運用類別創新策略進入成熟市場
―參考日本啤酒業界的成功案例ー

綜觀日本啤酒業界的競爭策略，可以發現日本各大啤酒廠商皆在類別或子類別的創新上多所著墨。運用類別創新策略規避大眾商品化而順利進入市場的案例不勝枚舉。開發新類別啤酒的創新能力是必要條件，但類別創新策略的成功關鍵在於網路社群時代裡，企業如何與消費者做雙向溝通，並使消費者對於企業品牌產生同感、依戀、共鳴的情感。本研究彙整日本啤酒業界至今為止類別創新策略的演進，並以台灣的啤酒消費者為調查對象，為了理解其購買行動以及對於新類別或新子類別啤酒的看法，以網路社群時代為背景，運用AIDEES+AISAS模型進行問卷調查。並考察類別創新策略在臺灣啤酒市場的可行性以及其實行方法。分析結果發現，類別創新策略運用在台灣啤酒市場，其首要條件為須有能力推出美味及新概念兼具的啤酒，並須利用分享、口耳相傳等網路社群影響力促進消費者的購買決策。在品牌和粉絲經濟的建立與培養上，產品導入期將重點放在18~30歲年齡層的啤酒消費者，對於該新啤酒普及和市場定位會更加順利。

關鍵字

品牌；類別創新；消費者行為；社群媒體行銷；網路行銷

並列摘要

Between various competitive strategies in Japanese brewery industry, it’s obvious that all major beer brewers are dedicated to create new categories or subcategories of beer. Numerous brewers use this strategy successfully to circumvent mass commercialization, and enter the gap of the market. Though it’s necessary for brewers to be innovative in the era of social media, the keys of success lie in the interaction, bond creation and brand adherence with the customers. In this study, we revealed the evolution of category innovation strategies throughout the history of Japanese brewery industry, and organized the practical way of category innovation in the age of social media if we introduce Japanese successful experiences to Taiwanese beer market. In order to understand Taiwanese’s purchasing behavior of beer and their thinking toward new beer (sub)categories, we combined AIDEES and AISAS customer behavioral model, and using questionnaires to analyze the feasibility of category innovation strategy in Taiwanese beer market. After thorough investigation, we found that the top priority of using category innovation strategy in Taiwanese beer market is the capability of introducing beers that combine both tasty flavor and new concepts. What’s more, the brewers must make good use of the characteristics of social media by online sharing and word of mouth to influence the decision making of the customers. In the product introduction period, building up the brand reputation and customer economy, especially beer consumers aged between 18 ~30 years old, can make the new products more popular and easier for market positioning.