法國葡萄酒產業競爭優勢分析與啟示

Lessons Learned from Competitive Advantages Analysis of the French Wine Industry

唐迎華(Ying-Hwa Tang) ； 雷立芬(Li-Fen Lei)

《台灣農學會報》 17卷3期 (2016/09) Pp. 288-300

https://doi.org/10.6730/JAAT.201609_17(3).0004

摘要

本研究透過國家競爭優勢理論(或稱鑽石模型)探討法國葡萄酒產業競爭優勢，結論包括：一、法國具備生產葡萄酒的生產與需求要素，如優越的天然資源以及專業釀酒師、侍酒師、葡萄種植專家等；二、法國葡萄農場與相關產業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模式；三、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 ； 鑽石模型 ； 產業聚落

並列摘要

This research analyses the competitive advantages of the French wine industry using the diamond model. The research findings are as follows: 1) Some French small wine farms may reduce costs 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 retains its uniqueness in terms of its noble nature and taste. 3) The existing diverse channel and distribution system including the strategic alliance with tourism is irreplaceable, while facing robust challenges worldwide. Extracting lessons from these analysis outcomes to support domestic agricultural marketing strategies, Taiwan's government can consider establishing industry clusters for major commodities. The specific actions can assess the manufacturing elements and domestic demand, and build effective policies to facilitate tea or wine industry development. The natural conditions of the French wine industry cannot be imitated, however their rigid management mechanism, especially AOC (Appellation d'Origine Controllee) along with the cultural marketing strategy are practices that should be adopted.

並列關鍵字

Wine ； Appellation d'Origine Controllee ； diamond model ； Industrial Cluster