現今台灣這個名詞，在海外揚名國際不只是半導體產業鏈，還有一個台灣之光手搖飲”珍珠奶茶”，台灣手搖飲產業在地發展三十餘年以走進台灣群眾的生活中，走在大街上人手一杯，在台灣是一個相當成熟產業，在成熟市場中手搖飲料製造商正面臨著國內競爭激烈的挑戰，隨著企業成長緩慢，因此積極尋求擴展至海外市場反發展機會。然而，這個新市場開發過程面臨著一系列的困難和挑戰，首先，文化和口味的差異可能需要調整產品配方以迎合不同國家和地區的消費者口味，其次，國際市場進入需要處理複雜的法規和認證要求，可能需要額外的資源和時間，此外，品牌知名度和市場瞭解度的建立也需要長期的投資和努力，因此，本研究探討手搖飲在海外拓展策略，其深入了解手搖產業競爭優勢與困難之處，提供相關產業作為參考。
本論文以新市場開發策略和新市場競爭理論作為研究方向，透過質性研究深度訪談，專訪三間海外拓展皆有不錯績效公司，加以釐清並整理出手搖飲進軍海外相關限制與成功模式，透過對比市場開發與競爭相關文獻理論，找出台灣手搖飲進軍海外的關鍵因子。
研究結果顯示在全球消費模式快速變遷下，台灣手搖飲料製造商可以通過市場調研和消費者反饋來適應當地市場需求，並與當地合作夥伴建立戰略聯盟，以解決法規和認證的問題，建立一個具有獨特性和吸引力的品牌形象，並進行有效的市場推廣，有助於提升在新市場的知名度和忠誠度，在海外市場開發過程中面臨諸多挑戰，但這也是潛在的機會，通過適當的策略和投資，排除困難，實現企業海外拓展穩定成長成功的關鍵。

Nowadays, the term “Taiwan” has gained international recognition not only for the semiconductor industry but also for the pride of Taiwan—handcrafted bubble tea. After more than three decades of local development, Taiwan's bubble tea industry has matured into an integral part of daily life, and it’s often observed that people hold a drink in their hand when strolling on the street. Despite being a mature industry domestically, bubble tea manufacturers are facing intense competition in the saturated domestic market. With domestic growth’s slowing down, enterprises in this industry are actively seeking opportunities to expand into overseas markets. However, entering new markets presents a series of difficulties and challenges.
Firstly, cultural and taste differences indicate the adjustments to product formulations to accommodate the preferences of consumers in different countries and regions. Secondly, entering international markets requires addressing complex regulatory and certification requirements, which demand additional resources and time. Furthermore, establishing brand awareness and understanding the market requires long-term investments and efforts. Therefore, this study examines the strategies for international expansion in the bubble tea industry, analyzing its competitive advantages and challenges to offer valuable insights.
This paper focuses on new market development strategies and market competition theories. Through qualitative research and in-depth interviews, specific interviews and analyses were conducted on three successful enterprises that expanded internationally. The study aims to clarify and organize the relevant constraints and successful models for introducing bubble tea into overseas markets. By comparing literature on market development and competition, key factors for Taiwan's bubble tea entry into international markets can be identified.

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