飄香國際的臺灣好味道-全球珍珠奶茶的下一步

Abstract

珍珠奶茶在國際市場上十分受歡迎，珍珠奶茶也被臺灣人視為代表臺灣的美食之一，且臺灣政府在進行外交活動時，也將珍珠奶茶作為臺灣美食文化的代表之。在國際市場上也可以看到，臺灣有許多珍珠奶茶的品牌進入國際市場當中，然而國際上有消費者並不清楚珍珠奶茶的發源地，究竟臺灣引以為傲的臺灣美食「珍珠奶茶」實際與臺灣的關係為何，且政府的政策又是如何影響臺灣的珍珠奶茶產業。本研究為探討珍珠奶茶與臺灣在國際上的關係，從臺灣六家在國際上發展的珍珠奶茶品牌著手，以企業國際化的五個關鍵議題：國際化動機、國際化驅動力、國際化商業網路關係與社會網路關係、國際化之企業內部阻礙及外部阻礙，和國際化的進入模式進行訪綱設計，以深度訪談的方式，探討臺灣珍珠奶茶企業國際化的歷程，進而探究臺灣與珍珠奶茶在國際化過程的挑戰以及下一步。本研究經分析後得到333個分析單位，在國際化動機中得到4個主類目，並以因應市場需求及宣揚臺灣文化為主要因素；於國際化驅動力中得到4個主類目，以企業自身優勢及代理商人脈助力為主要因素；國際化商業網路關係與社會網路關係中得到4個主類目，以當地臺商幫助為主要項目；關於國際化之企業內部阻礙及外部阻礙，內部阻礙共計7個主類目，以資金及人力資源限制為主要阻礙，外部阻礙總計13個主類目，進口關稅高及各國文化差異為主要阻礙，其中在該主題中特別探討到由於臺灣在國際上的知名度不高，因此臺灣對於珍珠奶茶並不一定是加分項目；最後關於國際化的進入模式，共有7個主類目，其中以合資及海外授權為主要方式。研究結果顯示政府所推行之相關美食計畫仍未能解決臺灣珍珠奶茶業者所面臨的國際化阻礙，且針對臺灣與珍珠奶茶在國際上的連結性，會因為企業理念與實際操作上的矛盾、國際市場競爭激烈和中國政策影響而損及珍珠奶茶象徵臺灣的意涵。本研究建議，若想以珍珠奶茶提升臺灣國際的形象或是知名度，臺灣各界都需要重新審思臺灣珍珠奶茶的國際推廣策略，並且加強對臺灣珍珠奶茶企業國際化的協助。Bubble tea is very popular in the international market, and bubble tea is also regarded by Taiwanese as one of the cuisines that represent Taiwan, and the Taiwanese government also uses bubble tea as a representative of Taiwan's food culture when conducting diplomatic activities. It can also be seen in the international market that there are many bubble tea brands in Taiwan entering the international market, but some consumers in the world are not clear about the birthplace of bubble tea, what is the actual relationship between Taiwan's proud Taiwanese delicacy "bubble tea" and Taiwan, and how the government's policies affect Taiwan's bubble tea industry. In order to explore the relationship between bubble tea and Taiwan in the international community, this study starts from six bubble tea brands in Taiwan that have developed internationally, and explores the internationalization of Taiwan's bubble tea enterprises by means of five key topics: internationalization motivation, internationalization driving force, international business network relationship and social network relationship, internal and external obstacles of internationalized enterprises, and international entry mode. Then explore the challenges and next steps of Taiwan and bubble tea in the internationalization process. After analysis, 333 analysis units were obtained, and 4 main categories were obtained in the internationalization motivation, with responding to market demand and promoting Taiwanese culture as the main factors. In the driving force of internationalization, it has 4 main categories, with the company's own advantages and agent network assistance as the main factors. There are 4 main categories in international business network relations and social network relations, with the help of local Taiwan businessmen as the main items. Regarding internal and external obstacles to internationalization, there are a total of 7 main categories of internal obstacles, with financial and human resource constraints as the main obstacles, and 13 main obstacles, with high import tariffs and cultural differences among countries as the main obstacles. Therefore, Taiwan's bubble tea is not necessarily a plus. Finally, regarding the entry mode of internationalization, there are 7 main categories, of which joint ventures and overseas licensing are the main methods. The results of the study show that the relevant gastronomic programs implemented by the government have not yet solved the obstacles to internationalization faced by Taiwan's bubble tea industry, and the international connection between Taiwan and bubble tea will damage the meaning of bubble tea symbolizing Taiwan due to the contradiction between corporate philosophy and actual operation, fierce competition in the international market and the influence of Chinese policies. This study suggests that if we want to enhance Taiwan's international image or popularity with bubble tea, all sectors in Taiwan need to rethink the international promotion strategy of Taiwan's bubble tea and strengthen their assistance to the internationalization of Taiwanese bubble tea enterprises.