| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 107 === The global beverage trend is popular with herbal tea beverages. There are over 10,000 bubbles tea shops in Taiwan and their output value is nearly 50 billion dollars. The Ministry of Economic Affairs conducted a survey on bubble tea shops of chain brands recently, results shown that 56.8% of bubble tea shops had the demand to develop new products. However, herbal tea products rarely exist in the category of bubble tea shops. If the herbal tea products could enter the channels of bubble tea shops, the market value of herbal tea could be increased. This study explored the feasibility of herbal tea beverage products access to the channels of bubble tea shops. Also, this study investigated the key point of success to new product developments of bubble tea shops.
Semi-structured in-depth interview was conducted in this study. The interviewees were bubble tea shop owners and workers and also herbal tea consumers. A total of 7 bubble tea shops and 5 herbal tea consumers were interviewed.
The results of this study shown that the key point to success in new product development of bubble tea shops was “beverage flavor”. In new product development, wholly owned business style bubble tea shops didn’t use any test marketing, because of cost consideration. In feasibility assessment, market evaluation and R&D were important. Herbal teas couldn’t be sold in bubble tea shops, due to a conflict of product attribution, because of bubble tea shops couldn’t offer a relaxation atmosphere. Also, both of consumers and owners of bubble tea shop believed that there could have safety issues about herbal tea.
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