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Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/146382
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| Title: | 手搖飲企業國際化策略個案分析：以聯發國際餐飲事業股份有限公司為例
A Case Study on the International Business Strategy of Bubble Tea Corporation |
| Authors: | 鄭凱隆
Cheng, Kai-Lung |
| Contributors: | 邱奕嘉
Chiu, Yi-Chia
鄭凱隆
Cheng, Kai-Lung |
| Keywords: | 國際化經營策略
珍珠奶茶
個案分析
International Business Strategy
Bubble Tea
Case Study |
| Date: | 2023 |
| Issue Date: | 2023-08-02 13:21:44 (UTC+8) |
| Abstract: | 源自於台灣的手搖飲產業，在台灣市場的家數和產值逐年成長，是極度競爭的行業別。隨著餐飲國際化趨勢來臨，不少品牌進行國際拓展，讓台灣手搖飲成為拓展國際化市場的代表品之一。
近年在歷經全球疫情之後，手搖飲產業面臨原物料和人力成本上升、導入數位科技服務等挑戰，手搖飲產業的國際化更顯難度。未來該如何在國際化拓展中找到合適的拓展策略，成為許多品牌思考的議題。
本研究透過手搖飲公司的個案分析，梳理該公司數十年來的國際化發展歷程與意義，藉此紀錄台灣手搖飲品牌在國際市場的拓展策略與思考。
研究發現，該公司的國際化拓展可分為三大階段，包含進軍東南亞、香港和美國市場。尤其在美國，該公司於2013年插旗後，如今已拓展達25州、開立超過150家門市，是台灣茶飲品牌的龍頭業者，成功在美國市場站穩腳步。
本研究更發現，該公司透過在商業模式、設備、產品、人才、行銷等五大面向的努力，累積起跨國經營管理的能力與競爭優勢，逐步在國際市場建立難以超越的地位，該公司數十年的國際化摸索與歷程，可作為台灣餐飲品牌拓展國際市場的借鏡。
The bubble tea beverage industry originated in Taiwan. The number of companies and production value in the Taiwan market are growing year by year. It is an extremely competitive industry. With the trend of catering internationalization, many brands have expanded internationally, making Taiwan`s bubble tea one of the representative products for expanding into the international market.
After the global epidemic in recent years, the bubble tea beverage industry is facing challenges such as rising raw material and labor costs, and the use of digital technology services. The internationalization of the bubble beverage industry has become more difficult. How to find a suitable expansion strategy in international expansion in the future has become a topic for many brands.
Through the case study analysis of a bubble tea company, this research summarizes the company`s international development history and significance over the past few decades, record the expansion strategy and thinking of Taiwanese bubble tea brands in the international market.
The case study found that the company`s international expansion can be divided into three processes, including entering Southeast Asia, Hong Kong, and the US market. Especially in the United States, company developed in 2013, and now expanded to 25 states and opened more than 150 stores.
This case study also found that the company has accumulated the ability and competitive advantages of transnational operation and management through its efforts in the five aspects of business model, equipment, products, talents, and marketing, and gradually established an unsurpassed position in the international market. Years of international exploration and experience can be used as a reference for Taiwanese catering brands to expand into the international market. |
| Reference: | 中文參考文獻
許維翔(2018)，台灣手搖茶產業競爭策略之研究-以 d 集團為例，東海大學企業管理研究所碩士論文。
郭軒瑋(2016)，手搖茶王國的創新之路，國立清華大學社會學研究所碩士論文。
劉元安(2014)，臺灣連鎖餐廳國際化發展之多重個案研究，國立臺灣師範大學運動休閒與餐旅管理研究所碩士論文。
劉峰旭、劉恆逸(2011)，台灣連鎖服務業國際化策略之研究，中華管理評論國際學報，第十四卷三期，頁 1-18。
聯發國際餐飲事業股份有限公司(2023)，民國111年度年報。
聯發國際餐飲事業股份有限公司(2022)，民國110年度年報。
聯發國際餐飲事業股份有限公司(2021)，民國109年度年報。
中華民國財政部財政及貿易統計「財政統計月報」
https://www.mof.gov.tw/singlehtml/285?cntId=57474(2023.05.30)
中華民國經濟部統計處批發、零售及餐飲業經營實況調查https://www.moea.gov.tw/MNS/dos/bulletin/Bulletin.aspx?kind=28&html=1&menu_id=16959(2023.05.30)
英文參考文獻
Grand View Research, https://www.grandviewresearch.com/ (2023.05.31) |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
110932420 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110932420 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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