumption behavior characteristics of consumer groups, and accordingly analyzes the crises and opportunities of entering the milk tea market in the future. On the supply side, the advantages of franchising existing brands consist of two points: first, entering the milk tea market is the fastest way to increase the market share with the investment capital lower than the establishment of a new brand; the disadvantages of joining in is the limitation of creativity and license requirements, it also needs to undertake business risks with the franchisor. On the demand side, according to the consumer behavior pattern, a questionnaire was designed to analyze the characteristics of consumption behavior. On the whole, the age group with the most purchase of milk tea is between 18 and 35 years old. Women prefer to drink milk tea. The reasons for buying milk tea are mostly stress relief and party drinking. Consumers pay greater attention to hygiene, price, quality, and the taste of the drink. The popular discount offers are: “buy one get one free”, “loyalty card” and “order discount.”
Based on the analysis of the Two-step cluster, the research shows that consumers of different groups have different consumption characteristics: students (including Internet Group and non-internet group) prefer milk tea more than other groups do, are frequent buyers, pay attention to the fashion trend and have great flexibility in marketing strategies. Then, office workers (including Internet workers and non-internet workers) are more practical. They pay attention to price, quality, hygiene, and preferential treatment when purchasing. As long as the marketing plan are targeted for these characteristics, they will achieve good sales. Finally, the self-employed business (including the Internet self-employed and the non-internet self-employed) belong to the middle high-income group that has the lowest preference for milk tea. Therefore, the marketing scheme for this group is not flexible and the sales volume is not considerable.
Vietnam has a young population structure and the climate is hot and humid. It is expected that the milk tea market in Vietnam will have great development potential in the future. Many new brands that continue to enter the milk tea market will make the competition in this market more intense. If we cannot grasp the consumers' preferences, we will be eliminated by the market. |
