請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/74027
標題: | 素食趨勢下烘焙業的因應策略: 以A公司為例 Strategies for the Bakery Industry in Response to the Trend of Vegetarianism:Case Study on Company A |
作者: | Ming-Jian Liao 廖明堅 |
指導教授: | 陳鴻基 |
關鍵字: | 素食烘焙,環保健康,文明企業,永續發展,產業趨勢, vegan baking innovation,eco-friendly human health,civilized enterprise,sustainable development,industry trend, |
出版年 : | 2021 |
學位: | 碩士 |
摘要: | 台灣烘焙產值至今已經超過600億元,其中街邊麵包店也超過7000家,麵包與糕點儼然已經成為我國人民生活中不可或缺的一環。但近年來由於個人健康、動物福利以及環境保護的意識興起,素食飲食逐漸受到消費者的重視,與以奶、蛋作為食物原物料的烘焙產品形成矛盾,使得許多市面上的烘焙業者受到威脅,故本研究欲探討在素食經濟烘焙業者的因應策略為何。 本研究採個案研究法,以A公司作為個案進行深入探討。原因在於個案公司在台灣已經成立了40多年,為我國烘焙業者歷史縮影,除了經歷許多外在環境變化外,內部更有許多優渥資源以提供其進行轉型。因此本研究透過訪談內部高階主管了解內部運作與策略外,更訪談食用素食之顧客以了解消費者的真實需求及想法,以獲得更全面資料有利於後續進行策略之擬定。 本研究分析過程以總體環境分析模型、五力分析模型了解素食經濟對烘焙業帶來的影響外,更透過商業模式模型了解個案公司的經營模式,此外再加上訪談內容的參考,個案公司制定一新理念作為因應策略—「新舒食主義」。在新理念主義的驅動下,個案公司實行開發新市場策略,針對原物流、生產流程以及店上櫃位進行調整,以期望能帶給消費者健康、安心的素食烘焙產品;此外,在行銷策略上除了價格平易近人外,產品除了包含六種速食麵包,個案公司更在旗下的複合餐飲店推出23款素食產品,通路選擇上除了實體店面販售,更結合電商以及便利商店希望能讓消費者輕鬆方便購買。 本研究期望透過個案公司的案例分析,讓素食經濟不再是烘焙業的威脅,而是一項新的轉機,提供給市面上其他烘焙業者做為參考與相互學習。 In Taiwan, the production value of bakery has exceed 60 billion, bakeries also over 7000. Obviously, bread and pastries have become an important part of our life. However, in recent years, due to the rise of awareness of personal health, animal welfare and environmental protection, vegetarian diets have gradually received attention from consumers. Therefore, this research intends to explore baking industry coping strategies of those under the vegetarian economy. This research adopts a case study method, taking Company A as a case. Because the company A has been established for more than 40 years in Taiwan. It is a microcosm of the history of the bakery industry, not only experiencing many changes in the external environment, also owning many resources to support organization. Therefore, this research conducted interviews with senior supervisor to understand internal operations and strength. Also interviewed vegetarian customers to understand consumers' needs and thoughts, hope can receive more comprehensive information for subsequent strategy formulation. In the research, we use PEST and Porter Five Forces Model to analyze the impact of the vegetarian economy on the baking industry. Furthermore, using Business Model to understand the case’s operating. So under the analysis, the company A make a new concept “new comfort foodism”. Driven by the new idealism, the case company implement a new market development strategy and marketing strategy. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/74027 |
DOI: | 10.6342/NTU202100191 |
全文授權: | 有償授權 |
顯示於系所單位: | 商學組 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
U0001-2601202118453500.pdf 目前未授權公開取用 | 2.66 MB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。