台灣茶飲業在大陸連鎖加盟市場競爭策略之研究—以CoCo都可茶飲為例

A Study of Competitive Strategy for Taiwan Tea Franchise Business in China Market—Case Study of CoCo-Tea

陳武節(Wu-Chieh Chen)

指導教授 ： 張文華

國立臺北科技大學/工程學院/工程科技研究所/碩士(2012年)

https://doi.org/10.6841/NTUT.2012.00610

摘要

本研究探討台灣茶飲連鎖企業進入大陸市場的進入策略，大陸市場近年來發展迅速，世界前百大企業都積極的進軍大陸市場來擴展商機，但是相對的，台商企業必須面對大陸幅員廣大所造成區域上及文化上的種種差異，如何能夠成功的經營是本研究欲探討分析的。CoCo都可茶飲是台灣知名連鎖茶飲企業，在這個以「茶文化」為主的中國市場，CoCo都可茶飲以一個市場後進者的身份，憑著有效率的經營策略運用，迎合了中國消費者的口味喜好，不但打敗了市場上原有競爭對手，將台灣茶飲成功的行銷於大陸的消費者，更成為大陸第一品牌的外帶連鎖飲料企業。而本研究利用資料收集、深度訪談、歸納整理與研究分析等步驟深入了解CoCo都可茶飲如何成功運用經營策略進入大陸連鎖市場，其研究結果顯示：1.產品的創新和時尚是進入大陸市場的成功重要因素。2.有效運用4P策略是切入中國大陸茶飲市場不二法門。3.企業內部須不斷自我提升競爭優勢。4.在大陸市場持續成功必須考慮的七點策略運用。

關鍵字

連鎖企業 ； 競爭策略 ； 進入策略 ； CoCo都可茶飲

並列摘要

The present study is investigated the enter strategy for the franchise of Taiwan tea in mainland market. The mainland market has developed rapidly in recent years, the world's top 100 companies to enter the mainland market to expand business opportunities. However Taiwanese enterprises have to face the vast continent caused by the different regional and cultural. How to be a success business is the purpose of this study to investigate and analyze. CoCo-Tea is well-known franchise of Taiwan enterprises, in the Chinese market to the "tea culture", CoCo-Tea is a latecomers with efficient business strategy to use to meet Chinese consumers' taste preferences, not only defeated the original competitors on the market while successfully promoted Taiwan tea to the China consumers and became the first brand of tea take-away in mainland market. In this study, using data collection, depth interviews, summarized the collation and analysis steps to understand how CoCo-Tea to successfully implant the business strategy to enter the mainland chain store market, the conclusion findings: (1) Product innovation and fashion to enter the mainland market are the one of key success factor. (2) Effective apply 4Ps strategy is the only way to cut into the mainland market. (3) Internal enterprise must continuously upgrade themselves competitive advantage. (4) The continued success must be considered in applying seven strategies in the mainland market,

並列關鍵字

Franchise Business ； Competitive Strategy ； Enter Strategy ； CoCo-Tea

參考文獻

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