Famonn Coffee Chain：A Spatial Renewal

• Main Authors: Wun-Syuan Wu, 吳文萱
• Other Authors: Jin-Wei NIE
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/64086647345647441437

碩士 === 中原大學 === 室內設計研究所 === 103 === Taiwanese coffee culture has flourished in recent years. For enterprises to rise above their competitors in the coffee market, they must focus on brand building and store development to not only grow in economic scale and obtain competitive advantages, but also raise brand recognition and awareness. Thus, brand-based chain management will be a focal aspect for developing businesses in the future. This study examines the brand-based chain management of Famonn Coffee, the 11th brand under the Wowprime franchise, to elucidate how the company implemented a spatial construction strategy to develop its stores. From this examination, the author proposed a new design improvement plan for Famonn Coffee. Initially, a literature review was conducted to investigate the basic concepts of chain stores and brands. Subsequently, field research was undertaken to analyze and compare the interior of five first-generation Famonn Coffee stores in Northern Taiwan. The analysis revealed that Famonn Coffee has followed a specific set of guidelines regarding the materials, colors, furniture layout, and display used in the design of the facade and interior of its first-generation stores, thus projecting a romantic “French” brand image. In 2015, Famonn Coffee redefined its brand comprehensively, subsequently adopting a homemade and healthy brand image for its second-generation stores. To determine the market performance of these second-generation stores, the author conducted a questionnaire survey and series of interviews, the results of which indicated that the second-generation stores had a competitive advantage. This paper extends the new brand image and offers improvement suggestions based on the current spatial construction strategy for second-generation stores in the base area of Zhongshan North Road in Taipei City. Finally, the author formulated a set of spatial design guidelines, which uses spatial elements, materials, and colors similar to those of the second-generation stores, to serve as a reference for the ongoing development of the second-generation stores.