臺灣手調現泡茶飲業市場發展成熟且競爭激烈，消費者亦多有購買茶飲料之習慣。而手調茶飲店進入門檻低，因此不論連鎖經營與自行開業皆隨處可見，在如此競爭之市場中，如何建構一間受歡迎之茶飲店，突破市場紅海競爭，開創長久基業，是本研究欲探討之主題。在此主軸下，本研究採用聯合分析法，分別探討消費者在選購茶飲店與茶飲商品時所考量的屬性偏好與組合，以及在不同市場區隔下之屬性偏好與組合的差異，進而作為手調茶飲業者經營茶飲店之策略性參考依據。
本研究分別以茶飲店與最受歡迎之茶飲商品-波霸奶茶為主軸，進行兩層聯合分析。研究結果發現，總體受測者在選擇茶飲店時，最重視的屬性依序為人員與環境衛生、等待時間、飲品安全、相對價格等四個屬性；而在選購波霸奶茶時，最重視的屬性則依序為奶茶成分、紅茶成分、價格、等待時間、飲品容量等五個屬性。因此茶飲業者在經營茶飲店時，首重主觀視覺環境衛生條件，另於茶飲商品部分，則需加強茶飲口味與健康、新鮮用料，如波霸奶茶使用鮮奶、茶葉現泡等，以成功與競爭者創造差異，進而獲取消費者之青睞。

Hand-prepared beverage market has become mature in Taiwan because huge proportion of Taiwanese customers have a habit of consuming beverage. As a result of its popularity, the research aims to develop a top-down business strategy for hand-prepared tea stores in Taiwan to investigate that which attributes should be taken into consideration about operating tea stores and its most selling products. According to these objectives, this study adopt the traditional model of conjoint analysis to discuss the preferences and combinations of the attributes of hand-prepared tea stores and its products, as well as different market segments. And the research results can be references and suggestions for hand-prepared tea stores operation.

The results showed that the most important attributes for hand-prepared tea stores sequentially are the hygiene of personnel and environment, waiting time, drinks safety, relative price. As for tea beverage, the most important attributes for bubble milk tea sequentially are components of milk tea, components of black tea, price, waiting time, drinks size. According to the results, the most important attribute for operating a beverage store is its hygiene standard, as well as the taste and health of hand-prepared tea products. Conversely, the prices is not a decisive attribute.

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