定位
Positioning

想要脫穎而出，就需有明確的定位，包括目標客群、產品定位、服務定位…等。只有明確的定位，才能在產品、服務、營銷等方面進行差異化經營，從而吸引目標客群。

To stand out among numerous brands, it's necessary to define your positioning clearly, including target audience, product positioning, service positioning, etc. Only with a clear positioning can you differentiate your operations in product, service, marketing, etc., thereby attracting the target audience.

為什麼要設定客群：

1. 更有效的行銷：知道主要的消費者和次要消費者，可以建立更具針對性的行銷策略，減少廣告和行銷資源的浪費。

2. 更好的產品定位：了解目標客戶的需求和偏好可以幫助你調整產品或服務，以滿足他們的需求，同時也會提高客戶滿意度，增加回購率。

3. 建立品牌忠誠度：知道如何吸引和滿足目標客戶可以建立品牌忠誠度，忠實的顧客更有可能成為死忠粉絲，並向他人推薦你的品牌或產品。

像是 Lativ 主打國民服飾、Traveler 主打登山旅遊服飾。

Why should we determines the target :

1. Facilitate more effective marketing: Knowing the primary and secondary consumers can help establish more targeted marketing strategies, reducing wastage of advertising and marketing resources.

2. Enhance product positioning: Understanding the needs and preferences of the target customers can help you adjust your products or services to meet their needs, thereby effectively increasing customer satisfaction and repeat purchase rates.

3. Foster brand loyalty: Understanding how to attract and satisfy target customers can establish brand loyalty, as loyal customers are more likely to become advocates and recommend your brand or product to others.

For instance, Lativ focuses on affordable clothing, while Traveler specializes in hiking and travel apparel.

以經營咖啡店來說，要選擇獨立店還是連鎖店？外帶型還是座位型？都跟你的定位有關。

1. 獨立店VS.連鎖店
   咖啡經營模式、型態多元，必須從定位來做決定，品牌軸心才不會偏離。通常剛起步的咖啡館多以獨立店為主，訴求店鋪本身的獨特；若追求標準與平均品質性，則會走向連鎖店。

2. 外帶型VS.內用型
   定位是影響外帶還是內用的關鍵，因為兩者價位不同，亦影響後續營業額的達成，外帶型通常價不高，必須仰賴杯數衝高額度；內用型價位雖然高一些，得搭配具效率的翻桌速度，營業額才能相互拉抬成長。

3. 專一性VS.多元性
   有些獨立經營的咖啡店以咖啡作為支點，再從咖啡本身切出所謂專一性與多樣性的經營模式。專一性是指，不只咖啡也兼賣烘豆等；多元性則是以咖啡做橫向擴散，咖啡結合洗衣店、藝文空間、花店、餐廳...等，讓咖啡館變得更加有趣。

Take a coffee shop, there are many types of operating models to consider: independent or chain? Takeaway or dine in? All of these decisions must align with the initial positioning.

1. Independent vs. Chain: The coffee business offers diverse models, and decisions must be made based on positioning to keep the brand core intact. Typically, newly established coffee shops lean towards independence, emphasizing the uniqueness of the establishment. If pursuing standardization and consistent quality, they may opt for a chain model.

2. Takeaway vs. dine in: Positioning is crucial in determining whether to focus on takeaway or dine in services, as they differ in pricing and subsequent revenue achievement. Takeaway services usually offer lower prices and rely on higher volume sales, while dine in services, though priced higher, require efficient turnover to boost revenue growth.

3. Specialization vs. Diversity: Some independently operated coffee shops use coffee as a focal point, then branch out into what is known as specialized or diverse operating models. Specialization refers to not only selling coffee but also offering roasted beans, among other products. Diversity, on the other hand, involves expanding horizontally, integrating coffee with services such as laundry, art spaces, flower shops, restaurants, etc., making the coffee shop more intriguing.

以早餐店為例子，台灣除了一般早餐店，另有早午餐店、便利商店、速食業者等，一般早餐店及便利商店價格較便宜，連鎖速食店的早餐組合價格稍高，早午餐店價格最高。市場選擇性多、各業者的價格帶也相對明確，在決定價格時必須更加留心，一旦無法滿足對價格敏感度較高的客群，顧客便容易往其他早餐、便利商店、速食業者靠攏。

In Taiwan, apart from traditional breakfast shops, there are also brunch cafes, convenience stores, and fast-food chains. Traditional breakfast shops and convenience stores generally offer lower prices, while the breakfast combos at chain fast-food restaurants are slightly higher, and brunch cafes tend to have the highest prices. With a variety of market choices and clear price ranges for each business, careful consideration is necessary when setting prices. Failing to meet the needs of customers sensitive to pricing may lead them to patronize other breakfast options, convenience stores, or fast-food establishments.

開店前要準備什麼？從確立經營理念開始！

開一家成功的餐廳前，先了解什麼是「品牌價值」！

沒想清楚這5個問題，別說你想開店！超級店長的經營祕訣

開店不能只靠好產品和運氣！品牌經營並沒有想像中那麼簡單