成熟期產業經營策略研究－以台灣速食麵產業為例

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Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/3393

Title:	成熟期產業經營策略研究－以台灣速食麵產業為例
Other Titles:	A Study of Business Strategies in Mature Industry-Case of Instant Noodles Industry in Taiwan
Authors:	陳世斌 Chen, Shin-Pin
Contributors:	陳佩綺 Chen, Pei-Chi Peggy 東海大學食品科學系
Keywords:	成熟期產業;速食麵;策略;SCP架構 Mature Industry;Instant Noodles;Business Strategy;SCP Paradigm
Date:	2006
Issue Date:	2011-04-13T08:18:01Z (UTC)
Abstract:	本研究主要針對台灣速食麵產業進行研究，主要希望了解已進入成熟期的速食麵產業，在台灣加入世界貿易組織及新廠商進入市場的影響下，現今的產業特性，以及在產業成熟的影響下，廠商經營策略之變化。而本研究參照成熟期產業及產業組織理論相關文獻，依照SCP架構，蒐集產業資料及設計調查問卷，對台灣速食麵製造商進行調查，藉以了解現今台灣速食麵產業特性，並針對回收問卷中，較具代表性之廠商進行個案研究，以了解廠商經營策略，進而得到本研究以下之結論。 1.台灣速食麵產業在經歷過產品替代、台灣加入世界貿易組織及新廠商加入等產業結構的變化後，現今產業特性仍符合成熟期產業之多項特徵。 2.對於速食麵事業，降低成本為廠商間共同的策略方向。 3.廠商運用品牌藉以區隔並鞏固消費者。 4.廠商重視開發新產品，但舊產品對營收的重要度增加。 5.當廠商面對產業成熟時，在企業策略階層上，會回歸企業核心，並因此影響到資源的分配與投入。 6.新競爭廠商進入速食麵市場，對領導廠商影響不大。最後，並針對速食麵業者及其他已成熟或即將邁入成熟期的廠商參考，提出以下建議。 1.速食麵業者可藉由擴大產業規模、國際化及開拓非實體通路，增加自身競爭力。 2.面對產業成熟，其他產業之廠商在策略制定上，應回歸其企業核心、重視降低成本、適度開發新產品、經營自身品牌及維持市場價格秩序。關鍵字：成熟期產業、速食麵、SCP架構、策略。 This study aims to study the Taiwanese instant noodles industry. The main purpose of this study is to explore the influence on the market characteristics when the market joined the World Trade Organization and the new manufacturer enters the market; and when the industry entered the mature stage. This study also tries to examine and analyze the business strategies adopted by firms under these influences. Base on the theory of the mature industry and the theory of industrial organization, the SCP Paradigm was used to construct the interviewing questionnaire in order to study the behavior of Taiwan instant noodles manufacturers, after analyzing firms’ general conducts and behavior, two individual firm with representative characteristics were chose to be case study objects and a deep interview was conducted in order to further investigate and understand manufacturer business strategy, major findings of the study can be summarized as follows: 1. After experiencing the substitution of new products, and the strong competition from import goods when Taiwan joined the World Trade Organization, nowadays, The Taiwan’s instant noodle industry still conformed to be an industry with a lot of characteristics of a maturing industry. 2. Cost Reduction strategies are a common strategy adopted by the manufacturers. 3. The firm will use branding policy to sustain their market segment. 4. The firm will actively develop new products, however, the importance of old products tend to increase. 5. When the merchant is facing the industry maturity, the corporate tends to return their corporate core competence, and affect the resources investment. 6. The entry of new firm only has slightly influence on leading firms in terms of market share and position. Suggestions for Taiwanese Instant Noodle Industry as well as other firms in the maturing industry stage are drawn as follows: 1. The firms within the instant noodles industry may affiliate to expanded industry scale; and the internationalization as well as developing the virtual marketing channel through the internet are also strategies that may increase their competitiveness. 2. In facing the maturing industry, it’s suggested that manufacturers should return corporate core competence, reduce cost, moderately develop the new products, manage its’ own brand and maintain the market price order. Keyword：Mature Industry、Instant Noodles、SCP Paradigm、Business Strategy
Appears in Collections:	[食品科學系所] 碩士論文

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