小確幸複合式烘焙永續生存的經營策略

Abstract

臺灣烘焙業如雨後春筍般四處林立，全民彷彿罹患麵包上癮症，一窩蜂搶流行，吃麵包不再只是點心或為了果腹，更成為時尚代名詞。目前的現況與發展趨勢，依據五力分析來看產業生態，用於競爭戰略的分析，可以有效的分析競爭環境，也有助於公司在產業內重新定位，察覺產業變動趨勢下，將帶來的機會與威脅。這樣動態的架構不但可用以分析個別產業內的公司策略，也有助於多項產業的分析。再利用SWOT針對公司和競爭對手分析。分析企業的優勢（Strengths）、劣勢（Weaknesses）、機會（Opportunities）和威脅（Threats）。是對企業內外部條件各方面內容進行綜合和概括，進而分析組織的優劣勢、面臨的機會和威脅。透過SWOT分析，可以幫助企業把資源和行動聚集在自己的強項和有最多機會的地方；並讓企業的戰略變得明朗。再以策略服務願景以目標市場鎖定，服務概念的建成。以個案公司作為分析，再加入關鍵因數，提供想要投入此產業後進者作為其思考步驟和長久經營下立於不敗之地的審視條件。 本研究將以Porter 五力分析，SWOT矩陣，對個案公司之經營概況進行研究，配合服務業之特性及一般競爭策略理論，分析產業結構及公司競爭力，提出競爭策略。探討其關鍵因素和未來可能面對的挑戰，以做為其他企業者的參考借鏡。 本論文研究目的如下： 一、新的加入者審視其是否應投入 二、對目前投入此產業經營者檢驗以及作為未來長期的發展方向 三、產業應運用差異化策略提升產品價值 四、產業應朝多角化方向發展

Taiwan's bakeries spring up like mushrooms and stand in great numbers. It seems like all the people in Taiwan suffer from addiction of bread and rush to grab a pop. Bread is not only a snack or a food to feed people but also becomes a synonym of fashion. Under the current status and trends, based on the Five Forces analysis, industrial ecology is explored since the analysis of competitive strategy can not only effectively analyze the competitive environment but also help the company repositioned within the industry and notice the opportunities and threats brought up by the changes in industry trends. Such a dynamic structure will not only be used to analyze the company's strategy within individual industry but also help to analyze a number of industries. Furthermore, the SWOT is used for the analysis of the company and its competitors. Analysis of strengths, weaknesses, opportunities, and threats of a company is to integrate and summarize all aspects of internal and external conditions of the company and further to analyze the organization's strengths and weaknesses, as well as the opportunities and threats it faces. Through the SWOT analysis, companies can be helped to gather the resources and action in their own strengths and the places with the most opportunities and let corporate’s strategy become clear. Based on service strategy visions, the target market is locked and the concept of service is completed. The case company is analyzed and key factors are added, providing latecomers who would like to enter this industry with invincible examination conditions of thinking steps in the long-term business. This research will analyze the case company's operating profile according to the Porter Five Forces, the SWOT matrix, as well as industry structure and competitiveness of the company based on the characteristics of the service industry and the theories of general competitive strategies to propose competitive strategies. Through exploring key factors and challenges may be faced in the future, the references and advices are proposed for other companies. The research purposes of this study are as follow: i. Examining whether new adders should invest. ii. Examining the operators currently invest this industry as the long-term development direction in the future. iii. The industry should use the differentiation strategy to enhance the value of products. iv. The industry should develop towards the direction of diversification.