傳統糕餅品牌與 IP 授權：以紅櫻花食品為例

Abstract

本研究以臺灣糕餅業者紅櫻花食品與日本知名三麗鷗株式會社之智慧財產權（intellectual property，IP）聯名合作模式為例，探討 IP 授權策略在傳統食品產業之應用，透過質性個案研究法，輔以深度訪談、次級資料與財務模擬分析，旨在剖析其授權流程、成本效益與關鍵影響因素。最後，以 SWOT 進行紅櫻花食品情勢分析，歸納其未來發展策略。 研究發現，與三麗鷗的 IP 授權合作，流程嚴謹且耗時，從初步洽談至產品上市可能需 8 至 17 個月甚至更長，這導致產品上市時間延遲，增加了營運資金周轉壓力與市場反應速度的限制。前期投入成本高昂，包括設計開發與樣品製作等費用。財務模擬顯示，聯名產品雖淨利率略低於非聯名款，但能顯著提升產品售價與總營收。若銷售量穩定成長且達一定規模，預計授權第 3 年後有機會轉虧為盈，授權費用與實際銷售量是影響盈虧的關鍵變數。 本研究之個案，紅櫻花食品透過積極溝通、提前規劃與專業團隊應對上述挑戰。因此，IP 授權為紅櫻花食品注入轉型動能，顯著提升品牌形象與拓展不同年齡層的目標客群，並增加了產品差異化與市場話題性，具備拓展伴手禮市場的潛力。成功的 IP 授權合作需建立在嚴謹的策略規劃、高效的管理執行及 IP 與企業品牌間的高度契合上。本研究不僅為臺灣傳統食品產業轉型提供具體案例以供參考，歸納個案之經驗，建議企業將品牌視為長期資產，精選合作 IP，並強化跨部門協作，以實現品牌成長與價值創造。

This study examines the collaboration model between Taiwan's traditional pastry company, Red Sakura Food, and Japan’s renowned Sanrio Co., Ltd., focusing on the application of intellectual property (IP) licensing strategies within the traditional food industry. Using a qualitative single case study approach supported by in-depth interviews, secondary data, and financial simulation analysis, this research aims to explore the licensing process, cost-benefit considerations, and key influencing factors. A SWOT analysis is also conducted to summarize Red Sakura Food’ strategic positioning and future development directions. The findings reveal that the IP licensing process with Sanrio is rigorous and time-consuming, often taking 8 to 17 months or more from initial negotiations to product launch. This delay impacts market responsiveness and increases working capital pressure. Upfront costs are substantial, including design development and prototype production. Financial simulations indicate that while co-branded products may yield slightly lower profit margins compared to non-licensed ones, they can command higher prices and significantly boost overall revenue. If sales volumes grow steadily and reach scale, profitability may be achieved by the third year of licensing. Licensing fees and actual sales volume are identified as critical variables affecting profitability. The case of Red Sakura Food demonstrates that proactive communication, early-stage planning, and a professional team are essential in overcoming the challenges of IP licensing. The partnership with Sanrio has injected transformation momentum into the company, enhancing brand image, reaching a broader demographic, and increasing product differentiation and market buzz. This highlights the potential for growth in the gift and souvenir market. Successful IP licensing hinges on strategic planning, efficient execution, and a strong alignment between the IP and the corporate brand. This study not only provides a concrete reference case for the transformation of Taiwan's traditional food industry but also offers actionable insights. It recommends that companies view their brand as a long-term asset, carefully select IP partners, and strengthen cross-functional collaboration to drive brand growth and value creation.