- 研究生:董守駿
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論文名稱:台灣珍珠奶茶在海外市場壟斷租探討
- 指導教授:陳宇翔
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關鍵字:珍珠奶茶、手搖飲、壟斷租
- 論文中文摘要
台灣的手搖飲產業在國際貿易上已經成為台灣重要出口的產業之一,但台灣出口的物料極多數原物料都非原產於台灣卻能可以進口原物料後經過分裝或是加工後大量出口到海外,台灣的手搖飲創造出專屬台灣的壟斷租,透過的是對於手搖飲發源地的特殊性宣稱。但這樣的壟斷租在未來是否依然有用,本文主要在探討台灣手搖飲壟斷租的創造,還有台灣手搖飲品牌在海外市場的現況,最後是針對上述的研究發現對手搖飲產業的未來展望與相關建議。
研究發現台灣手搖飲在海外市場的壟斷租建立在對於發源地的宣稱,但只有品牌在海外登陸的初期適用,因手搖品的產品使用的原物料實際是否為台灣製造,於消費者消費的時候沒有辦法輕易分辨,因此並沒有其所宣稱的獨特性,也導致了台灣的產品需要面對價格的競爭,但台灣因為地理位置與貿易協議並沒有相對的優勢,因此手搖飲產業目前正往三角貿易的方向進行,持續對於發源地的宣稱,但透過第三地出貨降低成本面對競爭,因此台灣除了可以用發源地領先的經驗配合在地化外,同時建議產業可以合作訂出手搖飲的官方標準或認證機制讓消費者能輕易區別出台灣產品與否,可重新創造台灣手搖飲的壟斷租。
- 論文英文摘要
Taiwan's bubble tea industry has become one of the country's important export industries in international trade. However, the majority of materials exported from Taiwan are not originally produced there. Instead, they are imported and then repackaged or processed before being exported in large quantities overseas. Taiwan's bubble teas have created an monopolistic rent for Taiwan by emphasizing their origin.
Research has found that the monopolistic rent of Taiwanese bubble teas in the overseas market is established based on the claim of origin. However, this claim is only applicable during the initial stages of the brand's entry into overseas markets. As consumers cannot distinguish whether the raw materials used in the bubble tea industry are manufactured in Taiwan, the claimed uniqueness is not evident. This situation has led to price competition for Taiwanese products. Additionally, Taiwan lacks geographical advantages and favorable trade agreements, resulting in the bubble tea industry engaging in triangular trade. Taiwanese bubble teas industry continues to emphasize the claim of origin while reducing costs through shipping from third countries to compete. It is suggested that the industry collaborate to establish official standards or certification mechanisms for bubble teas. This would enable consumers to easily differentiate between Taiwanese and non-Taiwanese products and potentially recreate the monopolistic rent for Taiwanese bubble teas.