| 摘要: | 中國大陸內需市場的高成長，已經成為世界主要的高成長消費市場之一，外資企業皆持續加強投入資本，期望可以在搭上這東方特快車，到達另一個企業的高峰成長記錄。在高成長的市場，市場占有率是品牌發展的著重點，在中國大陸的行銷管理上，需要特別著重於佈局通路的發展與管理。
商場上沒有永遠的敵人或朋友，也沒有永遠的第一名或第二名，第二名力搏第一名，試圖翻盤以坐上冠軍寶座，或聯合次要敵人攻擊主要敵人的狀況，也是屢見不鮮。但是可以肯定的是：堅持舊的商業模式，拒絕依外在環境變化調整策略，或失去創新的源動力，絕對是企業滅亡的主要原因。
本研究旨在探討百事公司在中國大陸的進入模式，當外在環境改變，該如何延續最佳商業模式來面對中國市場? 中國本地企業崛起速度驚人，百事決定與康師傅進行飲品策略聯盟，主要關鍵因素為何？茲就國際市場進入模式及策略聯盟夥伴選擇的準則的文獻進行探討，並探討策略、商業模式及關鍵成功因素的各種論述。文獻探討後，再以「個案研究方法」的研究步驟進行，並選擇適合其屬性的「8十國家模式分析法」與「8十商業模式分析法」為研究方法，以8十國家模式分析觀點，解構個案公司在中國的總體經營環境之下，該如何調整商業模式，最後再輔以8十商業模式的八大要素展開分析，以完整瞭解該個案公司的最佳商業模式。
最後以研究所得之見解，對個案公司提出建議，期使最佳商業模式得以延續，並期許提供後進研究者一套完整的最佳商業模式分析架構。
The high growth of the domestic market of China, has become one of the world's leading high-growth consumer markets, foreign enterprises are continuing to increase their Capital Expenditure, and expect to reach peak growth. Market share in emerging and developing markets, is the emphasis of brand building, marketing management in China, with particular emphasis on the development and management of the channel.
Adhere to the old business model, refused to adjust its strategy in accordance with changes in the external environment or loss the power of innovation, is the main reason for the decline of the enterprise.
This study is going to do a case study about the entry model of PepsiCo in China, when the overall environment changes, how to repeatable the great business model? The performance of China local enterprises was amazing, PepsiCo decided beverage strategic alliance with Tingyi, What are the key factors? The research wills analysis international market entry model and strategic alliance partner selection criteria, and to explore strategies, business models and key success factors. The analytic tools are including series of analysis modes such like "case study", "8＋ country model" and "8＋ business model". By go through those series of analysis models, the researcher will able to analysis the great business mode in China, and to fully understand the great business model in the case.
In the conclusion, to give advices to the beverage strategic alliance, so that the great business model to repeatable, and hopes to provide a complete set to other researchers the business model analytical framework. |
