法國葡萄酒產業競爭優勢研究

本研究透過SWOT、國家競爭優勢理論及鑽石理論探討法國葡萄酒產業競爭優勢，結論包括：1.法國部份小型葡萄農場可聯合營運、提高經濟規模降低成本、法國產業聚落堅持內部形成自給自足並能互相合作及激勵創新，形成全球最佳葡萄酒產業聚落。2.雖有來自新世界的威脅，但法國葡萄酒的高貴及口味獨持性一時難以取代。此外，法國部份小型葡萄農場可以聯合營運、提高經濟規模降低成本。3.由鑽石模型分析，發現法國葡萄酒產業競爭力，宛如鑽石堅硬，新世界難以破解。更重要的是，面臨新世界產區的嚴峻挑戰，法國既有的多元性銷售方式，包括搭配觀光等策略聯盟方式，仍然具有優勢，而不易被取代。綜合法國葡萄酒產業競爭優勢分析之結論，我國政府若要輔導農業之特定產業發展，必須先依循鑽石模型，有建立「產業聚落」整體規劃，具體做法必須評估生產要素以及國內需求，再以政府政策透過扶植相關產業，才能有效達成目標。法國葡萄酒產業的先天條件，未必任何國家都可以具備，但是嚴格管理機制的建立，特別是原產區管制命名以及搭配文化行銷的概念，特別值得學習。

關鍵字

葡萄酒；法定原產區管制命名；產業聚落； SWOT分析；鑽石模型

並列摘要

This research analyses the competitive advantages of French wine industry using SWOT analysis and Diamond model. The research findings encompass: 1) Some French small wine farms may reduce the cost by increasing economic scale. The wine clusters within France are suggested to self-sustain, cooperate and encourage innovation to shape the best global wine cluster. 2) Given the threats from new wine countries, French wine remains its uniqueness in terms of the noble nature and taste. 3) Through diamond model analysis, the competitiveness of French wine stays unbreakable as diamond compared to emerging countries. Furthermore, the French existing diverse sale channel and distribution system including strategic alliance with tourism is irreplaceable, while facing robust challenges worldwide. Extracting from this analysis outcomes to support domestic farming, Taiwan government can consider following diamond model approach to establish clusters. The specific actions can assess the manufacturing elements and domestic demand, and build up effective policy to facilitate wine industry development. The natural conditions of French wine industry may not be imitated, whereas their rigid management mechanism, especially origin wine field brand regulation along with cultural marketing strategy are good practices to be learned.

並列關鍵字

Wine ； Industrial Cluster ； SWOT Analysis ； Diamond model

參考文獻

淩碧鴻、邱振鎰(2004)。「台灣進口葡萄酒行銷通路選擇之影響因素分析」，《農業經濟半年刊》，第75期，113-147。

Alant, K. and Bruwer, J. (2004). Wine Tourism Behavior in the Context of Motivational Framework for Wine Regions and Cellar Doors. Journal of Wine Research, 5(1), 27-37.

Batt, P. J. and Dean, A. (2000). Factors Influencing the Consumer’s Decision. The Australian and New Zealand Wine Industry Journal Marketing Supplement, 15(4), 34-41.

Bernetti, L. Casii, L. and Marinelli, N. (2006). Wine and Globalization: Changes in the International Market Structure and the Position of Italy. British Food Journal, 108(4), 306-315.

Cook, D. and L. Lockshin (1999), Revising Australian Export Strategies to The Pacific Rim: The Case of the Thai Wine Market. International Journal of Wine Marketing, 9, 32-51.

國際替代計量

法國葡萄酒產業競爭優勢研究

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