當今世界充斥著快速變動競爭的商業戰場, 如何增加產品價值, 也就是說將原產品, 經由改造形成更有價值的產品過程, 因而為公司帶來更大利益。 此論文探討增加價值與附加價值的涵義、重要的原因及公司如何增加產品價值, 又如何建立一家有附加價值的企業, 以上均影響公司的行銷活動、過程及獲利。
     增加價值的方法包括創新:改善現有程序、步驟、產品、服務、包裝等及協調配套: 價格、品質、數量、執行交易條件等。 而附加價值包括品牌、包裝、分配通路等。
     此論文採用星巴克及壹咖啡兩個個案說明他們創造增加獨特的價值, 以及在產品交易期間, 獲得全球市場或在地市場的主要優勢。 星巴克的企業主致力於增加價值及附加價值,造成星巴克的顧客覺得星巴克較有競爭力及優勢。 同時, 依據歐尼爾(O’Neill) 提出的“建立附加價值的企業步驟” 來討論壹咖啡以立基行銷學成功建立他們的企業。 然後, 針對星巴克及壹咖啡為主題做市調檢測: 包括消費者行為(人口統計、消費者生活習慣、消費者使用經驗、消費者滿意度等) 、增加價值、附加價值等, 市調結果顯示正向的產品價格。  總結, 此論文說明了增加價值及附加價值的活動範圍, 提供給企業行銷方向及繁榮。

The volatile competitive business-battleground in today’s world how to add value is the process of changing or transforming a product from its original state to a more valuable state that is preferred to firms for more benefits.  This study explores what added-value and value-added mean, why added-value and value-added are so important, and meanwhile how company might become involved in adding value to their products and how to build a value-added business, which effect firms’ marketing activities, processes and profits.  
     The approaches of Added-value consist of innovation with improving existing processes, procedures, products, services, and package, and coordination with price, quality, quantity, and transactional terms of exchange.  Also, the approaches of Value-added include brand, bundling package, and distribution channel.  
     This essay introduces two cases of the Starbucks coffee company and the E-Coffee company to illustrate creating a particular value added and holds the main advantage of global markets or local markets in this transitional period of products.  The Starbucks’ entrepreneur involved with added-value and value-added, which becomes more competitive and advantaged to their customers. Meanwhile, according to “Steps to establish a value-added business by O'Neill (1997)” discusses the E-Coffee who is successful to build their business with niche marketing.  Then, using survey subjects' ratings are for Starbucks and E-Coffee by Consumer Behavior (w/ Demographics, Consumer Lifestyle, Usage Consumer Experience, Consumer Satisfaction), Value-added, and Added-value to show a positive product value.  Sum up this essay demonstrates some ways of added-value and value-added offering a direction and prosperity for marketing to firms.

Table of Contents 

Abstract……………………………………………………………………….	i 
Table of Contents…………………………………………………………….	ii 
List of Tables....................................................................................................	iii 
List of Figures………………………………………………………………..	iv 
Chapter 1: Introduction ……………………………………………………	1
1.1 Motive of Research …………………………………………………	1
1.2 Purpose of Research ………………………………………………..	1
1.3 Procedure of Research…………………………………………........	3
Chapter 2: Literature Review ……………………………………………..	6
2.1 Definition of Added-value ………………………………………….	6
2.2 Definition of Value-added …………………………………………..	7
2.3 Approaches to Added-value ………………………………………..	7
	2.3.1 Innovation ……………………………………………………	8
	2.3.2 Coordination …………………………………………………	10
2.4 Approaches to Value-added ………………………………………..	13
	2.4.1 Brand …………………………………………………………	13
	2.4.2 Bundling Package …………………………………………….14
	2.4.3 Distribution Channel ………………………………………….15
	2.5 Summary of Added-value and Value-added ………………………..15
	2.6 Steps to Establish a Value-added Business …………………………16
Chapter 3: Research Methodology …………………………………………18
3.1 Research Framework ………………………………………………..18
3.2 Measurement Variables ……………………………………………..	19
3.3 Questionnaires ………………….…………………………………..	24
	3.3.1 Scope of this Research ……………………………………….	25
	3.3.2 Subjects and Procedure for the Market Survey ………...…….	25
3.4 Analytic Framework of Case Study about Starbucks and E-coffee each	
…….………………………………………………………………..	26
Chapter 4: Descriptions of the Research Case and Analysis of Survey…	28
4.1 Introduction of the Starbucks Coffee Company ……………………	28
	4.1.1 Added-value by Starbucks …………………………………..	29
	4.1.2 Value-added by Starbucks ……………………………………	35
4.2 Introduction of the E-Coffee Company …………………………….	38
	4.2.1 Brief Introduction of E-Coffee ………………………………	38
	4.2.2 Steps to Establish a Value-added Business to Discuss E-Coffee
	………………………………………………………………..	39
4.3 Analysis of Survey for Starbucks and E-Coffee …….………………40
Chapter 5: Conclusion and Suggestion ……………………………………	55
5.1 Results ………………………………………………………………	55
5.2 Findings …………………………………………………………….	56
5.3 Research Limitations ……………………………………………….	59
5.4 Suggestions for Future Research …………………………………..	59
	
References ……………………………………………………………………	60

Appendix 1 – Questionnaire for Starbucks in English ………………………	63
Appendix 2 – Questionnaire for Starbucks in Chinese ………………………	69
Appendix 3 – Questionnaire for E-coffee in English ………………………	74
Appendix 4 – Questionnaire for E-coffee in Chinese ………………………	80



List of Tables

Table 1   	Summary of Added-value and Value-added ……………………16
Table 2  	Customer Lifestyle ……………………………………………..	20
Table 3  	Demographics …………………………………………………	21
Table 4  	Usage Consumer Experience ………………………………….	22
Table 5  	Consumer Satisfaction ………………………………………...	23
Table 6 	Result of Demographics …………….…………………………	40
Table 7  	Result of Consumer Lifestyle ………..………………………..	47
Table 8  	Usage Consumer Experience of Starbucks…………………….	49
Table 9  	Consumer Satisfactory of Starbucks……………………………	50
Table 10  	Usage Consumer Experience of E-coffee ……………………..	52
Table 11  	Consumer Satisfactory of E-coffee ……………………………	53


List of Figures

Figure 1  	Procedure of research in this Study ……………………………	4
Figure 2  	Research framework in this Study ……………………………..	19
Figure 3  	Distribution of Gender …………………………………………	41
Figure 4  	Distribution of Marital Status ………………………………….	42
Figure 5	Distribution of Age …………………………………………….	43
Figure 6	Distribution of Occupation …………………………………….	45
Figure 7	Distribution of Available Income per Month …………………..	46

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