- 學位論文
台灣水果發酵酒行銷策略可行性分析-以番茄酒為例
Marketing Feasibility Analysis of Taiwan’s Fruit Wine─ Use Tomato Wine as a Study Case
摘要
本研究透過認識台灣酒類產業歷史、台灣酒類產業現況，設計問卷調查，了解消費者行為，更與專家訪談深入了解酒類業者於酒類市場行銷運作模式，探討番茄發酵酒於消費市場行銷可行性分析與策略建議： 產品(Product):低酒精度(酒精濃度5度)之番茄發酵酒:由於酒類發酵製造過程需要有足夠糖源供應酵母產生酒精，而台灣栽種之番茄糖度平均10度，可供製造低酒精濃度之酒類產品；中酒精濃度(酒精濃度11度)之番茄葡萄發酵酒:台灣生產葡萄酒使用單一葡萄為原料釀造發酵酒，以進口葡萄酒市占率九成觀之台灣目前葡萄酒競爭力低，故建議番茄混合葡萄釀造，葡萄含花青素，番茄含茄紅素及類胡蘿蔔素之複方水果發酵酒；高酒精濃度高濃度茄紅素(酒精濃度18度)之番茄發酵酒:增加番茄原料比例發酵以提高茄紅素類胡蘿蔔素含量及增加酒精濃度提供消費者更多選擇。 價格(Price)：滿足消費者功能價值、社會價值，及建立競爭者及替代者進入障礙，建議以大量消費、低價策略，期能對台灣農業有助益，不負消費者期望 促銷(Promotion) ：密集舉辦品酒會、試飲會，與消費者近距離接觸，透過品酒會的消費者傳達功 能價值、社會價值與品牌形象，並透過建立參加品酒會之消費者對產品認識進而推薦給朋友 通路(Place):台灣多為小資本業者，又據問卷調查統計顯示，受訪者在各商店型態購買酒品， 其中酒專賣店29%為、百貨專櫃5%，而這二類通路共通點是販售區有專人為消費者介紹商品功能與試飲口感，又透過直接介紹，建立消費者信心，進而推薦給朋友，故番茄發酵酒初期通路建議建立在酒專賣店及百貨公司專櫃。
並列摘要
Abstract This paper aims at probing into the current situation and the history of alcoholic beverage industry in Taiwan. We use the survey to examine consumer behavior and interview with experts to comprehend marketing model in Taiwan alcoholic beverage industry. According to our research, we pointed out a few more points about marketing strategies： Product：Low alcohol (5%) of tomato wine can produce by the average 10°Bx tomato in Taiwan. Middle alcohol (11%) of tomato wine can produce with grape. High alcohol (18%) of tomato wine can increase the tomato percentage of material to satisfy consumer demand of healthy. Price：Our results suggest that seller can use low-price strategy to increase the consumer motivation to buy our products. Promotion：Our results suggest that seller can hold wine tasting to consumer and that can promote the brand reputation. Place：According to our results, we suggest that seller can sell their products in liquor store and department store.