台灣烘焙業海外市場行銷策略之研究
		-以 S 公司為例

台灣烘焙產業結構以中小企業為主，然而台灣市場狹小、內需不足，許多企業會進行國際化策略，將產品行銷至國外市場，以進一步發展。本文將探討台灣烘焙業海外市場行銷策略。文中將以台灣知名中小型S公司，以個案方式進行研究其如何發展自身優勢成功拓展海外市場，發掘其海外市場行銷策略，期以作為其他業者之參考。文中將分別討論台灣烘焙產業概況、並利用企業國際化策略理論、STP理論、4P行銷理論以及專家訪談針對個案公司進行評估分析，最後本文發現台灣烘焙業者應開發具世界潮流且質量高的新產品，並參加世界各地之國際食品展，開拓世界各地之通路與市場，並結合文化創意與觀光，為企業與產品創造新價值，同時，累積足夠的海外行銷知識，充分了解國外市場，再設立海外行銷據點以及生產工廠。

關鍵字

台灣；烘焙業；行銷策略

並列摘要

Abstract: Taiwan's baking industry structure is dominated by small and medium-sized enterprises. However, the Taiwan market is small and domestic demand is insufficient. Many companies will adopt international strategies to market their products to foreign markets for further development. The study will explore the overseas marketing strategy of the Taiwan baking industry. In this paper, Taiwan's well-known small and medium-sized company S will conduct research on how to develop its own advantages and successfully expand overseas markets, and explore its overseas marketing strategy, which will serve as a reference for other industries.In this paper, we will discuss the general situation of Taiwan's baking industry, and use the company's international strategy theory, STP theory, 4P marketing theory and expert interviews to evaluate and analyze case companies. Finally, we find that Taiwan baking industry should develop new and high quality products and participate in international food exhibitions around the world to explore the channels and markets around the world. Combine cultural creativity and tourism to create new value for companies and products, while accumulating sufficient overseas marketing knowledge to fully understand foreign markets, and then establish overseas marketing bases and even set up overseas production plants.