| 摘要: | 自1953年臺灣推行「以麵代米」政策以及1960年代的麵食推廣運動以來，麵條和粉條已逐漸成為臺灣人飲食中的重要主食。近年來，臺灣的麵條市場蓬勃發展，各類新產品、新品牌層出不窮。中小型製造商、餐飲業者以及跨行業的投資者紛紛加入競爭行列，產品更新速度迅速，許多製麵廠商實現了從生產到成品的一體化服務，使得該產業充滿了激烈的競爭和挑戰。
在此背景下，本研究旨在深入了解臺灣麵條市場的現況，探討競爭格局以及行銷策略的相關議題及其影響因素。希望本研究能為臺灣的食品製造業和麵條業者提供市場行銷策略及商業發展的參考。
本研究採用產業年鑑和次級資料進行分析，並進行專家訪談，以廣東麵為例，先使用PESTEL分析宏觀環境，及分析行業競爭，用SWOT分析來具體化廣東麵的競爭優勢和劣勢。再用4P理論與STP模型的聯用，全面性覆蓋市場和行銷策略，來檢視廣東麵的產品特點及其在市場中的發展機會。
研究結果顯示：
1.產品力和獨特口感：廣東麵憑藉其獨特的產品特性和口感，在麵條市場中脫穎而出，滿足了消費者對營養健康食品的期望。
2.挑戰與品牌認知：廣東麵面臨的主要挑戰是消費者對其認知不足以及品牌知名度較低，建議利用數字媒體和社交媒體進行低成本的推廣。
3.增加銷和銷售層面，通過全面的產品佈局和冷鏈物流來更好地服務顧客。
4.市場機會：廣東麵在利基市場具有巨大潛力，建議先在臺灣市場穩固基礎，然後逐步擴展到國際市場。
根據研究結果，本研究提出以下建議：
1.適應老齡化需求：建議廣東麵業者應考慮老齡化社會的飲食需求和營養需求。
2.關注食品安全與可持續性：麵條業者應重視食品安全、人類健康以及環境保護，特別是在減碳和推動可持續性方面。
3.策略性市場區隔：廣東麵業者應利用產品的獨特特性進行有效的市場區隔，採用細分策略開拓利基市場，先在臺灣市場扎根，然後向國際市場擴展。
4.未來研究方向：鼓勵後續研究者在此基礎上，進一步探討麵條市場的其他動態和發展趨勢。
Since Taiwan implemented the "Noodles Instead of Rice" policy in 1953 and the noodle promotion campaigns of the 1960s, noodles and vermicelli have gradually become an essential part of Taiwanese cuisine. In recent years, the Taiwanese noodle market has flourished, with a plethora of new products and brands emerging. Small and medium-sized manufacturers, restaurateurs, and cross-industry investors have joined the competitive landscape, rapidly updating products and integrating production processes from raw materials to finished goods, resulting in a highly competitive and challenging industry.
Against this backdrop, this study aims to gain an in-depth understanding of the current state of the Taiwanese noodle market, explore the competitive landscape, and examine marketing strategies and their influencing factors. The goal is to provide reference points for marketing strategies and business development in Taiwan's food manufacturing and noodle industries.
This study utilizes industry yearbooks and secondary data for analysis, along with expert interviews, using Cantonese noodles as an example. First, a PESTEL analysis is employed to assess the macro environment and industry competition.
Then, SWOT analysis is used to specify the competitive strengths and weaknesses of Cantonese noodles. Additionally, the combined use of the 4P theory and STP model comprehensively covers market and marketing strategies to examine the product characteristics and market opportunities for Cantonese noodles.
The research findings reveal the following:
Product Strength and Unique Taste: Cantonese noodles stand out in the noodle market due to their unique product characteristics and taste, meeting consumers' expectations for nutritious and healthy food.
Challenges and Brand Recognition: The main challenges faced by Cantonese noodles are insufficient consumer awareness and low brand recognition. It is recommended to use digital media and social media for low-cost promotion.
Distribution and Sales: Enhance distribution and sales through comprehensive product placement and cold chain logistics to better serve customers.
Market Opportunities: Cantonese noodles have significant potential in niche markets. It is recommended to first solidify their foundation in the Taiwanese market before gradually expanding to international markets.
Based on the research results, the following recommendations are proposed:
Adapt to Aging Population Needs: It is recommended that Cantonese noodle manufacturers consider the dietary and nutritional needs of an aging society.
Focus on Food Safety and Sustainability: Noodle industry stakeholders should prioritize food safety, human health, and environmental protection, particularly in terms of carbon reduction and sustainability efforts.
Strategic Market Segmentation: Cantonese noodle manufacturers should utilize the unique characteristics of their products for effective market segmentation, adopting a niche strategy to develop the market, initially establishing a foothold in Taiwan before expanding internationally.
Future Research Directions: Encourage future researchers to further explore other dynamics and trends in the noodle market based on this foundation. |
