由於女性的就業率增加、食品供應通路的變化、食品加工業發達等因素、近年日本飲食生活中出現了一個新名詞「中食」。所謂「中食」指的是，介於在餐廳用餐「外食」，和家庭烹調「内食」之間的一種飲食習慣。 本論文將以定位理論為中心，探討在競爭激烈的中食市場裡，各企業的成功競爭策略為何。首先，先闡明中食之定義及其在食品產業裡的位置，再加以分析中食市場成功的背景為何。其次，進一步探討中食的三大通路，便利商店、百貨公司食品販賣部、鮮食宅配服務之現狀，並從中食的產業特徵來進行各業態的比較。最後，透過企業案例研究，分析各企業在中食市場之競爭優勢，更深入了解在各自不同的通路裡，企業的經營策略及未來的發展動向為何。 本論文之研究結論為，在中食市場裡成功的核心關鍵為，第一、透過建立完整的製販分工體系，讓商品在開發及供給面達到更大的效率，及降低成本。第二、採取適當的定位策略，如:便利商店利用製販同盟達成商品差異化之目的；百貨食品販賣部、鮮食宅配則是整合集團內部資源，強化製販一體化的優勢。第三、消費者的價值觀已從價格取向轉變為價值取向。今後在食品消費上，追求方便、效率的同時也希望兼具美味、高品質、安全、新鮮。 In recent years, home meal replacement (HMR), an eating style that mixes “eating out” and “cooking at home”, became very popular in Japan. The driving forces behind HMR are mainly the increase of female employment rate, advancement of food processing technology, and innovation in supply chain management. HMR soon led to the rise of a whole new market with ample opportunities. Major food companies and restaurants in Japan all aim to be the dominant force in this new arena. This paper will find out the key factors to compete successfully in the ever-crowded HMR market. First, this article will define the position of HMR in Japanese food industry and study the market environment of HMR. This article will then analyze and compare three main HMR channels including the convenience store, food court of department stores, and meal delivery service, to know the difference among their competitive advantages and management techniques. Finally, this article will conclude the strategies that make a participant of HMR market successful. Through the research, we find three main factors that help a company dominate the HMR market. First, a HMR participant should increase the efficiency of product development and supply chain management by establishing the “manufacturing and sales system”. Second, the participant should recognize its strength take an appropriate positioning strategy. Third, customer service and product quality control are the keys that set the winners aside from the rest. As consumers are becoming aware of the health issues and willing to pay more to obtain better food, the HMR participate must be ready to invest more in the enhancement of service and quality.
