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System No. U0002-1607200902023900
Title (in Chinese) 台灣地區啤酒市場之競爭分析及通路策略與促銷活動策略之探討:國產啤酒及進口啤酒(海尼根)之比較
Title (in English) The Analysis of Competitive Analysis, ChannelStrategy and Promotion Activity Strategy in Taiwan Beer Market: The Comparison between Domestic Beer and Imported Beer (Heineken)
Other Title
Institution 淡江大學
Department (in Chinese) 企業管理學系碩士在職專班
Department (in English) Department of Business Administration
Other Division
Other Division Name
Other Department/Institution
Academic Year 97
Semester 2
PublicationYear 98
Author's name (in Chinese) 黃鴻呈
Author's name(in English) Hung-Cheng Huang
Student ID 796610029
Degree 碩士
Language Traditional Chinese
Other Language
Date of Oral Defense 2009-07-15
Pagination 134page
Committee Member advisor - 王居卿
co-advisor - 何錦堂
co-chair - 李文瑞
co-chair - 李月華
Keyword (inChinese) SWOT分析
競爭策略
通路策略
促銷活動策略
Keyword (in English) SWOT analysis
competitive strategy
channel strategy
promotion activity strategy
Other Keywords
Subject
Abstract (in Chinese)
本研究係針對台灣啤酒市場,以SWOT分析兩家主要的公司之優劣勢及機會威脅,然後探討其採用之競爭策略,並分析台灣菸酒公司及台灣海尼根分公司在通路策略及促銷活動策略,及比較活動獎勵及贈品之差異性。申言之,本研究之目的有:(1)進行SWOT分析,探討台灣啤酒及海尼根啤酒之優劣勢及機會威脅;(2)探討台灣啤酒及海尼根啤酒所採用之競爭策略;(3)比較台灣啤酒及海尼根在通路策略上之差異性;(4)比較台灣啤酒及海尼根在促銷活動策略上之差異性;(5)探討台灣啤酒及海尼根在通路上的促銷活動獎勵及贈品之差異性。透過文獻的探討、次級資料的分析及深入的訪談,本研究有一些重要的發現如下:1.在國內啤酒市場所運用的競爭策略上,台灣菸酒公司台啤系列採用成本領導及差異化策略;海尼根採用集中差異化策略及差異化策略。2. 台啤與海尼根在促銷活動策略差異性,海尼根行銷活動整年規劃完整,台啤較無規劃。海尼根促銷活動大多集中於夏季,台啤一年四季都有促銷活動。
Abstract (in English)
This study focuses on the Taiwan beer market. Firstly, the SWOT Analysis is utilized for analysis of the strengths, weaknesses, opportunities and threats of the beer product manufactured by the two brewers; i.e., the Taiwan Tobacco and Liquor Corporation and Heineken Taiwan. Secondly, this study discusses the competition strategy adopted by the said two brewers. In addition, the channel strategy and promotion activity strategy of the two companies are also analyzed. Finally, this study compares and identifies the differences in the prize for promotion activities and the free gift offered by the two brewers. The major objectives of this study are as follows:(1) Conducting SWOT Analysis in order to discuss about the strengths, weaknesses, opportunities and threats of Taiwan Beer and Heineken Beer; (2) Discussing about the competition strategy of Taiwan Beer and Heineken Beer; (3) Comparing the differences in channel strategy adopted by Taiwan Beer and Heineken Beer; (4) Comparing the differences in promotion activity strategy adopted by Taiwan Beer and Heineken Beer and (5) Discussing about the differences in the prize for promotion activities which are held on Taiwan Beer and Heineken Beer’s channel, and the differences in the free gift offered by the two beers.
After reviewing lots of related articles, analyzing the secondary data, and inducting the in-depth interview, some important findings as below: 1. With respect to the competition strategy adopted in domestic beer market, Taiwan Tobacco and Liquor Corporation adopts cost leadership strategy and differentiation strategy, while Heineken adopts focus differentiation strategy and differentiation strategy.2. In regards to the differences of the promotion activities of Taiwan Beer and Heineken Beer, Heineken Beer owns a complete yearly promotion plan, Taiwan Beer lacks overall promotion plan. Besides, Heineken’s promotion activities concentrate in summer, while Taiwan Beer has promotion activities in each season.
Other Abstract
Table of Content (with Page Number)
目    錄
目錄	I
表次	III
圖次	IV
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究範圍與目的	4
第三節 研究流程	4
第 二 章 文獻探討	7
第一節	競爭優勢	7
第二節 通路策略之相關文獻	16
第三節 促銷策略	27
第四節 通路促銷	36
第三章 研究設計	39
第一節	研究架構	39
第二節	變數內涵	41
第三節	研究方法	41
第四節	訪談對象	43
第五節	資料收集與分析方法	44
第四章 台灣地區啤酒市場特性分析與個案公司介紹	46
第一節 啤酒市場特性分析	46
第二節 台灣菸酒公司基本資料	48
第三節 海尼根(Heineken)台灣分公司基本資料	63
第四節 個案資料整理與差異分析	73
第五章 訪談資料分析	76
第一節 訪談內容摘要	76
第二節 訪談彙總	88

第六章 結論與建議	96
第一節 結論	96
第二節 對菸酒公司的建議	97
第三節 未來研究之建議	98
參考文獻	100
一、中文部分:	100
二、英文部分:	101
附錄:訪談內容	105


表次
表2-1 競爭優勢的來源學者論點彙總表	11
表3-1 變數定義	41
表3-2 研究方法模型	43
表3-3 研究訪談對象	44
表4-1 台啤重要品項及通路價格	58
表4-2 台啤年度促銷活動	61
表4-3 海尼根重要品項及通路價格	70
表4-4 海尼根年度促銷活動	72
表4-5 台啤VS.海尼根SWOT彙總表	74
表4-6 台啤VS.海尼根競爭策略差異表	74
表6-1 台啤VS.海尼根競爭優劣勢彙總表	96

圖次
圖1-1 研究流程	6
圖2-1 競爭優勢的一般性基石	8
圖2-2 競爭優勢的來源	10
圖2-3 決定產業競爭的五種力量	12
圖2-4 三種基本競爭策略	13
圖2-5 行銷通路結構	18
圖2-6 傳統式與垂直式行銷通路系統	20
圖2-7 產品類別、購買習性與分配涵蓋密度關係圖	22
圖2-8 通路權力與通路促銷的特性	37
圖3-1 研究架構	40
圖4-1 台灣菸酒股份有限公司組織架構	50
圖4-2 台啤主要行銷通路階層	60
圖4-3 海尼根主要行銷通路階層	71
References
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