愛之味企業經營分析報告

Abstract

中文摘要 在台灣，食品產業是重要的一環，圍繞著每一個人的生活。從原物料的採集到包裝販售皆是大家關注的焦點，然而要取得好的評價及印象實屬不易。在時代快速的變遷下，食品業競爭者比比皆是，想在食品業中拔得頭籌必須拿出看家本領，所以我們從國內食品產業中選擇愛之味進行深入研究。在研究過程中，我們分別從營運策略與財務報表兩個面向分析愛之味企業。根據分析結果，近年來，愛之味的財務經營狀況每況愈下，雖然從財務報表上來看表現不良，但卻能持續存在於競爭激烈的食品業中，我們採用行銷的4P分析及市場競爭的SWOT分析來研究愛之味企業。根據我們分析結果，愛之味企業的產品品質優良，企業所擁有的先進技術及精密設備幫助他們維持品牌保證。然而在瞬息萬變的時代下，愛之味本身還須面對競爭者的挑戰和替代品的威脅，若其未能及時做出反應，則可能會導致銷售不佳遭到淘汰，因此我們認為愛之味須隨時注意市場需求及變化並立即處理及加強策略。

Abstract The food processing manufacturing plays a vital role in the life of Taiwanese people. From the collection of raw materials to packaging and sales, all are the focus of everyone’s attention. However, it is rather difficult to gain a great impression and evaluation among the general public. Due to the rapid changes of times, competitors in the food industry are ubiquitous. As a result, those who want to come out on top in this competition must boss up. To offer insights, we chose A.G.V. (Aizhiwei) Products Corporation from the food industry to conduct this in-depth research. We studied A.G.V. from two perspectives: management strategy and financial statements. From the results, it was found out that the financial conditions of A.G.V. have been deteriorating in recent years. Even so, it continues to survive well in this competitive food industry. We used the 4P analysis of marketing and the SWOT analysis of market competition to analyze A.G.V. The results showed that the products of A.G.V. are of high quality, and the advanced technologies and equipments they own help to maintain the brand assurance. However, in an era where changes happen rapidly, all enterprises including A.G.V. need to face the challenge of competitors and the threat of being replaced, which may result in poor sales and being eliminated eventually. These we assume are what enterprises like A.G.V. should cope with immediately and strengthen their strategies for.