(101)010.603

-

101 3

ii

-

iii

(101)010.603

-

101 3

iv

1.

2.3.

1.2.

3.4.

5.6.

7. e8. IT

9.10.

v

A Study on the Competitive Advantage and Market Niche of Leading

Industries in Taiwan: Tourism and Gastronomic Industries

Abstract

This research aims to explore the competitive advantage and market niche of the

leading industries of Taiwan, with a focus on tourism and gastronomic industries. First,

this research collects related literatures, prepares drafts for interviews. With the

literature review and interviews with experts from the industry, government, and

academy, this research analyzes the Taiwanese status quo and advantage/ disadvantages

of tourism and gastronomic industries, investment environments and barriers. Finally,

coping strategies are provided as references for the government and industry.

In the waves of liberalization and globalization, tourism and gastronomic industries

generate huge profits that should not be neglected. In terms of government policies and

development of these industries, the analysis shows that in spite of the advantageous

environment, tourism in Taiwan should still pursue ground-breaking, innovative new

thinking which fits in the current generation and is able to connects Taiwan to the

world. This study provides policy suggestions for tourism and gastronomic industries

respectively. For tourism industry, the suggestions are as follows: (1) Enhance the

connection between selection/recruitment and employment of talents; stress the

cultivation of talents who have superior foreign-language abilities. (2) Assist financing

of related companies. (3) Raise the level of administration to facilitate cross-department

communication. As for the gastronomic industry, the suggestions are as follows: (1)

Improve the connection among different stages of education. (2) Take land use into

consideration when appointing related business areas. (3) Better the promotion of

related incentive policies/subsidies. (4) Enhance the industry-government-academy

cooperation to improve the synergy. (5) Integrate cuisines with specific business

districts for better regional marketing. (6) Improve the information delivery on

purchases of agricultural products. (7) Use websites to create innovative tourism

services. (8) Apply new IT applications to facilitate the consumption of cuisines in

tourism. (9) Integrate festivals with cuisines to enhance the effect of marketing. (10)

Build thematic blocks and establish special zones featuring Taiwanese cuisines.

Taiwan stands in a centric, advantageous position in south-east Asia, and it also holds

features in terms of tourism and cuisines. With the improvement of cross-strait

vi

relationships, tourism and gastronomic industries in Taiwan are expected to keep

growing. This study estimates that the tourist arrivals will keep increasing in the

coming five years, boosting related incomes. Assisting the growth of tourism and

gastronomic industries will in turn stimulate the overall economy of Taiwan, creating

more job opportunities.

................................................................................................................ 3

............................................ 5

2.1 .................................................................................................. 5

2.1.1 ................................................................................... 8

2.1.2 ................................................................................. 13

2.2 ................................................................................................ 17

2.2.1 ................................................................................. 17

2.2.2 ................................................................................. 19

.......................................... 23

3.1 ............................................................................................ 23

3.2 ................................................................................................ 24

3.2.1 ................................................................. 24

3.2.2 ................................................................. 27

3.3 ............................................................................ 32

3.3.1 ............................................................. 32

3.3.2 ............................................................. 35

.................................. 39

4.1 ................................................ 39

4.1.1 ..................................................................................... 39

4.1.2 ..................................................................................... 41

4.2 SWOT ............................................... 44

4.2.1 SWOT ........................................................................... 45

4.2.2 SWOT ........................................................................... 46

4.2.3 SWOT ................................................................................... 46

2

...................................... 49

5.1 ................................................................................................ 49

5.2 .................................................................... 50

5.3 ................................................................................................ 52

5.4 ............................................................................ 53

...................................... 55

6.1 ........................................ 55

6.2 ........................................ 56

6.3 .................................... 58

6.4 ............................................................ 59

6.5 .................................... 61

.................................................................................................. 69

7.1 ................................................................................................................ 69

7.2 ................................................................................................................ 71

7.2.1 ......................................................................................... 71

7.2.2 ......................................................................................... 73

...................................................................................................................... 80

1

2

3

3

1

4

1

5

2.1

GDP 5% 30%

1

(Tang, 2011)

(Gunduz & Hatemi-J, 2005; Kim, Chen & Jang,

2006; Lean & Tang, 2010; Lee & Hung, 2010)

2009

2010 (UNWTO)2010

2010 7% 9.4( 2)

9,190 (euro 6,930)

6

2(1995-2010)

UNWTO 2010

(+25%)(+27%)(+51%)( UNWTO, 2010)

528 551

585 603 625

674 673 693 662

753 797

842

897 916 881

940

0

100

200

300

400

500

600

700

800

900

1000

7

3 2010

UNWTO 2010

4 2010

UNWTO 2010

(22%), 204

Million

(16%), 150

Million (51%), 477

Million

(5%),

49Million

(6%),

60Million

(27%), 249

Billion

(20%), 182

Billion

(44%), 406

Billion

(3%),

32 Billion

(6%), 50

Billion

8

2012/1/91

134

2.1.1

2011

UNWTO 2010

9 2009 5% 2011 4.5%2011

5% 4.4 (UNWTO,2011)

2011 12 28

(

2011)2011 1~11

2010 18.95% 182.64 (

2012)2011

2011 12

3,001 2010 103

2011 12 428

2010 27 (2011)2011

257.68( 7,900) 2010 18

2010 8.76( 8,000

)2011 24.8

1 http://www.boca.gov.tw/ct.asp?xItem=1335&ctNode=39&mp=1

9

20111~5

296.82201014.63%20111~5

201012.77%361.962011

2011

20106.64%66.77%2010 1.17

20113,407

20106.24%2011

211.432010 14.73%

2011

201012.03%2,487 2011

4,822 201024.70%

61.36%20101.91

2011 241.632010

17.53%2012

2011 (2011)

1

10

1 10

2001 2,831,035 7,152,877 61.62% 13,236,952,188 15,100,497,042

2002 2,977,692 7,319,466 61.30% 13,366,512,334 14,949,347,086

2003 2,248,117 5,923,072 56.43% 11,757,418,816 14,274,008,313

2004 2,950,342 7,780,652 65.59% 14,367,872,998 15,106,617,679

2005 3,378,118 8,208,125 72.00% 16,202,898,870 16,909,217,742

2006 3,519,827 8,671,375 69.20% 16,680,526,532 16,608,181,829

2007 3,716,063 8,963,712 67.16% 16,627,725,968 16,700,497,715

2008 3,845,187 8,465,172 64.67% 16,108,162,708 17,068,495,532

2009 4,395,004 8,142,946 62.55% 15,049,082,408 16,063,631,689

2010 5,567,277 9,415,074 68.24% 18,032,397,474 19,406,771,809

()

2.1.1.1

201093.9%

6.081.49

(71.9%) 1,921(60.81)

2,381(75.37)

9798

201050

201011620103

(

2011)

2.1.1.2

11

2010 20.1%

9,415,074

46,434 ( 1,470 )

4,371( 138.36) 2009 19.2%

88%(43%)

(16%)(8%)(2011)

2.1.1.3

100

2 2008-2010

2 2008-2010 2008 2009 2010

385 440 557

59.36 68.16 87.19

1,544 1,551 1,566

7.30 7.17 7.06

211.46 216.30 221.84

2.1.1.4

106 25,313(

100.11.30) 2011 11

25,129 77.48% 3,297 2009

12

314.39 2008

350.46 3.6 11.47

40.44 44.93

298.95 2008 315.52 16.57

5.25

33.9917.07 32.3216.23

21.17 2008

25.13 6.04 24.04 20.30

48.60 21.09 20.88

8.55 2.85

91.44 6.48 64.70

2007 66.26 1.56 3,137

2008 3,356 219 6.53 684

46.87 53.13

41.70 17

16.37

576,732 2008 583,155 6,423 1.1(

2011)

2.1.1.5

(2011)

20113001(

)201028983.4%

6.3%

40,139201036,3799.3%23,057

201018,5451.9% (2011)2010

13

23,61536,218326

254(2011)

2.1.2

20152.2($2.2 trillion)

800

(Full Service Restaurants)

(Global Industry

Analysts Inc [GIA], 2011)

2008 2009

(Euromonitor international, 2012)

Yum! Brands Inc( KFCPizza HutTaco Bell

Long John Silver)(Burger King Corp)

(2011)

14

American restaurant association (2011)

(2011)

2.1.2.1

2.1.2.2

2.1.2.3

Entertainment

Entertainment

15

entertainment

2.1.2.4

2.1.2.5

2.1.2.6

B

2.1.2.7

16

2.1.2.8

2.1.2.9

SKYLARK

2.1.2.10

17

2.2

2.2.1

2.2.1.1

1

1 2.5

4 5

10

2.2.1.2

18

2.2.1.3

2.2.1.4

2.2.1.5

2.2.1.6

2.2.1.7

19

1.2.

3.4.5.

6.

2.2.2

(Gourmet

TAIWAN)2007 2010

e IT

2007

GSP

2010

2007

20

2010

2.2.2.1

25 20

2.2.2.2

21

2.2.2.3

2011 CNN

5

2.2.2.4

2.2.2.5

22

2.2.2.6

Home

Meal Replacement, HMRReady-to-eat

ready-to-heattake-outchilled

2

2 ready to eat

23

3.1

2008 2009

142009

6,958 (United Nations World Tourism Organization,

2010)

2

3.1.1

20105,140

GDP3.7820094,081

GDP3.2820083,713GDP2.94

2010556.72009

26.67%20102,7592009

27.92%201172,9602011

24

610725,569(2011)

3.1.2

2010

102,1293,447200612,310

13.71%200925,000

25.27%900

3.2

3.2.1

2010 11 8,927,145

3.2.1.1

3.2.1.2

25

3.2.1.3

3.2.1

3.2.1.5

26

DIY

3.2.1.6

3.2.1.7

27

3.2.2

(2010)

(demographics)

(socioeconomics)

1991 20,698

17.6% 1,068

2008 56,288 34.76%

4,246.7 17

2.97

(2010)

5 60%

5 4

28

80%

62 . 5 %

58.9 %( 104 2008 )

3.2.2.1

3.2.2.2

29

3.2.2.3

6 7

3.2.2.4

30

3.2.2.4.1

3.2.2.4.2

2010 12

3.2.2.4.3

2012

31

3.2.2.4.4

3.2.2.4.5

Michael J. Silverstein

32

3.2.2.4.6

3.3

3.3.1

2002 2008

100

2002 61.30 2007 72.24 17.85

444 25,243

33

96

5,014 (2008)

2008

2008 11

2009

4 300

1.

2. 3.

()(

) 2012(

34

5,500) ( 40) (

2,000) ( 10)

608

2012

A

30

6,000(2009)

2013

10,948(2010)

35

1,462

1,100

39 712 6,346

9,241(2012)

500 700

800 1,000 (2006Career )

11,500

2010 170

3.3.2

3.3.2.1

36

96

Gourmet TAIWAN

37

3.3.2.2

()

3

1.

(

)

2.

38

3.

4.

39

4.1

4.1.1

4.1.1.1

58.5%

36,000

2000

18,40020%

40

4.1.1.2

4.1.1.3

World Economic Forum,WEF201137

2011139

20094337WEF

3

1475WEF

89WEF/

12(2011)

4.1.1.4

41

4.1.1.5

()

()

4.1.2

4.1.2.1

42

4.1.2.2

201010

()

4.1.2.3

43

4.1.2.4

85C

1993

2000 10

1,694 580

4

(

44

2010)

4.1.2.5

2010

4,783,060 30.86%

1,630,735 1,080,153

285,734 71.11%

4.2 SWOT

SWOT

45

4.2.1 SWOT

Strength Weakness

1.

2.

3.

4.

5.

6.

7.

1.

2.

3.

Opportunity Threat

1.

2.

3.

4.

1.

2.

3.

46

4.2.2 SWOT

Strength Weakness

1.

2.

3.

4.

5.

1.

2.

3.

4.

Opportunity Threat

1.

2.

3.

4.

1.

2.

4.2.3 SWOT

4.2.3.1 SO

7

2.55

53

47

HALAL

4.2.3.2 ST

4.2.3.3 WO

48

4.2.3.4 WT

49

50

5.1

5.1.1

(

40-50%)

5.1.2

50

5.1.3

5.2

51

5.2.1

5.2.2

5.2.3

5.3

52

5.3.1

5.3.2

50

5.3.3

53

5.4

5.4.1

5.4.2

(

)

(

)()()()

()()()

()

5.4.3

54

55

6.1

2011 12 28 600

( 3)

(American restaurant association, 2011)

20152.2($2.2 trillion)

3 4

97 98 99 100 101 102 103

108.67 100.07 108.02 127.00 140.00 150.00 160.00

25.23 16.76 21.69 27.00 31.00 35.00 39.00

32.92 97.21 163.07 210.00 273.00 345.00 420.00

97.99 108.03 132.14 164.00 180.00 190.00 200.00

65.67 63.25 67.10 86.00 92.00 97.00 100.00

54.04 54.18 64.71 36.00 34.00 33.00 31.00

384.52 439.50 556.73 650.00 750.00 850.00 950.00

2011/9/28

56

6.2

6.2.1

Halal

6.2.2

70%(

57

)10%()20%()

1%

1

6.2.3

58

6.3

6.3.1

(

)

6.3.2

59

6.3.3

/

6.4

2011/9/28 5-7

106

1,250( 4)

98

(98 )

60

4 7

100 101 102 103 104 105 106

( ) ( )

127 140 150 160 170 180 190

27 31 35 39 43 47 51

210 273 345 420 495 570 645

164 180 190 200 210 220 230

86 92 97 100 103 106 109

36 34 33 31 29 27 25

650 750 850 950 1,050 1,150 1,250

2011/9/28

9(90-99

)

5

5

91 92 93 94 95 96 97 98 99

1,585 1,015 1,340 1,585 1,651 1,712 1,871 2,253 2,759

2,368 2,181 2,478 1,926 2,243 2,193 1,842 1,828 2,381

149 142 151 169 166 167 170 160 194

4,102 3,338 3,969 3,680 4,060 4,072 3,883 4,241 5,334

-35.96% 32.02% 18.28% 4.16% 3.69% 9.29% 20.42% 22.46% 9.30%

-7.90% 13.62% -22.28% 16.46% -2.23% -16.01% -0.76% 30.25% 1.40%

-21.93% 22.82% -2.00% 10.31% 0.73% -3.36% 9.83% 26.36% 5.35%

-4.70% 6.34% 11.92% -1.78% 0.60% 1.80% -5.88% 21.25% 3.69%

2011/9/28

1.40%

91 2,368 99 2,381

61

99 22.26%8

9.30%

7 6

6 7

100 101 102 103 104 105 106

3,015 3,296 3,602 3,937 4,303 4,703 5,140

2,414 2,448 2,482 2,517 2,552 2,587 2,623

201 209 216 224 233 241 250

5,631

5,952

6,300

6,678

7,087

7,531

8,014

6. 5

1

6.5.1

1990

2007

500

(34 )(28 )(21 )

7

2009 52.8

1999

62

5

17 16

72 2 2 250

100

10

Know- how

2004 10

2008

100

63

2011

1.

()

2.

3.

4.

5.

()

6.5.2

Skylark 100%

Know-How

Skylark

64

1 3,141

4,850

Life-Style

(

) RICH DELICIOUS

HEALTHY

California Cuisine

Skylark California Cuisine Restaurant

Skylark()Grazie()

1200( 200 1000)

34

342

22011

65

1.

4

2.

3.

4.

(JRA Japanese Restaurant Association)

5.

( ex.)

66

10-20

(

)

6.5.3

2011 10 21

1957

(

)A-Plus

()

1998 ISO 9001

E-MAIL

1990 1991

1992

67

1994

1996 HOME PAGE

2

2,000

6.5.4

30

(L'Hotel de Chine)

1998

68

(PALAISDECHINE HOTEL)

(FLEURDECHINE HOTEL) (CHATEAUDECHINE HOTEL)

(MAISONDECHINE HOTEL)

(CHINATRUST HOTELS)

69

7.1

70

-

app

app

Wi-Fi

()

(facebook)

71

7.2

7.2.1

7.2.1.1

7.2.1.1.1

7.2.1.1.2

72

7.2.1.1.3

2011 1

()() ()

7.2.1.2

7.2.1.2.1

73

7.2.1.2.2

Regent

7.2.2

7.2.2.1

7.2.2.1.1

(1) MOF(Meilleurs Ouvriers de France

)MOF

(2)

(3)

74

7.2.2.1.2

7.2.2.1.3

75

2011 11

7.2.2.1.4

(1)

(The National Food

Insititue, NFI) (Center for Thailand

Kitchen of the World, CTKW)

(Japanese Restaurants

Organization, JRO)

(2)

(1)

76

JOR

(2)

3 6

(http://subweb.health.gov.tw/self_admin/)

7.2.2.1.5

http://subweb.health.gov.tw/self_admin/

77

+

7.2.2.1.6

7.2.2.1.7 e

e IT

e

78

7.2.2.1.8 IT

2010

( 7-11

)

imooe-mail

()()

()

e

7.2.2.1.9

7.2.2.1.10

79

2

7.2.2.2

7.2.2.2.1

7.2.2.2.2

80

American restaurant association. (2011). Restaurant Industry Forecast,

from http://www.restaurant.org/research/forecast/

Global Industry Analysts Inc. (2011). Foodservice Industry: A Global

Strategic Business Report, from

http://refrigeratedtrans.com/food-distributors/foodservice/global_fo

odservice_industry_is_focus_of_report_0629/

Gunduz. L., & Hatemi-J, A. (2005). Is the tourism-led growth hypothesis

valid for Turkey? Applied Economics Letters, 12(8), 499-504.

Kim, H. J., Chen, M. H., & Jang, S. S. (2006). Tourism expansion and

economic development: the case of Taiwan. Tourism Management,

27(5), 925933.

Lean, H. H., & Tang, C. F. (2010). Is the tourism-led growth hypothesis

stable for Malaysia? A note. International Journal of Tourism

Research, 12(4), 375378.

Lee, C. G., & Hung, W. T. (2010). Tourism, health and income in

Singapore. International Journal of Tourism Research, 12(4),

355359.

Tang, C. F. (2011). Is the Tourism-led Growth Hypothesis Valid for

Malaysia? A View from Disaggregated Tourism Markets.

International Journal of Tourism Research, 13, 97-101.

UNWTO. (2010). Tourism highlights 2010 edition, from

http://www.unwto.org/facts/

http://www.restaurant.org/research/forecast/http://refrigeratedtrans.com/food-distributors/foodservice/global_foodservice_industry_is_focus_of_report_0629/http://refrigeratedtrans.com/food-distributors/foodservice/global_foodservice_industry_is_focus_of_report_0629/http://www.unwto.org/facts/

81

eng/pdf/highlights/UNWTO_Highlights10_en_LR.pdf

UNWTO,2011 World Tourism Performance 2011and Outlook 2012.

2011Journal of

commercial modernization.,Vol.16,No.1(2011),209-228

(2000)

134

(2011)!-200

. , 1223

(2010)

:

(2010)

, 15, 45-68

(2011)2011:

(2010)

. , 15(3), 91-125

(2010)99

(2012) From:

http://t-hotel.tbroc.gov.tw/politics/prepare.asp

(2011) 6002011/12/28

http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=4&ved=0CEcQFjAD&url=http%3A%2F%2Ft-hotel.tbroc.gov.tw%2Fpolitics%2Fprepare.asp&ei=B1M7T9CaJJGXmQXwjJ2VCw&usg=AFQjCNGj7jcnvpf8y7_bxRvAGoZpjSCbDQ&sig2=SHetLYA4gD4JAlRDjS2MhA

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1

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8

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10

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12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

84

No.

36 85 C

37

38

39

40

41

42

43

44

45

46

47

48

49 /

50

85

3

95 9 25 1268

97 3 20 1 6 7

98 10 8 2 3 10 11

100 10 5 3 2 3 4

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022349-3372 0223884974

022348-3345 022375-6992

022311-8811 418 0223754678

022563-3156 2557 0225310691

022559-7171 3143 0225509173

07557-0535 231 075570534

026618-1539 1661 022383-2684

022348-1228 022382-1476

1

-

/;

..

101

(101)010.603

497.3

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02-23165300

3

http://www.cepd.gov.tw/

101 3

1

(101)010.603 ()