「乳酸菌發酵乳」製造廠的競爭力與競爭優勢之研究-以U公司為例

Abstract

乳酸菌是益生菌的一種，主要的功能可以用來維持體內細菌生態平衡，抑制壞菌的生長，改善腸胃機能，長期以來一直是國內營養、健康食品所推崇建議應該多攝取的益菌(Probiotics)。其中尤以飲用乳酸菌發酵乳(俗稱的優酪乳)乃為最佳的吸收攝取方式之一，優酪乳一直是國人健康乳製品的重要商品；國內的食品公司如統一、味全、光泉、優沛蕾、養樂多等大廠均在市場上佔有一席之地。

根據食品工業研究所的資料顯示，發酵乳製品根據加工處理和充填方式的不同，可製成優酪乳（Drink yogurt）、稀釋優酪乳(Yogurt drink)、固狀優酪乳(Set、Plain、Stirred yogurt)、凍結狀的優酪乳（Frozen yogurt）等四類產品。其中又以前三種優酪乳較為常見。優酪乳原本是歐美國家的營養乳品之一項重要產品，近年來由國外技術指導後引進國內之廠商-大部份為國內乳品製造公司開始生產適合國人口味的優酪乳。這幾年來有越來越多人喜歡優酪乳，每年的市場營業額均達到新台幣數十億以上，主要的因素為該系列產品之單位活性乳酸菌數(Lactic Acid Bacteria)含量較高，對人體健康的幫助較大，同時因為乳酸菌可以分解鮮奶中的乳糖分子成份，就乳糖不耐症的族群來說，對於乳製品的鈣質吸收也是相當有幫助；另一方面，稀釋優酪乳長期以來也受到普遍的歡迎，其中最具代表性的產品就是眾所皆知的養樂多，養樂多可以說是家喻戶曉的乳酸菌發酵乳，也可以說是最早、知名度最高的健康飲料。遠從日本的養樂多公司獨門乳酸菌培育技術移轉，輔導台灣養樂多公司生產，其獨特的口味讓其產品風靡全台數十年不墜，加上養樂多媽媽的獨特行銷體系，親切的服務將產品送到府上;早期台灣物流系統不是那麼方便發達的情況之下，實在是當下正夯的產品，國內許多其他廠牌如健健美、統一多多、味全亞當等雖然卯足全力，始終無法趕上其所受歡迎的程度。

本研究主要是針對台灣地區乳酸菌發酵乳產業中之U公司產品及市場競爭力與競爭優勢之探討。U公司在市場上已經有超過四十年的歷史，該公司在本土食品市場上不但有不可撼動的地位，除了本業為食品製造業以外，流通業與商流貿易次集團也是該公司相當具有核心競爭力。此外同時擁有一支國內職業棒球隊，其財力之雄厚顯見一般。究其因素，除了U公司的經營理念誠實、公道面對客戶以外，其營運的多角化擴展與管理銷售模式值得深入探討研究。

The main purpose of this study is on the competitiveness and competitive advantage of “ Lactic Acid Bacteria fermented Milk” manufacturers - the vendor U. As we know well, the Lactic Acid Bacterial is one kind of Probiotics, it helps to maintain the balance of the Bacterial Ecological inside human’s body and keep the good condition for health. Most convenient way to absorb it is to drink the Lactic Acid Bacteria fermented milk-so called Drink Yogurt or Yogurt Drink. They are very popular health fermented milk and most big food firms such as Uni-President, Wei Chuan, Kuang Chuan, Yopalit and Yakult are major suppliers in Taiwan market. According to the definition of Yogurt from Taiwan Food Industrial Research and Development Institute, they are devided as Drink Yogurt, Yogurt Drink and Set/Plain Yogurt. More and more people like to take Drink Yogurt because of the rich & higher density of Lactic Acid Bacterial. However, Yakult, the most famous and well known Yogurt Drink is still very popular, not only in Taiwan, but also worldwide. It is because of the unique ingredient and taste from Yakult Japan plus the “Yakult Mammy” - the Yakult internal sales force to bring the products to the end customers, especially in the timing that there was not any convenient store to provide such kind of service channel. Although there are many followers, but very few can catch up the momentum of Yakult, the ever shining star in this market.

The research for this study is on the competitiveness and competitive advantage of the “Lactic Acid Bacterial fermented milk” manufacturer – the case of U company, which lasts over 40 years in food industry, the unique value of this company, is the Corporate Spirit: “Honest to Customers”, it comes from the diversified operation models to stretch the business angles from food manufacture to logistic services on physical product as well as the cash flow. And internally also continue to enhance the capacity and capability and maintain the best condition on the competitiveness. It is now a very challenge moment. Taiwan economic environment is reflecting the worldwide situtation and most factories are re-located to Mainland China in order to get closer to the value chain for the global business, the generation shifts, some companies even cannot survive. We can have the good lesson learn on the competitiveness and competitive advantages from such a good company.