臺灣葡萄酒市場之通路關係、衝突解決及原產地影響 –– 以西班牙葡萄酒進口商為例

Channel partnership, conflict resolution and country of origin effect in the Taiwan wine market – A case study of Spanish Wine importers

龍本善(Luis Roncero-Mayor)

指導教授 ： 趙義隆

國立臺灣大學/管理學院/國際企業學研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.00089

摘要

在葡萄酒行業中，原產國文化、傳統以及葡萄酒知名度皆扮演著重要的角色。有人將葡萄酒視為地位的象徵，有人則將它歸類為藝術品。葡萄酒產業分為兩個不同的發展類型，［傳統葡萄酒生產國家］與［新興葡萄酒生產國家］。近來，葡萄酒市場有著相當的轉變，如今新興的生產國家逐漸地變成市場的龍頭。因為激烈的競爭，使得許多酒莊開始前往亞洲市場尋求新的商機。

本論文針對在臺灣的西班牙葡萄酒現況進行研究。本人以問卷的方式以了解臺灣的進口商與西班牙酒廠的夥伴關係。研究的重點為雙方合作關係的品質、溝通與信心在夥伴關係所扮演的角色，以及葡萄酒原產地的重要性。

研究結果顯示，當進口商與酒廠的溝通頻率越密集，對於雙方之間的合作關係也越有信心。同樣，信任程度越高，進口商對於葡萄酒未來的表現也給予正面的評價。相反的，與酒廠溝通頻率較低的進口商，對於葡萄酒未來的表現抱持著較不樂觀的態度。

至於葡萄酒原產地的影響，研究結果顯示，品牌知名度及原產地是兩個挑選葡萄酒的兩大主因。就問卷結果得知，進口商表示，西班牙葡萄酒的口感適合臺灣消費者，且進口葡萄酒時原產地是相當重要的因素。在生產葡萄酒國家中，消費者不將西班牙視為生產高品質葡萄酒的國家，因此，酒莊與葡萄酒相關機構須藉由宣傳活動來推廣西班牙葡萄酒。

關鍵字

通路力量 ； 衝突 ； 原產地影響 ； 西班牙 ； 葡萄酒

並列摘要

Culture, tradition and reputation are irrevocably intertwined with the wine market, a product that is for some a symbol of status, for others a piece of art. Dominance of the Old World producers now belongs to the past; New World producers seem to be now taking the lead and are seen competing with the Old World even in their own territory. This increasing competition has led many wineries to look for emerging markets in Asia.

The current research is concerned with Spanish wines in Taiwan. A questionnaire was sent to all the importers of Spanish wines in this region, the representative market within the Greater China region that was chosen. The issues studied are the quality of the partnership between winery and importer, the influence of communication and trust on each member of the partnership and on the future expected performance of the winery, and the relevance of country of origin effect for the wine industry.

Following our research framework it was found that a high frequency of communication between importer and winery influences positively the degree of trust between both parties and viceversa. Likewise, a high level of trust also indicates high degree of expectation towards future performance of the wines in the market. On the contrary, the group of importers that showed low frequency of communication with importers also indicated low values of trust on future growth and sales from Spanish wines.

Results on country of origin indicate that both brand and region are two major factors when purchasing wine. There is no problem of suitability of Spanish wines tastes for local consumers, and importers consider country of origin as a relevant factor when importing wine. Spain is not regarded as a producer of quality wines, an image that has to be improved through promotions and events to reach the emerging market of consumers in the region.

並列關鍵字

channel power ； conflict ； country of origin effect ； Spain ； wine

參考文獻

-El Mercado del vino en Taiwan (The wine market in Taiwan). Spain representative office in Taiwan, June 2005.

-Achrol R.S., Changes in the theory of interorganizational relations in marketing: Toward a network paradigm, Journal of the Academy of Marketing Science, Volume: 25, (1997, Winter), pp. 56--71

-Anderson, J.C and Narus, J.A. “Partnering as a focused market strategy” California Management Review

-Anderson, J.C. and Narus, J.A., "A Model of Distributor Firm and Manufacturer Firm Working Partnerships", Journal of Marketing, Vol. 54, January 1990.

-Beverland, M. (2000) “Crunch time for small wineries without market focus?”, International Journal of wine marketing, Vol. 12, No. 3.