D9550103D9427157D9427216D9473282D9473456D9550000

97

-

P.1

P.2

P.3

P.5

- P.6

P.7

P.31

P.43

P.45

P.47

P.53

ePaper(2008 )

-

1 ePaper(2008 )

97%

30 7-11

2 ePaper(2008 )

1971 1970s Melville

HermanMoby DickStarbuckSTARBUCKS Howard Schultzs

1980s 1982

1990s ( ) 2000s 30 6000

3 ePaper(2008 )

1971 4 STARBUCKS STARBUCKS (Gerald Baldwin)(Gordon Bowker) (Zev Siegl)(Alfred Peet)STARBUCKS STARBUCKS STARBUCKS STARBUCKS Howard SchultzSTARBUCKS 1984 4 1984 STARBUCKS STARBUCKS STARBUCKS 1987 STARBUCKS STARBUCKS STARBUCKS ESPRESSO S.A.R. (/ )

4 ePaper(2008 )

5 ePaper(2008 )

1971 (Starbucks)

(Starbuck)

: 1998 1 1 St-

arbucks Coffee International Starbucks Coffee

Starbucks Coffee International Starbucks Coffee Company Star-bucks Coffee Company Starbucks Coffee

1967

1978

StarbucksCoffee Company

Starbucks 2002 220 ( 2008 7 )

6 ePaper(2008 )

1.

O

//

O

X

O

O

O

O

7 ePaper(2008 )

2.

O

O

X

X

O

O

X

8 ePaper(2008 )

3.

O

O

O

O

X

O

X

9 ePaper(2008 )

4.

1995

:

10 ePaper(2008 )

5.

X

4 1,000

-

11 ePaper(2008 )

6.

DC

12 ePaper(2008 )

7.

POS

X

POS E-mail

X

X

8.

13 ePaper(2008 )

30 40 POS 20

POS DC

X

X

O

POS

O

O

DC(Distributor Center) Singapore()UK()Amsterdam() Carson Valley,Nev

14 ePaper(2008 )

O

X

15 ePaper(2008 )

9.

X

X

O

pos pos

O

O 4

O

X

16 ePaper(2008 )

10.

X

X

O

7-ELEVEN

O

O

O

17 ePaper(2008 )

X

11.

X

O

O

O

O

O

X

!

18 ePaper(2008 )

12.

X

O

O !

O

O

O

19 ePaper(2008 )

Grow Roast Brew Aroma

O

13.

O

O

O

-

20 ePaper(2008 )

O

O (())

O

O

21 ePaper(2008 )

14.

O

O

O

O

O

O

O

22 ePaper(2008 )

15.

O

O

O

O

X

O

O

100

23 ePaper(2008 )

16.

O

O

O

O

()

X

O

O

24 ePaper(2008 )

17.

O

O

O

O

O

O

O

25 ePaper(2008 )

18.

O

O

O

:

O

(:)

O

O

O

26 ePaper(2008 )

19.

O

O

X

X

X

X

X

27 ePaper(2008 )

20.

O

O

O

O

X

O

O

28 ePaper(2008 )

21.

O

O

X

X

X

X

X

22.

O

O

X

X

29 ePaper(2008 )

30 ePaper(2008 )

X

O

O 85

23.

O

O

X

X

X

O

O

1.

A01

C05

A16A01

A16

A18

D05

C14 8

G1

G15

31 ePaper(2008 )

A16C05 A16D05 A16C14 A01A18 C05A18 D05A18

32 ePaper(2008 )

C14A18 A18G15 A16G18 2.

A13

G15

F13

C13

A17

F15

33 ePaper(2008 )

: A13A17 C13A17 F13A17 A17G15 A17F15

34 ePaper(2008 )

3.

E04

B14

A18

B05

C04

G18

C16

A06

E09

35

04B14

14A18

04B05

05A18

04A06

06E09

E B C B C A E09C16 C16G18

36 ePaper(2008 )

4.

B15

C12

B17

E17

E11

D12

E12

G12

G15

37 ePaper(2008 )

15E11

15E12

11E12E17

12D12G12

17G12B17

B17G15

B B E C E

38 ePaper(2008 )

5.

C07

C03

D03

C08

D08

C09

D09

G08

G09

D10

G03

39 ePaper(2008 )

G10

C07 C03D03 G03 C07 C08D08 pos C07 C09D09

40 ePaper(2008 )

G08G09 D10 G10 6.

C13

D13

B17

G13

G15

F18-23

41 ePaper(2008 )

42 ePaper(2008 )

G15 v.s F18 ~ 23

C13D13B17

C13D13G13

B17G13G15

1. C13 VS. B15

2. A18 VS. C15

3. D07 VS. C08

4. C13 VS. G17

5. C16 VS. G15

43

6. A23 VS. G15

7. B11 VS. C12

1. G16 VS. E10 ()

2. G16 VS. F18

44 ePaper(2008 )

....

85bean stock

45 ePaper(2008 )

46 ePaper(2008 )

CD

1.

47

2.

48 ePaper(2008 )

3.

49 ePaper(2008 )

4.

50 ePaper(2008 )

5.

51 ePaper(2008 )

52 ePaper(2008 )

6.

1. / 2007[ 96]

2. : / . (Joseph A.

Michelli); : .

, 2007[ 96]

3. / 2007 03 08

4. : Latte/../

2008.05[ 97]

5.

2008/07/28

6. / 2008/01/01

7. /2007/03/17

8. : : /,

: , 94

9. / 2001 10 05

10. / 2006.05.02

11. Rubinfeld,Arthur 2005[ 94]

12. : / . (Joseph A. Michelli); : . , 2007[ 96]

13.

1.

2008-11-12//A8 /

53 ePaper(2008 )

2.

2008-11-11B6/ 3. iCashETC

2008-11-07B2 4.

2008-11-05//A5 /

5. 2008-10-27//AA2 /

6.

2008-10-24//E3 /

7. 2008-09-20//D9 /

8.

2008-08-20/Upaper/9 / 9.

2008-08-17//C1 /

10. 1 9%

2008-08-01//A9 /

11. 1000 2008-07-30//A7 /

12.

2008-07-08//C2 /

54 ePaper(2008 )

13.

2008-07-04//C2 / 14. 600

2008-07-03//AA1 / 15.

2008-07-03//D8 / 16.

2007-10-01//1036 /P.160 17.

2006-10-16//986 /P.162

18.

2006-08-07//976 /P.076

19.

2006-05-08//963 /P.140

20.

2006-02-20//952 /P.130

21.

2004-02-16//847 /P.120 22.

2003-08-04//819 /P.125 23.

2001-06-04//706 /P.132

55 ePaper(2008 )

24. 2001-12-03//732 /P.114

25.

2000-05-29//653 /P.214

26.

1999-03-22//591 /P.104

27. 73

2007/7/12 1025

28. 7 /2007 104

1. //91//091CYCU5221014

2. - //93//093PCCU1742002

3. - //90//090PCCU0571004 ;

4. //95//095SCU05121051

56 ePaper(2008 )

5. --- //92//092NCCU5208008

6. //89//089NTNU0136021

7. 2007

http://ethesys.lib.fcu.edu.tw/ETD-search-c/view_etd?URN=etd-0814108-225419

8. -2006 http://ethesys.lib.fcu.edu.tw/ETD-search-c/view_etd?URN=etd-0223107-121601

9. - (90)

10 2007 11. 923151

2006/12/07 12.

13. 2007

1. vs.85 C / (2007)363

1.

http://www.starbucks.com.tw/home/

2. Starbucks Coffee Company

http://www.starbucks.com.hk/zh-hk/

3. - ,

57 ePaper(2008 )

http://zh.wikipedia.org/wiki/%E6%98%9F%E5%B7%B4%E5%85%8B

4. Starbucks Coffee

http://www.starbucks.com/

5. -- http://www.businessweekly.com.tw/webfineprint.php?id=27637

6. Cheers:

http://www.cheers.com.tw/doc/print.jspx?id=402881e8134e403a01134e45937805de

7. -

http://www.cw.com.tw/search/event.do?event=GeneralSearch&keyword=%E6%98%9F% E5%B7%B4%E5%85%8B

8. - Yahoo!+

http://tw.knowledge.yahoo.com/question/question?qid=1405121919077

9. - Yahoo!+

http://tw.knowledge.yahoo.com/question/question?qid=1607033003308&q=1008012104428&p=%E6%98%9F%E5%B7%B4%E5%8

10. 61 http://www.gmp.org.tw/newsdetail.asp?id=7101

11. ||

http://news.chinatimes.com/CMoney/News/News-Page/0,4442,content+110601+112008111300379,00.html

12.

http://www.epochtimes.com/b5/8/1/25/n1990745.htm

13. : 4P (pdf) http://www.shs.edu.tw/works/essay/2007/03/2007032911495353.pdf

14. [] 07' (I) : | Christabelle

http://www.christabelle.idv.tw/archives/551

15.

http://www.nccu.com.tw/2107

16. by

58 ePaper(2008 )

http://www.1001yeah.com.tw/article/010137-S.htm

17. MSN -

http://news.msn.com.tw/news1045438.aspx

18. !

http://www.gmp.org.tw/newsdetail.asp?id=7171

19.

http://tw.myblog.yahoo.com/jw!EpmwHZ6UBRpmkOPYAFGXoI8-/article?mid=601

20. ---

http://tw.wrs.yahoo.com/_ylt=A3eg8p.EFx5JcfAAI_pr1gt.;_ylu=X3oDMTBzYnRpMWs1BHNlYwNzcgRwb3MDMzAEY29sbwN0dzEEdnRpZAM-/SIG=12kqsvh4e/EXP=1226795268/**http%3a//www.businessweekly.com.tw/webarticle.php%3fid=27637%26p=1

21. ___

http://financenews.sina.com/focusnews/2008/0109/538.html

22.

http://www.disonic.com.tw/Success/Card_Starbucks.htm

23. : |

http://www.aestheticeconomy.com/blog/?p=24

24. -

http://www.eslite.com/product.aspx?pgid=1001114561663014

25. _ http://financenews.sina.com/MarketWatch/000-000-107-108/301/2008-07-30/070044924.html

26. ---cnYES

http://news.cnyes.com/dspnewsS.asp?rno=6&fi=\NEWSBASE\20081027\WEB2281&vi=33905&sdt=20081025&edt=20081027&top=50&date=20081027&time=18:00:01&cls=index1_totalnews

27. : - -

http://big5.cri.cn/gate/big5/gb.cri.cn/18904/2008/08/05/2865s2178546.htm

28. 59 ePaper(2008 )

http://tw.epochtimes.com/bt/5/9/1/n1037472.htm

29.

http://news.epochtimes.com.tw/8/2/14/77334.htm

30. ! 1

http://www.tcoc.org.tw/(A(jf8p2qljyQEkAAAAM2I4YTllOTEtMmExMy00YzcxLWI2ZWQtZDRjNmFjNDRmYTY1M9zxaNaTMDbn6iwApY5yhEuWAQE1)S(wnakofu55hjzqozkmg3ayl55))/IS/Dotnet/ShowArticle.aspx?ID=38476&AspxAutoDetectCookieSupport=1

31. 30hf

http://www.worldvision.org.tw/news/aboriginehope.htm

32. -Yahoo!

http://tw.news.yahoo.com/article/url/d/a/081027/4/18c9k.html

33.

http://ntu.elearn.hinet.net/v30/album_2006starbucks.jsp

34. 600

http://www.rti.org.tw/News/NewsContentHome.aspx?NewsID=117009&t=1

35. STARBUCKS vs.

http://www.tbweb.com.tw/tbdoc/tbsd03.asp?docs=sbb2005-05-24

36. | | | !

http://udn.com/NEWS/WORLD/WOR2/4596286.shtml

37. -

http://www.ttv.com.tw/096/12/0961222/09612224736804I.htm

38. >:

http://www.books.com.tw/exep/prod/booksfile.php?item=0010330111

39.

60 ePaper(2008 )

http://tech.digitimes.com.tw/print.aspx?zNotesDocId=0000043371_A3E4472T8I8OV6Q04IKV2

40. STARBUCKS| Beta2.0

http://www.bnext.com.tw/LocalityView_6339

41. udn - - - ?

http://mag.udn.com/mag/world/storypage.jsp?f_ART_ID=104962

42. (PDF)

http://www.ba.nfu.edu.tw/Chinese/download/PwuTsai/BB14.pdf

43. - :

http://www.libertytimes.com.tw/2008/new/apr/6/today-e6.htm

44. () _

http://tw.wrs.yahoo.com/_ylt=A3eg86gnHh5Jd1QB2iFr1gt.;_ylu=X3oDMTBzc21idDBpBHNlYwNzcgRwb3MDODYEY29sbwN0dzEEdnRpZAM-/SIG=1397qqubu/EXP=1226796967/**http%3a//big5.ce.cn/gate/big5/mba.ce.cn/office/qzbsh/200701/12/t20070112_10070812.shtml

45. - 600

http://www.libertytimes.com.tw/2008/new/jul/3/today-life4.htm

46. " Starbucks

http://blog.libraene.com/tag/%E6%98%9F%E5%B7%B4%E5%85%8B-starbucks

47. | -

http://e-info.org.tw/taxonomy/term/9670

48.

http://www.tcfa.org.tw/asp/dyna_detail.asp?sn=9173659&class=2

49. - -

http://www.youthwant.com.tw/event/foncafe/cafelist.php?g=A

61 ePaper(2008 )

50. ,--

http://news.sina.com.tw/article/20080919/859585.html

51.

http://elc.it.lhu.edu.tw/LHUIT/bulletin/controlbulletin?event=show_board&num=74

52. "

http://www.tbweb.com.tw/tbdoc/tbsd03.asp?docs=SBB2007-05-18

53. - Web2.0

http://www.gvm.com.tw/Forum/content_print.aspx?ser=12764

54. HiNet --

http://times.hinet.net/times/magazine.do?magid=2140&newsid=1378341

55. AOL-- | 4.7%

http://money.aol.tw/post/47512

56. ?:--

http://news.sina.com.tw/article/20081027/1004077.html

57. :

http://big5.huaxia.com/sw/szjy/00046302.html

58.

http://www.ctjob.com.tw/EnterprisesNews/News.aspx?ArticleId=6581

59. http://www.atchinese.com -

http://www.atchinese.com/index.php?option=com_content&task=view&id=30643&Itemid=39

60. , - Yahoo!

http://tw.finance.yahoo.com/news_content/url/d/a/081112/3/183bh.

62 ePaper(2008 )

html

61. - _

http://myap.twroam.org.tw/Conagent/ViewConagent.aspx?ID=16

62.

http://www.brp.com.tw/NewsPaper/NewsDetail.asp?ID=N0800000501427

63. (4337)---

http://www.cnyes.com/hkstock/hk_symbol.asp?symbol=4337

64. (PDF)

http://www.ibs.ncnu.edu.tw/file/project/2005/9.pdf

65. - !

http://www.ctjob.com.tw/JobNews/JobNews30.aspx?ArticleId=3504&NewsTypeId=1

66.

http://www.tcfa.org.tw/asp/left_main.asp?act=dynadetail&sn=9174755&class=2

67. http://www.shs.edu.tw/works/essay/2006/03/2006030501023312.pdf

63 ePaper(2008 )