| 摘要: | 中國近年來經濟快速的成長，人民平均所得也隨著逐年提高，因此消費力大幅增加，物價飛快的上漲。然而，多數在中國設廠的台商，却未能感受到大環境成長的喜悅；在競爭激烈的國際市場中，面臨諸多的成本壓力，並且持續惡化，造成經營上的困境，無法突破，不得不思考轉型。中國許多以餐飲業為主的服務業，因為中國消費環境的改變，以連鎖經營的方式，迅速的展店，正在快速的成長。台灣本身在餐飲行業已非常成熟，並且有許多國際知名的特色美食。面對此一商機，本研究從台商的角度出發，以台灣珍珠奶茶為主的外帶式茶飲為主力產品，期望找出成功機率較高的經營方式，透過產品及服務的差異化，在中國以連鎖的方式經營茶飲店。本研究針對在中國設立並經營連鎖茶飲行業的可行性，作各面向的評估。其中包含資金面、市場面、經營策略、競爭策略、產品技術、組織管理、財務面、法規面及風險的部份。在綜合評估後，依據評估的結果展開創業細部規劃，包含企業的願景及短、中、長期的策略及目標。最後整理出結論，作為創業參考的依據。The rapid economic growth in China has brought forward a raise in personal income over the years, resulting in increasing consumer power along with inflation. However, many Taiwanese businessmen who set up factories in China cannot enjoy the delight of such growth. They are facing severe competition arisen from escalating manufacturing cost and falling selling price. Thus, it has become more and more difficult for Taiwanese manufacturers to stay competitive in China. Many have chosen to transform their business models, instead of sitting still waiting to die.As income increases, Chinese consumer has gradually changed their consuming behavior. It results in successful transformation of many traditional restaurants into chain stores across China. The Taiwanese catering industry is quite mature and internationally famous, thus, many Taiwanese businessmen have also plunged into the catering market and benefited. This study is based on a Taiwanese businessmen’s point of view, proposing to start up a new business by selling “Pearl milk tea,” a famous take-out tea drink in Taiwan. This study aims at devising a successful business model for chain stores in China for the tea drink. A basic strategic differentiating factor is good quality. A feasibility analysis of the business is reported in this study. Various aspects, including capital, market, managing strategy, competing strategy, technology, organization, financial, legal and risk, are evaluated. The proposed business is concluded feasible. Finally, detailed action plans of the startup business are designed, including short term, mid term and long term strategies and actions. |
