A Study of Development Strategies for Taiwan's Tea Beverage Chain in China - a Case Study of A Company

• Main Authors: Huang, Yen-Chi, 黃彥棋
• Other Authors: Kuo, Te-Ping
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/3g79a6

碩士 === 國立高雄餐旅大學 === 餐旅管理研究所 === 103 === In recent years, the economy of China is growing rapidly. Since the disposable income of the people is increasing and the government has exerted great efforts to push its domestic demand, China has become a world market from a world factory. Food and beverage industry could be viewed as a benchmark of people's living standard, and it is growing one hundred billion RMB per year. Tea beverage industry, which developed from Taiwan is a newly segment in food and beverage industry. Due to similar living habits circumstances, China market can accept this new industry quickly. This study is a qualitative case study, and uses the innovative business models from Johnson (2010) to explore the development strategy of Taiwan's tea beverage chain in China. Moreover, this study takes A company as research object, since the number of units it owns is in top five of China. After collecting the information about A company, several in-depth interviews with corporate executives were conducted. The results show that the primary strategies of its business development are making differentiation on product positioning and product uniqueness from other competitors. A company put more efforts on labor costs, raw material costs, training costs and inspection costs, therefore it could provide high-quality services and products to customers. The case business made market positioning by setting higher price and found out its advantages and distinctive competence to have its own market.