台灣最大雞精食品廠商成長策略之研究：以安索夫產品市場策略矩陣之觀點分析

本研究目的在於探討台灣最大雞精食品廠商（以下簡稱A公司）在成長發展過程中，配合經營環境（如同業競爭對手的加入，消費者對養生保健食品的重視等）的變化，應採取何種適當的策略因應之，以建構本身的競爭優勢。詳言之，透過A公司在成長發展的各種不同階段，如何因應經營環境之變化，調整或採取何種之策略（市場滲透策略、產品開發策略、市場開發策略、多角化成長策略）來搭配，以追求本身的永續發展。並且透過探討安索夫產品市場策略矩陣之應用，構築在保健食品產業發展過程中，A公司成長策略之典範，及分析保健食品產業未來發展趨勢，冀望可以提供保健食品相關廠商參考。本研究結果發現個案A公司在（1）福興廠奠基時期（1976～1986）成長策略：以市場滲透策略為主。（2）產銷分離期（1986～2002）成長策略：以產品開發策略為主。（3）產銷合一時期（2002～迄今）成長策略：初期以市場開發策略為主，近期以集中多角化策略為主。最後，回顧A公司在成長發展過程中，在安索夫策略矩陣中採取循Z字型軌跡順向進行之策略。此種企業追求長期成長而循Z字型軌跡發展之策略，或許可擴大安索夫矩陣原先在單一策略之應用範圍。

關鍵字

經營環境；市場滲透；產品開發；市場開發；多角化

並列摘要

The purpose of this study is to investigate Taiwan's largest chicken essence product manufacturer's (Company A) development strategies in response to the business environment in order to build its competitive advantages. In other words, the researchers try to learn how Company A adjusted or adopted various strategies according to different market statuses in its different development stages, and ultimately reaching the goal of sustainable development. Through the analysis of Ansoff product/ market matrix, the researchers establish Company A as an example in the health product industry and analyze the future development trend of health product industry. The findings of the study are as follows. Company A during (1) Hu-Shin factory laying a foundation period (1976-1986): adopted market penetration strategy (2) production and marketing separation period (1986-2002): adopted product development (3) production and marketing integration period (2002-present): adopted market development in the early stage and changed to concentric diversification these recent years. Finally, The researchers also learn that Company A has adopted the strategy of Z direction in the Ansoff product/ market matrix. This kind of manufacturer pursues the long-term growth to follow strategy of the Z direction, maybe expands the Ansoff matrix originally application of scope in the sole strategy.