台商進入穆斯林清真食品市場因應策略

Taiwanese Business to Enter The Muslim Halal Food Market Coping Strategies

吳玉婷(Yoke-Teng Ng)

指導教授 ： 葛維鈞

朝陽科技大學/管理學院/企業管理系/碩士(2013年)

摘要

穆斯林是全球人口成長最快速族群，並分佈在全亞洲地區包括馬來西亞、新加坡、印尼、中國、泰國、台灣等等國家。全球許多企業開始重視穆斯林商機，台灣中小型企業更希望能與伊斯蘭教國家進行貿易合作。近幾年，台灣廠商不斷向國內發證單位申請食品清真認證，希望通過認證能將台灣食品進軍穆斯林市場。本研究目的主要是了解國際清真食用品認證（Halal Food Certificate) 的標準程序，並了解台灣廠商進入東南亞市場所面臨的障礙，提出有效的解決方案。在文獻中將整理出東南亞國家（馬來西亞、印尼、汶萊、新加坡）的國際清真食用品認證的程序，並整理台灣與其他國家相互認證，以供台商日後參考。
本研究發現，台灣廠商進入穆斯林市場除了認證程序外，在大環境中時所面臨障礙包括；食品含有非清真成份、無法找到適合的通路、產品推廣不明確、當地消費者對於產品接受度不高、產品包裝設計不符合當地消費者需求。本研究是以質性深入訪談法，實地與台灣中小企業、發證單位、馬來西亞營運公司與顧問公司深入訪談，並在研究中提出因應策略：在未進入穆斯林市場前台商必須內外部把關，內部是企業本身管理，一為先成立清真委員會、二為企業品德與員工訓練。外部把關；則包括與海外廠商合作機制、了解當地文化背景（消費者喜好、飲食文化等等）。台灣除了發展清真食品外，潛在其他穆斯林商機如：穆斯林旅遊觀光、穆斯林電子產品、穆斯林文化產業等，有助於台商邁向國際市場發展，能掌握市場趨勢與脈搏。

關鍵字

清真認證 ； 因應策略 ； 穆斯林市場 ； 清真食品 ； 飲食文化

並列摘要

Muslim is the fastest-growing ethnic group in the world, and they are distributed in the whole Asian region including Malaysia, Singapore, Indonesia, China, Thailand, Taiwan etc. Many companies around the world starting to focus on the Muslim market, especially in Taiwan, more small and medium-sized enterprise hopes they can carry out the business partnerships with the Islamic countries. In recent years, the manufacturers in Taiwan constantly apply for the Halal Food Certificate from the issuing units, hoping that Taiwan’s food would be able to enter into the Muslim market with this Halal Food Certificate. The main purpose of this study is to understand the standard procedures of the certification process for the Halal Food Certificate, and to propose effective solutions to the Taiwanese on the obstacles they confront when they enter the market of the Southeast Asia. The standard procedures of certification process for the Halal Food Certificate from the Southeast Asia countries (Malaysia, Indonesia, Brunei, Singapore), including the mutual authentication between Taiwan and other countries in this literature serves as a guideline for the Taiwanese for their future references.
The study found that besides of the certification process, the Taiwanese is facing other obstacles as well, including: the product contains non-halal ingredients, unable to find a suitable circuit, inexplicit promotion, low acceptance from local consumers on the product and the packaging does not meet the needs of local consumers. This study is based on the in-depth interviews with Taiwan''s SMEs, issuing units, transportation companies in Malaysia and Consultation Company, and to propose some useful strategies in this study. Before entering the Muslim market, Taiwanese need to have internal and external assessments: the internal assessment means the self-management of enterprise. Firstly, they need to form a Halal committee and secondly, to establish the business ethics and provide training for staff. External assessment includes: the collaboration with international manufacturers and to understand the background of the local cultures (consumer preferences, food culture, etc.). Besides of Halal food, Taiwanese can also develop other potential business opportunities, such as Muslims tourism, Muslim electronics, Muslim cultural industries, etc, which helps the Taiwanese to be more develop and able to take hold of the trend of the international market.

並列關鍵字

Muslim Market ； Diet Culture ； Halal Food ； Halal Certification ； Coping Strategies

參考文獻

‧中華民國對外貿易發展協會、國際貿易中心（2010）。阿拉伯聯合大公國、埃及、馬來西亞清真產品市場商機及拓銷測調查報告。中華民國對外貿易發展協會：林彥光。

‧A.T. Kearney (2007). Addressing The Muslim Market Can You Afford Not To? A.T. Kearney, Inc. Marketing & Communications , pp.02-03

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