跨國公司在中國麵包市場之擴展策略 : Paris Baguette和 85°C個案研究

Abstract

相較於其他國家，中國烘焙市場較不發達，但隨著人均所得的增高和飲食西化，中國烘焙市場開始快速成長。從1990年代中期，許多來自世界各地的麵包店進入中國市場，但發展結果分歧，因此本研究選擇兩間在中國市場發展成功的麵包店，藉此分析他們在進入中國市場時的進入模式和擴展策略。 本研究以來自台灣的85°C和來自韓國的Paris Baguette麵包店為例，從他們的擴展策略和年報分析中收集出六個會影響在中國烘焙市場發展的原因。第一:控制程度影響市場擴張；第二:公司大小影響市場擴張；第三:文化差距越小，市場擴張越成功；第四:競爭狀況影響市場擴張；第五:高端品牌定位和銷售量沒有直接關聯；第六:中國內區域性的不同會影響銷售量。本研究亦提供如何進入中國烘焙市場的建議。China's bakery market is less developed than that of other countries, but it is rapidly growing in line with rising income levels and westernization. Since the mid-1990s, many bakery companies from around the world have entered China's bakery market, but results have been divided. Therefore, this study selects two bakery companies that have a relatively successful market in China and analyzes their entry mode and expansion strategy in China's market. This study takes the case of 85°C in Taiwan and the Paris Baguette in Korea, which have entered China's bakery market, as examples. We gathered six findings from each company's core expansion strategy and annual report analysis; the first is that level of control influences market expansion, the second is firm size influences market expansion, the third one is the less the cultural distance that the more successful the market expansion, the fourth one is competitive situation influences market expansion, the fifth one is a high-end positioning is not directly related to sales, and the final one is regional differences in China affect sales. The conclusion on how to enter into China's bakery market are provided.