啤酒追朔的最早起源於西元前約4,000年前的美索不達米亞平原,由蘇美人所發明酒精性的飲料,之後人類歷史上的每個不同時期,在製作啤酒過程中追求不同的材料與風味。台灣麒麟啤酒公司為日本麒麟啤酒獨資於台灣成立的分公司,主要營運項目為麒麟啤酒在台銷售相關,是台灣啤酒市場第3大品牌,如以國產及進口兩大類區分則為進口第二位,以進口產地分類則為日本進口銷售第一名。本研究以「廣告投入、說服策略與體驗行銷對消費者購買決策之影響」為研究主題,確認台灣麒麟啤酒公司從事廣告與各式行銷行為時,需要考慮對於消費者購買決策產生影響之變數,進而建立模糊層級分析結構,並計算各項影響因素之相對權重分數。實證結果顯示,廣告屬性、贈品促銷、媒體管道、企業形象與辨識及異業結合可能是麒麟啤酒影響消費者購買決策之重要因素。
The origin of the beer can dates back to B.C.4000 in Mesopotamian Plain. It’s an alcoholic beverage invented by the Sumerians. After each period in human history, The different materials and flavors were pursued in the process of making beer. Taiwan Kirin Beer Company are the branch of Kirin Beer Japan in Taiwan. Its main business is related to Kirin Beer's sales in Taiwan. It is the 3rd largest brand in the Taiwan beer market. If it is divided into two categories, domestic and imported, it ranks 2nd in imports. And ranked 1st in Japan’s import sales in terms of import . This research takes "the effect of advertising investment, persuasion strategy and experience marketing on customers' decisions" as the research theme, confirming that Taiwan's Kirin Beer Company has to consider variables that affect consumers' purchasing decisions when engaging in advertising and other marketing behaviors. Then establish a blur analysis structure, and calculate the contrast weight scores of various factors that cause infection. There life results show that advertising types, gift promotion, media, company identity, and the fusion of different industry may be important factors that affect consumers' purchasing decisions