手搖飲食品廠之國際化與成長佈局－以卜立為例

Abstract

本研究探討了手搖飲產業的現況與未來發展機會，並針對個案卜立公司在全球市場上的國際化策略進行分析與建議。研究發現表明，手搖飲市場在台灣及全球都顯示出穩步增長的趨勢，特別是珍珠奶茶在東南亞、歐美等地的需求快速增長。可預期未來市場需求將持續擴大，另外在健康飲食風潮、流行風尚及創新產品的推動下，手搖飲產業將迎來更多發展機會。然而手搖飲市場競爭十分激烈，企業需面對挑戰如競爭者眾多、國際原物料成本波動、消費者口味變化及健康需求等。 本研究以SWOT分析與C-SOP方法進行卜立公司的國際化發展策略分析。研究顯示，卜立公司在生產規模、客製化產品和天然有機成分方面具有優勢，且以在海外市場站穩腳步，但仍需面對來自競爭對手及高風險市場的挑戰。公司應通過拓展國際市場、加強產品創新與提升品牌價值來提升競爭力，尤其在美國市場的發展應成為主要策略方向。此外，本研究也對卜立公司在海外市場開拓中的管理策略提出建議，強調跨文化管理、資源配置與風險管理的必要性。在組織管理革新方面，卜立公司已導入TPS、ERP等現代化管理工具，並強調員工培訓，以提升內部運作效率並支持全球業務擴張。 綜上所述，手搖飲產業的未來充滿機會與挑戰，卜立公司需持續創新產品、加強全球布局，並持續進行企業的轉型，有效應對市場競爭與變化，才能在國際市場中穩步發展。本研究的貢獻在於提供了企業在全球化過程中的管理策略參考，對手搖飲產業的未來發展趨勢也具有重要的實踐意涵。

This paper examines the current status and future growth prospects of the hand-shaken beverage industry, with a particular focus on the internationalization strategy of the case company, Puly, in the global market. The findings show that the bubble tea segment is steadily expanding in both Taiwan and overseas, especially in Southeast Asia, Europe, and North America. This growth is fueled by trends such as healthy eating, lifestyle changes, and product innovation. However, the industry faces significant competition, with challenges including market saturation, raw material cost fluctuations, evolving consumer preferences, and increasing demand for health-oriented products. To evaluate Puly’s global strategy, this study adopts SWOT analysis and the C-SOP framework. The results indicate that Puly holds competitive strengths in production scale, product customization, and the use of natural ingredients. Although the company has built a solid presence in foreign markets, it continues to face pressures from rivals and the uncertainties of high-risk regions. Strengthening its global position will require further expansion, product innovation, and brand value enhancement, with the U.S. identified as a key market. Furthermore, this study offers managerial suggestions for Puly’s overseas development, emphasizing cross-cultural management, resource allocation, and risk control. Internally, Puly has adopted modern tools such as TPS and ERP, alongside employee training to improve operational efficiency and support global expansion. In summary, the hand-shaken beverage industry presents both opportunities and challenges. To ensure sustainable growth in international markets, Puly must continue to innovate, expand strategically, and adapt to changing market conditions. This study contributes strategic insights for companies undergoing globalization and offers practical implications for the future of the bubble tea industry.