| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 101 === Although Taiwan''s Chain Food and Beverage Industry kept growing in recent years, however, the range of growing was not as good as in the past. Because of the limitation of domestic market, the industry needed to enter foreign markets for maintain its profit and growth. Previously, internationalization researches of Taiwan''s Chain Food and Beverage Industry were more emphasized on international experience, motives for internationalization, and international partnerships. There were little researches on Key Success Factors of internationalization marketing for Taiwan''s Chain Food and Beverage Industry.
The proportion of internationalization of Taiwan''s Food and Beverage Industry, tea beverage firms were the highest. This successful experience could be a good example to other firms in this category. Malaysia is one of attractive foreign markets for Taiwan’s firms to enter; moreover, Malaysian Chinese consider as market innovators in Malaysia. If Taiwanese firms understand the behavior and preferences of Malaysian Chinese, it could also attract business from other ethnic groups in Malaysia. Therefore, this research focused on key success factors (KSFs) of international marketing for Taiwan’s tea beverage from Malaysian Chinese consumers'' point of view.
First, KSFs were reviewed by literatures and identified. After discussed with scholars, these KSFs were sent out to senior industry experts for further reviews. Finally, results of reviews were used as questionnaire development for consumers in Malaysian market. The survey was conducted at Taiwan’s tea beverage shops in Malaysia, with 343 valid questionnaires collected.
The research results showed that the important order of KSFs for Malaysian consumers as followings: (1) service ability, (2) product development ability, (3) design and creative ability, (4) brand image, (5) promoting and marketing ability, and (6) locations convenience. The results also showed that there were significant differences about important order of KSFs among ages, occupation and education levels. Therefore, Taiwan’s firms need to pay more attention about market segmentation in Malaysian market.
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