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題 名 | 臺灣冷凍調理食品在日本市場之競爭力分析--寡佔模型之應用=Analysis of Competitiveness of Taiwanese Frozen Prepared Food in Japanese Market Utilizing an Oligopolistic Model |
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作 者 | 蕭敏哲; 陳佩綺; | 書刊名 | 東海學報 |
卷 期 | 39:6(農學院) 民87.07 |
頁 次 | 頁145-165 |
分類號 | 463.72 |
關鍵詞 | 冷凍調理食品; 競爭力; 市場力量; 寡佔模型; 需求系統; AIDS模型; Frozen prepared foods; Competitiveness; Market power; Oligopolistic model; Demand system; AIDS model; |
語 文 | 中文(Chinese) |
中文摘要 | 本文以台灣冷凍調理食品輸出日本為例,將其他進口競爭國,即南韓、大陸、泰 國視為競爭廠商,利用產業組織理論中之寡佔廠商理論應用在國際貿易間競爭力之分析,從 而探討台灣冷凍調理食品在日本市場之市場競爭力。本研究利用AIDS需求模型建立日本主 要進口國:台灣、大陸、泰國三國冷凍調理食品之需求體系,並依據建立之市場競爭力指標 評析後發現:三者在日本冷凍調理食品市場以中國大陸最具競爭力,其次為臺灣,泰國在三 者中為最不具競爭力者。實證研究發現大陸冷調食品之需求價格彈性最小,表示日本市場對 大陸產品之需求程度較其他國家進口品高,且市場穩固,由其彈性甚至低於台灣產品,以近 年來兩岸市場的消長,不難看出大陸產品可能由台商、日商在大陸投資設OEM廠再回銷日 本之情形。此外廠商間之價格猜測變量顯現大陸冷調食品是台灣與泰國在日本市場之價格跟 隨者。台灣產品對於大陸與泰國的猜測變量皆為負號,表示台灣廠商不隨著市場之降價而降 價,而有意與低價位產品做一市場區隔。由市場競爭力指數觀之,不管各國的產品與其他國 家產品具有互補性、替代性,或是其在市場為領導者或追隨者,凡是對於價格反應強度較小 者亦即較不受市場價格變動而改變消費者對他的需求量或是改變價格策略者,在這市場上必 具有相對較優的競爭能力。雖然台灣外銷日本市場有許多障礙存在,但若能設法降低台灣產 品之自身價格彈性,提高消費者對其產品的忠誠度,例如在日本市場上區隔出自己特殊的目 標市場,避免價格競爭;或是增加台灣產品與它國產品之互補性,例如與大陸進行兩岸垂直 分工。這些策略將是台灣廠商面對日本食品市場競爭時可採行的方向。 |
英文摘要 | This study utilizes the oligopolistic theory to investigate the competitiveness of Taiwanese frozen foods in Japanese market. By viewing each importing country such as Taiwan, Mainland China, and Thailand as individual firm in an oligopolistic market (Japan), and AIDS demand system is constructed to study the market power of each country in Japanese market. The major findings are as follows: The empirical result reveals that among the studied three countries, Mainland China is the most competitive one in Japanese market followed by Taiwan and then Thailand. To analyze the components of market power index, we can conclude that no matter the product is substitute or compliment to other products, or whether it's the price leader or price follower, the less responsive towards price changes the stronger the market power will be. In other words, marketing strategy should work on reducing the own price and cross price elasticity as well as the conjecture variation towards others in order to gain market power. There are still many obstacles in exporting frozen prepared food to Japanese market, However, if we can adopt marketing strategies mentioned above, and raise consumer royalty towards our products, reduce competition with other rivals or segment our individual target market, develop special marketing channel, even consider the multinational operations, we firmly believe there should be prosperous prospects for Taiwanese frozen prepared food industry in Japanese Market. |
本系統中英文摘要資訊取自各篇刊載內容。