進口啤酒廠商在台灣市場的行銷策略之研究-以日系啤酒廠商為例

A Study of The Marketing Strategy of Imported Beer Company in Taiwan Beer Market-The Case of Japanese Beer Companies

陳宗遠(TSUNG-YUAN CHEN)

指導教授 ： 謝龍發

中原大學/商學院/企業管理研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400043

摘要

台灣啤酒市場的規模約為新台幣四百億元，年消費量約為546萬公石，而日本的啤酒品牌在台灣市場的發展卻敬陪末座，其中，麒麟啤酒擁有4%的市占率，而朝日啤酒以及三寶樂啤酒則低於1%。
本研究以日本啤酒品牌為對象，透過實地的訪談三間在台發展多年之日本啤酒品牌廠商，了解目前的發展狀況以及未來的企業願景，分別以行銷組合的四個構面（產品、價格、通路及推廣）深入的探討其行銷策略，並且與過去學者的研究文獻及市場調查的資料交叉比對，分別找出適合三間日本啤酒廠商的行銷策略，以做為未來發展行銷策略的參考依據。
研究結果：
一、 在產品的部分，日本啤酒廠商應善用豐富的產品線，強化品牌的延伸，提升整體的品牌力，並藉由日本的銷售經驗，導入受到女性市場歡迎之產品，創造新的消費市場。
二、 在價格的部分，低價位產品仍然是銷售量主要的來源，除了積極的布局低價位產品外，也應避免與競爭者作削價競爭，並且在通路之間的價格制定上作有效的管理。
三、 在通路的部分，現代通路是未來的通路發展趨勢，也是銷售量最大的通路，而傳統通路及餐飲通路是企業獲利的來源，除了在現代通路積極的擴大外，也應加強地區經銷商的布局，並強化經銷商的管理，避免經銷商之間的競爭所造成市場行情的破壞。
四、 在推廣的部分，提升品牌力是銷售量成長的關鍵，除了透過媒體廣告等方式提升產品的曝光度外，減少過度頻繁的降價促銷，並藉由日本經驗導入與日本同步的贈品，破除陳列位置租賃的迷思，集中在冰箱牌面的擴大。

關鍵字

SWOT分析 ； 行銷策略 ； 進口啤酒

並列摘要

Taiwan's beer market scale is about $ 40 billion NT dollars, and the annual consumption is about 5.46 million hectoliter. However, the development of Japanese beers in Taiwan wasn’t as expected. Kirin Brewery has a market share of 4%, while Asahi beer and Sapporo beer are less than 1%.
This research is based on the interviews of three Japanese brewers. With the understanding of the current situations and future goals in those companies, analyze their marketing strategies by means of 4Ps (Product, Price, Place and Promotion) in the marketing mix. Also, cross-compare with the past research document and market research. Through these strategies, find appropriate marketing strategies for three Japanese brewers respectively. These results can be used as reference for future marketing development.
Results:
First, in the aspect of products, Japanese brewers should make good use of their various product lines, strengthen the extension of the brand, and enhance the images of the brand. They can apply Japan’s sales experience to Taiwan’s market. They can import the products which are popular with women and create a new market.
Second, in the aspect of price, low-priced products are still the majority of sales. In addition to the layout of low-cost products, they should avoid price competition with competitors, and manage the price effectively among distributors.
Third, in the aspect of place, the modern channel is not only the future trend of distribution, but bringing in the most sales volume. The traditional channel and restaurants are the main sources of corporate profits. In addition to expanding the modern channel aggressively, strengthening the layout and management of regional dealer will be beneficial for preventing the price from dumping owing to the competition among dealers.
Fourth, in the aspect of promotion, strengthening the images of the brand is key to the growth of sales volume. In addition to increasing the media exposure, they should also reduce excessive frequent price reduction. By making use of Japan’s marketing strategies and the synchronized gifts as in Japan, get rid of the myth of location rent, and focus on expanding the advertisements on the refrigerators.

並列關鍵字

Marketing Strategy ； SWOT Analysis ； Imported Beer

參考文獻

(12) 柯朝斌，2011年，台灣啤酒市場概況暨進口啤酒選擇因素之研究，餐旅暨觀光期刊，第八卷，第一期，頁1-19。

(16) 莊陞漢，2003年，尚青？台灣啤酒的消費文化(2000~2004)，國立臺灣大學國家發展研究所碩士論文。

(25) 鄭明政，2009年，台灣啤酒市場後進廠商經營策略與研究─以台灣青啤公司為例，國立屏東科技大學高階經營管理碩士在職專班碩士學位論文。

(27) 魏國文，2009年，台灣進口啤酒市場的質化分析，國立台北科技大學商業自動化與管理研究所碩士學位論文。

(10) Kotler and Keller,2005,Marketing Management-An Asian Perspective.