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    Title: 台灣連鎖茶飲進軍韓國市場之研究-以貢茶為例-
    Market Research of the taiwan chained Tea brand advancing Korea-Gong Cha for example
    Authors: 劉羿伶
    Contributors: 郭秋雯
    劉羿伶
    Keywords: 韓國
    連鎖加盟
    行銷
    台灣連鎖加盟飲料店
    韓國連鎖加盟咖啡店
    Korea
    Franchising
    Marketing
    Taiwan drink chains
    Korean coffee chains
    Date: 2016
    Issue Date: 2016-08-22 13:20:54 (UTC+8)
    Abstract: 隨著經濟發展逐漸成熟,服務業所扮演的角色也越來越重要。服務貿易的重要性與日俱增,尤其是台灣內需市場相當有限,企業擴展的規模也有限,因此開拓海外市場一直是台灣連鎖加盟產業的趨勢。台灣的連鎖加盟企業經營方面歷經長久以來的發展,在經營管理、專業知識以及Know-how方面都已具有相當程度的水準。因此已有不少具備相當規模的知名連鎖業者開始將其經營觸角延伸至海外市場,進行海外展店活動。
    我國政府有鑑於台灣美食的發展潛力,因此將「美食國際化」列為十大重點服務業,並規劃「台灣美食國際化行動計畫」,協助台灣美食產業進軍國際。「台灣美食」傳承中華飲食文化並融合各國的在地特色,深獲國內外民眾青睞。經濟部積極透過資通訊科技的應用,協助餐飲業者進一步提升經營效率、改善食品衛生安全、導入新型態產品、發揮品牌效益等,除了為達成產業創新加值及轉型的目標之外,更希望使台灣美食成為產業結構優化中「服務業科技化與國際化」的典範。
    台灣連鎖加盟飲料店一直是備受矚目的餐飲業之一。台灣連鎖加盟飲料店從1990年代開始發展至今,不管是在口味開發與調整、製作技術或是經營方面也都已經有相當豐富的市場經驗與成熟的Know-how。從1999年開始,隨著快可立和休閒小站進軍海外市場開始,逐漸打開了「珍珠奶茶」在國際市場上的知名度。雖然快可立和休閒小站也在1990年代末期進入到韓國市場。卻沒能讓這個來自台灣的好味道---「珍珠奶茶」在韓國引起風潮。而自2012年台灣連鎖飲料店品牌「貢茶」進軍韓國市場後,才使喝珍珠奶茶這件事在韓國快速地被傳播開來。隨著貢茶的成功,近年來許多台灣連鎖加盟業者也開始到韓國開設分店。然而進軍海外市場牽涉的層面廣泛且複雜,除了產品本身要有一定的品質與其特色之外,最重要的是對當地市場的相關資訊能有詳盡的了解才能找出成功行銷策略。
    韓國一直以來都是大企業在掌控韓國的經濟,近幾年來韓國政府一直想創造更多就業機會以活化經濟並改善消費環境。韓國總統朴槿惠在2014年出席北京舉行的“APEC領導人同工商諮詢理事會代表對話會”時,提到只有中小企業成為增長動力和經濟核心,才能刺激經濟全面發展。為此韓國政府實施多項中小企業扶持政策。因此台灣中小型連鎖企業若能將觸角伸至韓國,除了利於企業之發展之外,亦能為韓國社會注入新活力並創造就業機會。
    韓流在台灣盛行的現在,台灣亦透過不一樣的方式,讓一股特殊的台流也逐漸在韓國街頭被吹起。因此本文希望藉由分析台灣連鎖飲料店品牌---貢茶成功開拓韓國市場的案例,找出貢茶能成功行銷韓國的原因,且透過探討台灣貢茶進軍韓國成功案例之分析,期望能提供台灣連鎖加盟業者相關資訊。
    As the economy is advancing towards maturity, service industry plays an increasingly important role. Service business is considered more important especially in Taiwan, as both the domestic demand and the corporate expansion are limited. Therefore, overseas market is always a target for Taiwan’s franchising industry. Based on a long-term development, Taiwan’s franchising brands have achieved a considerable stage in terms of operation, management, expertise and know-how. As a result, many well-known brands begin to extend their business and extend stores to the overseas market.
    Considering the potential of Taiwan food, the government has highlight the Food Internationalization as one of the Top 10 Service Industries, and issued Taiwan Food Internationalization Plan to assist Taiwan food industry in the overseas market. Combining traditional Chinese food culture and localized exotic food characters, Taiwan food has won great favor from people both domestic and abroad. Taking advantage of information technology, the Ministry of Economic Affairs actively helps practitioners further upgrade the operating efficiency, improve the food health and safety, introduce new types of products and exert brand effects. Besides achieving the innovational value adding and transition of the industry, it also expects to set up Taiwan food a successful model of Services Technicalization and Internationalization in the optimization of industrial structure.
    Drink chains always stand out in Taiwan’s catering industry. Ever since 1990s, drink chains have formed rich marketing experience and mature know-how in respects of flavor development and adjustment, production technology and operation. Since Quickly and Easy Way started to explore the overseas market in 1999, bubble tea has become renowned all over the world. However, they failed to promote this Taiwan flavor in Korea when they entered Korean market in the end of 1990s. Not until Gong Cha entered Korean market in 2012 has the bubble tea become popular. The success of Gong Cha has driven plenty of Taiwan drink chains to open stores in Korea. However, overseas market exploration is comprehensive and complicated. Besides the outstanding quality and uniqueness of products, it’s also crucial to deeply understand the target market so as to find the successful marketing strategies.
    Korean economy has been controlled by several big businesses for long. In recent years, Korean government tries to create more jobs to activate economy and improve consuming environment. On the Conference of APEC Leaders and Representatives of Business Advisory Council held in Beijing in 2014, Park Geun-hye, president of Korean, indicated that the economy would grow comprehensively only when the SMEs become the growth incentive and the economic core. Korean government has pushed various policies to support SMEs development. Therefore, it’s beneficial for both the development of Taiwan’s SMEs and the revitalization and employment of Korea, if Taiwan’s chain brands expand to Korean market.
    When Hallyu is prevalent in Taiwan, a trend of Taiwan also arises in Korea in a unique way. The study tried to analyze the case of Gong Cha’s success in Korean market to find the factors of successful marketing. Through the case study, it also expected to provide useful information to the practitioners of Taiwan’s franchising industry.
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    相關網站
    貢茶:http://www.gong-cha.com/home.php
    貢茶韓國(공차코리아):http://www.gong-cha.co.kr/pc/#/home
    LimsChicken(림스치킨):http://www.limschicken.co.kr/
    Incruit資料室:http://people.incruit.com/news/newsview.asp?newsno=873927
    行政院主計處:http://www.dgbas.gov.tw/mp.asp?mp=1
    春水堂人文茶館:http://chunshuitang.com.tw/
    翰林茶館:http://www.hanlin-tea.com.tw/
    五嘉茶(오다가):http://www.ogada.co.kr/index.php
    Osulloc(오설록):http://www.osulloc.com/mainF.do
    中小企業振興會(중소기업진흥회):http://www.kasmi.org/
    亞洲經營研究院(아시아경영연구원):http://asiai.or.kr/
    Quickly Korea:http://www.quicklykorea.kr/index.php
    Easy Way Korea:http://easywaykorea.com/index/index.aspx
    Sharetea(쉐어티):http://www.sharetea.co.kr/index.php
    COMEBUY:http://www.comebuy2002.com.tw/home.php
    都可CoCo:http://www.cocochayin.com/
    KOI Cafee:http://www.koicafe.com/kr/
    Job Korea:www.jobkorea.com
    台灣區飲料工業同業公會:http://www.bia.org.tw/
    台灣交通部觀光局:http://www.taiwan.net.tw/
    Description: 碩士
    國立政治大學
    韓國語文學系
    102557006
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102557006
    Data Type: thesis
    Appears in Collections:[韓國語文學系] 學位論文

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