食品業台商回流之康師傅個案分析之研究

The Study of Taiwan's Pull Forces on Attracting Food Industry-A Case of Ting Hsin Holding Corp

祝國忠(Kuo-Chung Chu) ； 陳詳衡(Hsiang-Heng Chen)

《東亞論壇》 459期 (2008/03) Pp. 37-48

https://doi.org/10.29705/EAR.200803.0004

摘要

前進大陸已經是現今企業非常重視的課題，但是有些企業他們已經在大陸經營成熟，竟然逆向操作返回台灣市場，食品業的「康師傅方便麵」就是最典型的代表。在台灣眾多環境及因素不同的狀況下，選擇運用低價策略滲透台灣市場造成轟動，成爲台灣速食麵市場新的主要競爭者。本研究以個案分析方式，透過4P策略分析、SWOT分析與五力模型分析康師傅在台灣及大陸之差異處。並進一步用BCG矩陣與市場擴張矩陣模型，爲台灣康師傅未來策略應用深入探討。結論顯示康師傅採取先進的生產技術與低價策略，以滲透台灣流通業，拓展市場佔有率，但對於口味及配料上的調整及市場佔有率的提升仍有改進空間。

關鍵字

競爭策略 ； 跨文化 ； 速食麵 ； 市場佔有率 ； 台商回流

並列摘要

Many companies have been running their business well in China, moreover they also penetrated into the Taiwan market, Ting Hsin Holding Corp's (THHC) instant noodles of the food industry is an example. With numerous environments and different factors in Taiwan, it is surprised by low price strategy to permeate Taiwan market, such that THHC becomes a main competitor of instant noodle sector. Based on THHC case study, we use several approaches, such as 4P, SWOT, five-forces model they help us to understand what are strategy differences between Taiwan and mainland China. Furthermore, both BCG and market-expansion models are also applied to deeply investigate THHC's strategy in Taiwan market. This paper results show that THHC integrates advanced production technology and low price strategy to penetrate the market share of Taiwan's food industry, but it still needs to improve on the taste and flavor.

並列關鍵字

competitive strategy ； cross-culture ； instant noodle ； market share ； Taiwan pull forces of attracting

參考文獻

祝國忠、陳詳衡()。

許湘濤()。

陳雅音(2005)。以麥克波特鑽石體系探討台商回流之機制─以台灣食品業為例(碩士論文)。東海大學國際貿易研究所。

()。

Ansoff, H.I.(1965).Corporate Strategy.New York:McGraw Hill.