| Abstract: | 隨著生活型態的改變，單身貴族及雙薪家庭的增加，在飲食生活上力求速度，也催生出對外帶食品和餐食加工食品的強烈需求。冷凍食品由於其品質優良，高度保有食品原來的風味、衛生安全、方便性佳等特性符合現代消費需求。自從2008年食安事件爆發後，台灣的食品產業食品安全問題不斷發生，對冷凍調理產業內廠商的經營也形成不利影響。加之我國冷凍調理食品因同質性太高，廠家之間為使得產品上架銷售競相削價，競爭相當激烈。冷凍調理食品產業內在環境及外在環境的巨大變遷，都促使產業內廠商思考未來的經營策略，尋求產業未來突破成長的空間。故本研究採用企業實訪進行個案研究法，以冷凍調理產業內廠商為訪談對象，針對廠商因應社會環境變遷時應進行之配套策略，以五力分析法探討冷凍調理產業所處的產業競爭環境，并以SWOT優劣勢分析法對廠商內部資源優劣勢及外部環境機會與威脅進行分析，以研擬出冷凍調理產業的經營策略，并獲致以下結論：
1、運用優良的冷凍調理加工技術，爭取更多客製生意
2、開發休閒、素食、養生、有機及生技食品，提供特定產品及服務
3、透過亞太地區平臺，達成國際化
4、加強核心技術和研發經費投入，開發獨特創新的產品
With the change of lifestyle, the increase of single aristocrats and double-pay families, the pursuit of speed in the diet life, but also spawned a strong demand for take-away food and food processed foods. Frozen food because of its high quality, high degree of preservation of the original flavor of food, health and safety, convenience and other characteristics in line with modern consumer demand. Since the outbreak of the food and safety incident in 2008, the food safety problems in Taiwan's food industry have been constantly arising, which have also adversely affected the operation of manufacturers in the refrigeration and conditioning industry. In addition, the quality of frozen foods in China is too high, and the competition between manufacturers is competing for making the products on sale. Frozen conditioning food industry, the internal environment and the enormous changes in the external environment have prompted manufacturers in the industry to think about the future business strategy to seek breakthroughs in the future growth of the industry space.Therefore, this study uses the case study of the enterprises to interview, in order to refrigerate the manufacturers in the industry as the interview object, according to the manufacturers in response to changes in the social environment should be carried out in supporting strategies to five forces analysis of the industry in which the refrigeration conditioning industry in the competitive environment , And SWOT strengths and weaknesses analysis of the advantages and disadvantages of internal resources and external environment opportunities and threats to analyze the development of frozen conditioning industry business strategy and draw the following conclusions:
First, the use of good refrigeration conditioning processing technology, for more customized business.
Second, the development of leisure, vegetarian, health, organic and biotechnology foods, to provide specific products and services.
Third, reach internationalization through the platform in the Asia Pacific region. Fourth, strengthen the core technology and R & D funding, the development of unique and innovative products. |
