:::

詳目顯示

回上一頁
題名:臺灣進口葡萄酒行銷通路選擇之影響因素分析
書刊名:農業經濟半年刊
作者:凌碧鴻邱振鎰
作者(外文):Ling, Bith-hongChiu, Chen-i
出版日期:2004
卷期:75
頁次:頁113-147
主題關鍵詞:葡萄酒行銷行銷通路選擇國際行銷Wine marketingInternational marketingMarketing channel choice
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:0
  • 點閱點閱:60
近五年來,臺灣進口葡萄酒市場結構的變化極劇。1997年紅酒熱潮曾使得臺灣進口葡萄酒市場達到最巔峰期,當年進口量高達33.8百萬公升,進口值為173百萬美元。然而,因國人對進口葡萄酒的消費需求成長仍屬有限,隨後逐年部分進口商降低其葡萄酒進口量,或降價促銷滯銷囤積葡萄酒,不僅打亂進口葡萄酒品質與價格的行銷秩序,同時亦造成整體進口葡萄酒市場結構的不穩定性。此外,面對加入WTO後,臺灣市場的開放與新制菸酒稅法的實施,均將對未來進口葡萄酒市場結構、廠商進口競爭與葡萄酒行銷策略產生另一波的衝擊影響。本研究主要目的在於探討目前臺灣進口葡萄酒市場的廠商結構、國外葡萄酒商進入臺灣市場的進入模式、以及影響進口商選擇進口葡萄酒行銷通路的權變因素。由實證結果得知,「葡萄酒產地國印象」、「葡萄酒產地國的推廣促銷」與「葡萄酒產地國的產品特性」被視為是影響國內進口商選擇其進口葡萄酒來源國的考量因素;而影響國內進口商選擇進口葡萄酒上游與下游通路的考量因素則與「業務經營能力」、「交易協調過程」、「經營信譽」與「公司經營策略」有關。
Market structure of imported wines in Taiwan has changed dramatically for the past 5 years. At the peak of the wine boom of 1997, wine imports in Taiwan reached its peak record, valued at US$ 173.1 million for a total of 33.8 million liters. However, due to the limited demand growth of domestic consumption for wine, foreign wines in Taiwan became oversupplied and Taiwanese wine importers worked to clear out their wines of inventory stocks. Wine imports have severely decreased in subsequent years, which induced the uncertainty of imported wine market. In accordance with the WTO accession aggrement, the openness of Tawianese market and the implementation of the Tobacco and Alcohol Tax Law (TATL) will induce further impact effects on the market structure of imported wines, import competition and marketing strategy of wine importing companies in Taiwan. The purpose of the study is to investigate the wine importing company structure, entry mode of foreign wine in the Taiwanese market, and the contingent factors influencing the marketing channels of imported wine. The empirical results show that image, promotion and attitude of wine of origin are contributing factors for wine importers to choose the origin source of their imported wines. The contingent factors influencing the choice of upstream and downstream marketing channels for imported wines include the capacity of business operation, procedure of trading transaction, business reputation, and company policy.
期刊論文
1.Durgee, J. F.、O'Connor, Gina Colarelli、Veryzer, R. W.(1996)。Observations: translating values into product wants。Journal of Advertising Research,36(6),90-100。  new window
2.Kaiser, H. F.(1958)。The varimax criterion for analytic rotation in factor analysis。Psychometrika,23(3),187-200。  new window
3.中島茂、黃雲姿(1998)。再造全球性葡萄酒配銷事業之物流巔峰。物流技術與戰略,9,100-109。  延伸查詢new window
4.李元震(1997)。各國葡萄酒介紹四大傳統葡萄酒強國。製酒科技專論彙編,19,186-196。  延伸查詢new window
5.Batt, P. J.、Dean, A.(2000)。Factors Influencing the Consumer's Decision。The Australian & New Zealand Wine Industry Journal,15(4),34-41。  new window
6.Cook, D.、Lockshin, L.(1999)。Revising Australian Export Strategies to The Pacific Rim: The Case of the Thai Wine Market。International Journal of Wine Marketing,9,32-51。  new window
7.Gluckman, R. L.(1990)。A Consumer Approach to Branded Wines。European Journal of Marketing,24,27-46。  new window
8.Mitchell, V. W.、Greatorex, M.(1989)。Risk Reduction Strategies Used in the Purchase of Wine in the UK。European Journal of Marketing,23,31-46。  new window
9.Suttan, I.(1994)。Appellation Control - The Gold Standard for Analysing Asian Wine Export Opportunities。The Australian & New Zealand Wine Industry Journal,9(2),120-121。  new window
10.Spawton, T.(1991)。Marketing Planning for Wine: The Wine-marketing Environment。European Journal of Marketing,25,12-18。  new window
11.Spawton, T.(1991)。Marketing Planning for Wine: Of Wine and Live Asses: An Introduction to the Wine Economy and State of Wine Marketing。European Journal of Marketing,25,6-11。  new window
12.Spawton, T.(1998)。Building Brands in the Wine Sector。The Australian & New Zealand Wine Industry Journal,13,417-420。  new window
學位論文
1.李明穎(1997)。國外廠商進入臺灣飲料市場之策略選擇,沒有紀錄。  延伸查詢new window
圖書
1.Guilford, J. P.、Fruchter, B.(1973)。Fundamental Statistics in Psychology and Education。New York, NY:McGraw-Hill Book Company。  new window
2.Root, F. R.(1994)。Entry Strategies for International Markets。Lexington, MA:Lexington Books。  new window
3.吳明隆(2000)。SPSS統計應用實務。臺北:松崗電腦圖書資料股份有限公司。  延伸查詢new window
4.SPSS Inc.(1998)。SPSS BASE 8.0: Application guide。Chicago:SPSS Inc.。  new window
5.黃俊英(1997)。行銷研究概論。華泰。  延伸查詢new window
6.Anderson, K.、Norman, D.(2000)。Global Wine Production, Consumption and Trade, 1961-1999: A Statistical Compendium。Global Wine Production, Consumption and Trade, 1961-1999: A Statistical Compendium。Adelaide, Australia。  new window
7.European Commission(1998)。Situation and Outlook: Wine Sector。Situation and Outlook: Wine Sector。Brussels, Belgium。  new window
8.Rabobank(1999)。The World Wine Business: Market Study。The World Wine Business: Market Study。Netherlands。  new window
9.Winetitles(1999)。The Australian and New Zealand Wine Industry。The Australian and New Zealand Wine Industry。Adelaide, Australia。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
QR Code
QRCODE