手搖飲產業國際化之經營策略-以快樂檸檬為例

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Title:	手搖飲產業國際化之經營策略-以快樂檸檬為例
Other Titles:	International Business Strategy of Specialty Hand-drinking Beverage Industry -A Case Study of HappyLemon
Authors:	林浩凡 LIN, HAO-FAN
Contributors:	凃宥德 TU,YU-TE 經營管理學系碩士在職專班
Keywords:	手搖飲產業;國際市場進入模式;產業競爭分析;鑽石理論;修正式德菲法 Hand-Cranked Beverage Industry;International Market Entry Mode;Industry Competition Analysis;Diamond Theory;Modified Delphi Method
Date:	2023
Issue Date:	2023-11-22 02:06:57 (UTC+0)
Abstract:	手搖飲產業的發展已經是世界趨勢，然而在眾多品牌與市場飽和的競爭下，紛紛有許多業者向外出走到其他國家發展，手搖飲產業已經進入所謂的高度自由、國際化，故手搖飲產業是一個高度競爭的市場，因為消費者的選擇眾多，大多數人對品牌並無忠誠度，因此，如何於高度競爭的環境下占有一席之地，成為所有手搖飲產業經營者深思的問題。本研究以雅茗天地集團的品牌快樂檸檬作為主要探討對象，並以Porter鑽石理論作為架構，透過修正式德菲法分析其手搖飲料國際化的經營策略，進一步探討快樂檸檬如何成功進入美國市場，對其進行未來展望分析。本研究以Porter鑽石理論完成初始問卷後，再以半結構式訪談九位專家成員，並經指導教授討論後完成修正式德菲法第一回合的問卷，根據修正式德菲法實施步驟後，本研究結果顯示：快樂檸檬在進入美國市場具備之因素於「生產要素條件」有8項；於「需求條件」有6項；於「相關與支援性產業」有5項、於「企業策略結構與競爭」有5項、於「政府」有6項、於「機會」有6項。 The development of the hand-shake beverage industry has become a world trend. However, under the competition of many brands and markets, many people have gone out to develop in other countries. The hand-shake beverage industry has entered the so-called high degree of freedom and internationalization. Therefore, the hand shake wine industry is a highly competitive market, because consumers have many choices, and most people have no loyalty to the brand. Therefore, how to occupy a place in a highly competitive environment and become the operator of all hand shake drink industry Thoughtful question.This study takes the brand Happy Lemon of Yaming Tiandi Group as the main research object, and uses Porter's Diamond Theory as the framework to analyze its international business strategy for hand-cranked drinks through the modified Deffie method, and explore and discuss how Happy Lemon succeeds step by step Enter the US market and analyze its future development prospects.In this study, after completing the initial questionnaire using Porter's diamond theory, nine expert members were interviewed in a semi-structured manner, and after discussion with the supervisor, the questionnaire of the first round of the revised formal Defei method was completed. After the implementation steps of the revised formal Defei method , the results of this study show that: Happy Lemon has 8 items in the "factors of production" item; 6 items in the "demand item" 5 items in the "related and supporting industries" and There are 5 items in "Strategic Structure and Competition", 6 items in "Government", and 6 items in "Opportunity".
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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