臺灣葡萄酒市場之質化分析

依據國際葡萄酒與烈酒研究中心（ International Wine & Spirits Research簡稱 IWSR ）在2013年亞太地區葡萄酒市場趨勢報告所揭露的訊息，葡萄酒市場在臺灣能蘊含著如此高額的消費潛力，但透過財政部國庫署的統計資料顯示，臺灣葡萄酒產製與進口量佔國內酒類消費量之比例，較全球的佔比為低，遂引發研究臺灣葡萄酒市場之動機，希冀能透過市場要素分析，即葡萄酒商品、葡萄酒消費者與葡萄酒通路三者，進行探究，並依所獲得之有效資訊，提出能夠促進臺灣葡萄酒市場發展之建議。本研究藉由葡萄酒之淵源與商品發展等進行相關文獻資料搜集與彙整，並說明臺灣葡萄酒銷售通路之現狀後，以深度訪談之質化研究方式，透過對臺灣專業葡萄酒人士之訪談，就臺灣目前葡萄酒市場之商品、消費者與通路現況等做為訪談內容。彙整、歸納出臺灣葡萄酒市場現況可能之缺陷後，建議可以用改善臺灣葡萄酒市場資訊彙整情形，作為增進臺灣葡萄酒市場交易狀況之方式。

關鍵字

葡萄酒；葡萄酒市場；質化研究；臺灣葡萄酒

並列摘要

According to the market trend research disclosed by International Wine & Spirits Research (IWSR) for Asian-Pacific market in 2013, Taiwan is a market with high purchasing power in wine. However, according to the statistics by National Treasury Administration of Minster of Finance, the ratio of the wine consumption ratio to the total alcoholic imports and consumption is lower than the global average. This study aims to understand and analyze the three major participants: wine product, the consumers and the distribution in Taiwanese wine market in order to develop strategies to expand the market. Starting with reviewing the literature on consumer product developments and the evolution of the wine industry, I then discuss the current practice of the distribution of wine, the consumer preferences and product availability in Taiwan. This paper explores the most common method of data collection used in qualitative research: interviews. I interviewed several experienced Taiwanese professionals in the wine industry to understand and pinpoint areas can be improved in the current market. This study contributes to the literature by documenting the current market condition in Taiwan and identify the possible ways to stimulate the market activities.