新進口啤酒的行銷策略可行性個案研究

A Feasibility Case Study on New Imported Beer of the Marketing Strategy

彭慧珊(Hui-Shan Peng)

指導教授 ： 張紘炬

淡江大學/管理學院/管理科學研究所碩士班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00156

摘要

台灣地區的啤酒市場在1987年1月之後開始開放酒類進口，首先開放美國與歐洲啤酒，其次開放日本啤酒進口，至2002年1月台灣加入世界貿易組織(WTO)後，大陸品牌的啤酒也紛紛進駐台灣啤酒市場。而在快速變遷的社會中，市場上的進口商品與新產品不斷出現，故利用消費者對於市場上現有產品的消費行為與認知，以及對於新產品可接受程度來推估產品上市的行銷策略。因此本研究首先了解台灣啤酒市場環境，再針對18歲以上有飲用啤酒的消費者來做調查，並以未來將在台上市的嶗山啤酒作為本研究的新進口產品之個案。藉由市場調查後所得的分析結果，提供給廠商最佳的行銷策略。

本文研究架構先了解市場消費者的結構，再作市場區隔以區別出不同生活型態族群，並將市場所調查的意見回收整理後替產品作定位，最後推出結論，並提出因應市場的行銷策略(4P)。其中，本文包含五個章節，第一章說明研究背景與動機、研究目的、研究範圍及研究架構。第二章的文獻探討探討新產品的定義、新產品相關定理、行銷策略與理論、市場區隔，以及現今啤酒市場的概況，並且蒐集相關啤酒文獻作為本研究的基礎依據。第三章研究方法根據第二章的文獻探討制定研究架構、研究假設與問卷，問卷內容設計主要依據現今市場消費者對於新進口產品、啤酒的看法與意見及消費者的基本資料而成，再根據所推論的假設做分析，以了解啤酒市場上消費群體的消費行為。第四章個案實證與資料分析探討，針對嶗山啤酒的廠商及啤酒來源稍加註解，並利用信度分析、敘述統計、交叉分析、因素分析、集群分析、變異數分析等統計方法分析所回收的問卷資料。最後，第五章提出本文的結論與建議，提供廠商引入新啤酒產品時的最佳策略，以及未來研究的方向與建議。

關鍵字

新產品 ； 進口啤酒 ； 行銷策略(4P) ； 生活型態 ； 消費者行為 ； 市場區隔

並列摘要

The Taiwan beer market was opened by Jan. 1, 1987. Afetr that, the open market of the domestic alcoholic drink industry in Taiwan was lifted the ban on European and American beers, and then Japan beers. Until 2002, Taiwan participated in WTO, beers from Asia and the Mainland China were imported into Taiwan. The liberation of importing foreign beers made the competition all more severe. According to this situation, we want to know the behavior, feeling, and thought of the consumers in this market with the imported and new products. The subjects in this research are the beer shoppers in department stores, discount outlets, supermarkets, and convenient stores within the east side of Taipei area and above 18 years of age. First, we use those data to know the beer environment in Taiwan and study the case of new impotetd beer, “嶗山(Laou San)”, which is going to sell out. And then we can provide the importer with the best marketing strategy by the suvery and data analysis.

The framework of this research is, firstly, to know the structure of the consumers in the market, and separate them into different and independent groups. Secondly, we get the opinions from the consumers by suverys and questionnaires, which can help us to know the product position. Finally, the result offers the best marketing strategy to the importers. We have five chapters in this research. In Chapter 1, we have motivation, purpose, context, range and framework in our research. Then we collect and review the literatures in the Chapter 2 which are including the definition of new products, the lemma of the new product and the marketing strategy, market segment , the situation of the beer market and etc. We apply all literatures to be our basis. In Chapter 3 is the extension of Chapter 2. Our research method is composed of the framework, hypothesis and questionnaire. All the questions in the questionnaire are from the consumers. The methods can help us study the case and know more from the beer. In Chapter 4, we adapt statistics to analyze our numbers from the collected questionnaires. Finally, we draw the conclusion from all hypotheses and offer the best strategy to the importer in Chapter 5. In addition, future research directions are proposed.

並列關鍵字

New product ； the Imported beer ； Marketing Strategy (4P) ； Life Style ； Consumer behavior ； Market Segment

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