台灣洗滌市場及商用高溫洗碗機廠商經營策略之研究 —以吉維那公司為例

Abstract

台灣近十年來，從三聚氫銨事件，塑化劑，及地溝油事件，逐漸重視食品安全及環保議題，而餐飲文化更是由王品神話開始，讓台灣的餐飲業蓬勃發展起來。但針對飲食的安全，往往忽略了餐具的清潔，然而不論是食品安全或環保，都跟高溫殺菌洗碗機及洗滌市場有關。在這個逐漸被重視且成長的市場，該用何種策略勝出？ 本研究採用個案研究的方式，分析一家製造研發高溫洗碗機及兼營洗滌市場的廠商的發展策略。透過五力分析模型可以找到洗碗機及洗滌市場的關鍵因素，再藉由BCG矩陣分析企業本身的資源與能力為何，比較企業本身的產品組合應集中發展於那些項目領域，探討其如何採取低成本、差異化及購併的策略來做為企業的事業發展策略。 本研究結果發現高溫洗碗機產業的產業競爭度高，但是廠商的品牌力是關鍵。由於國外品牌廠商多半未設服務站於台灣，故廠商後續的維修保養能力是客戶考慮的重點，若能加上自主研發製造能力，改善使用者在使用上的問題，則可以強化品牌的操作，建構未來持續成長的組織。而在洗滌市場，產業競爭度亦高，進入門檻相對容易，故品質力是必備要件，若能強化經營管理及品牌，對擴大市佔率有相當大的助益。 本研究也顯示個案公司在經營橫跨製造跟服務兩個產業時，應針對自身競爭力，重新定義產品組合，專注高毛利及提高市佔率，建立品牌，才能提高競爭門檻，成為產業裡的領頭羊。

In recent decades, it is getting more and more important for people to focus on the food safety issues in Taiwan, especially after the Melamine, Plasticizer, and gutter oils crisis. The food and restaurants are growing faster and faster in Taiwan, starting with Wowprime legend. However, the safety of the food not only from the food itself, but also the cleanness of the tableware. In the meantime, the way to keep the environmental protection and also keep the sanitary of the tableware is to use the high temperature dishwashing machines. What kind of strategy to use in this growing market? This thesis used a case study approach to analyze the business development strategy of an own brand instrument company. To analyze the growing strategy of the company who has the ability to do the industrial high temperature manufacturing and dishwashing service center. By the Porter’s five forces analysis to find the key success factors, and use the BCG matrix to analyze the resource and capability of the company. This study shows that the competition of the manufacturing of the high temperature dishwashing machines and dishwashing service are both strong. The keys are brand, quality and management. The company should focus on the R&D in manufacturing the machines, improve the end-user problem, and strengthen the maintenance service to enlarge the market share. Since this company do both manufacturing and dishwashing service, it should focus on its core competitiveness, reset the product combination, focus on high grass margin ones and enlarge the market share, and establish the brand image. Therefore, the entry barrier will be higher and the company should be able to be the bellwether.