連鎖茶飲企業開拓日本市場策略之研究

A Study of the Strategies of Market Expansion in Japan for the Beverage Chain Corporations

台灣外帶式茶飲市場每年有50億的商機，其中「珍珠奶茶」成為台灣最具代表性的飲料，登上全球最美味的五十種飲料之一。國內連鎖茶飲品牌紛紛擴大經營版圖，近來甚至在日本市場掀起風潮，企業走向國際化發展已成為趨勢。然跨國企業的經營，常隨各國法律、文化與經濟等因素產生不確定性，也讓國際化策略的研究意義更為重要。本研究以跨國連鎖茶飲企業為研究對象，透過個案研究方式，進行資料蒐集整理及深度訪談，瞭解連鎖茶飲品牌在國內累積的加盟營運知識基礎下，如何成功的、階段性開拓日本海外市場。

In Taiwan, there is 5 billion commercial opportunities in take-out-beverages market, ''BOBA'' is most well-known and has its stand on CNN's ''World's 50 Most Delicious Foods'' news report. Native beverage chain stores all aid expansion in markets, and these days even forms a big hit in Japan, showing that global market strategy becomes a tendency. However, the operation of a multinational corporation is usually subject to local enactmental, cultural and economic circumstances to induce uncertainty, which makes the significance of international strategy more critical. This thesis is using multinational beverage corporation as a research object and through case study to perform data collection, compilation and in-depth interview to understand how chain beverage corporations can successfully and phasingly attack the overseas market in Japan with their own domestically accumulated knowledge-based franchising experiences.