引進西班牙豬油進入台灣市場之策略

Abstract

本研究主要的目的是基於台灣去年食安問題發生後，豬油市場急遽的萎縮；美國新的法令要在三年內禁止反式脂肪的使用，這兩個對油脂工業重大影響的條件背景下，一個新的進口豬油產品，如何計劃在台灣市場銷售，用甚麼樣的市場策略進入這個市場是本文探討的重點。 在過去50年以來，世界油脂市場不斷的在成長，由於植物精煉油脂的技術的精進，現在超過80%的油脂都是植物油脂，但台灣在過去的十年每人使用的油脂量不斷在衰退，雖然植物油也占了八成的市場，但現在引進豬油是否正確還是一個錯誤的決定是本研究探討的重點之一。 如果要引進，如何制定決策？如何擊敗其他的競爭對手，如果贏了，要如何保持戰果，是這研究的另一個重點。

The main objective of this study is to study the lard market in Taiwan based upon first, the drastic decline of the lard market in Taiwan due to food safety problems in Taiwan in 2014 and send the new American legislation to ban the use of trans fats in three years. Under the background of these two major impact on the oil industry, this study intends to investisgate whether importing lard products is a viable opportunity and if so how. , In the past 50 years, the world oil market continued to grow, due to the sophisticated technology of vegetable oil refining. Now, more than 80% of consumed food oil is vegetable oil. Given the popularity of vegetable oil in Taiwan, however, the consumption of food oil per capita has been declined for a decade. Under such circumstances, we try to explore whether the introduction of Spanish Lard to the Taiwan market makes business sense. And, what is the marketing strategy to the imported lard to beat competitors and to ensure future success.