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• Main Authors: Yuan-hung Yu, 游元宏
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/59527562827050906816

碩士 === 國立中央大學 === 管理學院高階主管企管碩士班 === 100 === The rapid economic growth in China has brought forward a raise in personal income over the years, resulting in increasing consumer power along with inflation. However, many Taiwanese businessmen who set up factories in China cannot enjoy the delight of such growth. They are facing severe competition arisen from escalating manufacturing cost and falling selling price. Thus, it has become more and more difficult for Taiwanese manufacturers to stay competitive in China. Many have chosen to transform their business models, instead of sitting still waiting to die. As income increases, Chinese consumer has gradually changed their consuming behavior. It results in successful transformation of many traditional restaurants into chain stores across China. The Taiwanese catering industry is quite mature and internationally famous, thus, many Taiwanese businessmen have also plunged into the catering market and benefited. This study is based on a Taiwanese businessmen’s point of view, proposing to start up a new business by selling “Pearl milk tea,” a famous take-out tea drink in Taiwan. This study aims at devising a successful business model for chain stores in China for the tea drink. A basic strategic differentiating factor is good quality. A feasibility analysis of the business is reported in this study. Various aspects, including capital, market, managing strategy, competing strategy, technology, organization, financial, legal and risk, are evaluated. The proposed business is concluded feasible. Finally, detailed action plans of the startup business are designed, including short term, mid term and long term strategies and actions.