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系統識別號 U0002-2102201415365000
中文論文名稱 智利葡萄酒的國際產銷策略研究:中國市場的個案探討
英文論文名稱 Production and Marketing Strategies of Chilean Wine:A case study on China
校院名稱 淡江大學
系所名稱(中) 美洲研究所碩士班
系所名稱(英) Master's Program, Graduate Institute of the Americas
學年度 102
學期 1
出版年 103
研究生中文姓名 林若喬
研究生英文姓名 Ruo-Ciao Lin
學號 699310149
學位類別 碩士
語文別 中文
第二語文別 英文
口試日期 2014-01-23
論文頁數 103頁
口試委員 指導教授-林欽明
委員-王秀琦
委員-黃任佑
中文關鍵字 智利葡萄酒產業  智利  中國  葡萄酒生產  葡萄酒行銷  葡萄酒消費者行為 
英文關鍵字 Chilean Wine Industry  Chile  China  Wine Production  Wine Marketing  Wine consumer behavior 
學科別分類
中文摘要 智利境內擁有地中海型氣候帶,這種氣候類型有利於發展種植葡萄,西邊為太平洋,右邊為安地斯山脈的地理條件能夠隔絕病蟲害,在氣候與地理條件的雙重條件下,奠定智利發展葡萄酒產業的基礎。該產業受限於智利政府的政策,遲至1970年代末期才開始接觸國際市場,那時其他的葡萄酒生產國(歐美生產者)早已接觸到國際市場,智利屬於國際市場的後來者。

科特勒認為一個國家若能積極行銷自我的形象,就能替國家累積財富。由於傳統的葡萄酒消費者的消費量已趨於穩定,各國生產者紛紛尋找新興消費市場,其中中國因為廣大的人口被視為最具有成長潛力的國家。但是中國人購買葡萄酒時,一向重視商品的原產地,若智利葡萄酒欲拓展對中國的出口時,塑造優質的國家形象為重要的策略之一。再來,除了迎合消費者的需求之外,當智利出口葡萄酒至中國時,也將遭遇到關稅與非關稅障礙。

因此本論文將檢視智利政府的官方組織ProChile和CORCO如何制定策略塑造智利優質的國家形象以促進出口,及如何輔助國內的生產者接軌至國際葡萄酒市場。特別是針對中國市場時,智利政府如何幫助國內的生產者克服對中國出口的障礙。
英文摘要 The Mediterranean climate zones in Chile is beneficial for growth of grapes. The Pacific Ocean and the Andes Mountain keep Chilean Wine Industry from blight. Thus it can be seen, Chile owns the potential that can develop wine industry. Before the era of 1970, Chilean wine industry was restricted by policies of Chilean government. In the end of 1870,Chilean wine industry began to expand exportation. But other wine production country had existed in the international market, Chile is a follower in this field.

Philip Kolter thinks that if a country could contain wealth by shape the image of country. Volume of traditional wine consumers tend to be limited, so that many wine producer want to seek new market. Due to large population, China is becoming an important market. The characteristic of Chinese wine consumer is emphasizing the country of origin. When increasing wine exportation in China, Chile wine producers must overcome the problem of country images, tariff barriers and non-tariff barriers.

There are official organizations for promoting exportation(ProChile and CORFO)in Chile. This study will see the two organizations how to establish strategies to make Chilean wine more famous in international market, especially for China market.
論文目次 目錄
第一章 緒論 1
第一節 研究動機與目的 1
第二節 研究方法 7
第三節 研究架構與章節安排 10
第二章 智利之全球葡萄酒產銷策略 15
第一節 全球葡萄酒產銷趨勢 15
第二節 智利的葡萄酒產業 23
第三節 1980年代的產銷策略 31
第四節 1990年後的技術改良 40
第五節 小結 51
第三章 智利葡萄酒對中國的出口 53
第一節 中國葡萄酒消費者習性 53
第二節 關稅障礙的探討 62
第三節 非關稅貿易障礙的探討 70
第四節 小結 75
第四章 智利葡萄酒出口中國之策略 77
第一節 智利葡萄酒之國家行銷政策 77
第二節 智利葡萄酒產業對中國之出口策略 83
第三節 小結 92
第五章 總結 95
參考文獻 99

表目錄
表1-1 2004 年至2010 年智利葡萄酒出口總額的變化 .......................................3
表1-2 2006 年到2009 年前十五大葡萄酒需求國消費量 ...................................4
表2-1 全球產酒國的產酒量變化 ........................................................................18
表2-2 1989 年至2002 年智利葡萄酒的生產量、出口量及比重 .....................19
表2-3 2011 年全球前十大最具影響力的新世界葡萄酒品牌............................38
表2-4 1988 年至2007 年葡萄品種栽植面積之數量變化 .................................43
表3-1 新舊世界生產者在中國市場的進口表現 ...............................................57
表3-2 受訪者的性別、年齡及月收入比例 ........................................................58
表3-3 樣本人口詳細數量表 ...............................................................................60
表3-4 問卷者對葡萄酒知識答題正確率 ...........................................................61
表3-5 1999 年中國與智利的雙邊貿易額 ...........................................................63
表3-6 根據ISIC 分類,智利對中國的出口(1998 年~2003 年) .................65
表3-7 根據ISIC 分類,智利從中國的進口(1998 年~2003 年) .................66
表3-8 2009 年智利出口至中國的前十大產品 ...................................................68
表3-9 中國在FTA 下給予紐西蘭和智利的進口葡萄酒關稅稅率 ...................69
表3-10 中國進口葡萄酒量排名 ..........................................................................70
表4-1 智利主要產品出口比例(1990 年至2007 年間) ................................81

圖目錄
圖1-1 研究架構圖 ...............................................................................................13
圖2-1 2000 年至2011 年全球葡萄酒生產量 ......................................................18
圖2-2 全球葡萄酒消費趨勢圖 ............................................................................20
圖2-3 葡萄酒產業系統之通路流程 ....................................................................23
圖2-4 智利主要之葡萄酒產區分布圖 ................................................................26
圖2-5 葡萄酒釀造過程 ........................................................................................32
圖2-6 智利葡萄酒發展圖 ....................................................................................34
圖2-7 智利出口葡萄酒佔世界葡萄酒市場的比例 ............................................40
圖2-8 葡萄酒的商品構面因素 ...........................................................................46
圖2-9 1990 年至2009 年間智利葡萄酒每公升價格變化 .................................49
圖4-1 產品詳細清單之範例 ...............................................................................86
圖4-2 中國的葡萄酒酒瓶標籤範例 ...................................................................86
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