| dc.description.abstract | In recent years, following the changing face of the market worldwide, Frozen Prepared Foods Industry is increasingly shifting the center of their development to Mainland China. Taiwanese firms in the same field face increasingly fierce competition, which in turn forces them to rapidly adapt to changing market structures. People’’s living standard increasingly cause Frozen Prepared Foods Market demand Rise. High purchasing power led to demand for products of high quality and makeing Frozen Prepared Foods upgrades.
The Market demand presents a long-term growth trend in population increase and income levels rise. Excellent supermarket and logistics system are foundation of Frozen Prepared Foods. The main purpose of this study is to consider the operating environment and development trends of Frozen Prepared Foods Industry in Mainland China, and to analyze the operating models and marketing that the case firms have adopted to deal with the challenges brought on by changing trends in the business environmentalong with a summary of what factors have influenced the case firms’s successes, providing industry members with reference data for planning.
The case analysis method is used in this study. We first conduct a preliminary analysis using information gathered from related data and official secondary records, and then engage in detailed discussion with upper management representatives from the case firms. Based on the results of our research we arrive at three conclusions. First, in order to cope with the Frozen Prepared Foods market’’s central focus shifting to Mainland China, the case firms took the lead in breaking into the Chinese market, gaining a great competitive advantage by seizing initiative in developing their firms in Mainland China and thus ensuring their position in this market. Next, the case firms successful adopted a high-priced market position and diversification mode. Last, the case firms successfully identified the strengths that led them to be successful, and were able to utilize them to continuously maintain steady development, keeping them relevant even in the constantly changing and fiercely competitive market.
Finally, the Frozen Prepared Food industry at the following conclusions：The first is the industrial structure and market barriers to entry contradictory. The second is product monotonous identical and the excessive competition from cheap. The third is based on health, convenience, and the international development direction. Based on this research for the case company analysis we proposed three practical suggestions. Industry members necessary to consider the impact of competition, raw materials, technology, policy and institutional. Industry are required to pay attention to quality, further achievements of the brand.Good personnel training, in order to create the possibility of sustainable development.
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