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台灣農村製酒業之行銷策略 = Marketing Strategy An...

侯宗佑

台灣農村製酒業之行銷策略 = Marketing Strategy Analysis Using SWOT for The Country Wine Manufacturing Industry － A Case Study of Gin-Yu-Ton Company : 以「金玉堂企業社」為例

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Marketing Strategy Analysis Using SWOT for The Country Wine Manufacturing Industry － A Case Study of Gin-Yu-Ton Company
副題名:	以「金玉堂企業社」為例
作者:	侯宗佑,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2009[民98]
面頁冊數:	6, 74面圖，表 : 30公分;
標題:	農村製酒業
標題:	Country wine manufacturing industry
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/37296901562096065947
附註:	指導教授：吳建興
附註:	參考書目：面71-74
其他題名:	臺灣農村製酒業之行銷策略
其他題名:	以金玉堂企業社為例
摘要註:	台灣的農村製酒業在早期一直都是國營事業，而且產品種類也因季節氣候，地理植被的因素而有所限制。因此，在開放民營以前，台灣的製酒產業，幾乎是待開發的一塊。而台灣的製酒業目前仍處於雛形階段，政府立案也未臻成熟，也沒有具專業的人才來輔導立業，使得這新興行業時隔多年仍乏人問津。因此，製酒的種類研發與行銷策略的擬定是一件刻不容緩的工作。「金玉堂企業社」是一家新興的農村製酒公司，為因應接踵而來的競爭趨勢，本研究以「金玉堂企業社」為個案公司，藉由深度訪談，並透過SWOT分析探討其行銷策略之優勢、劣勢、機會與外在威脅，期望藉此能善用現有資源並訂定未來企業行銷發展之主軸，以取得最佳的競爭優勢。本研究結果發現：(一)製酒業應以薄利多銷的方式推向巿場、(二)品牌行銷應有所突破，方能邁向國際巿場、(三)應與休閒產業結合以提昇行銷能力。 The country wine manufacturing industry has been long a governor-dominated business since it comes to the marketplace. With development constraints, the wine kinds also differ from seasons, weather, and geographical characteristics. Therefore, before opened to the private, it is almost a developing industry with great opportunities to work on. However, there are several issues that draw back its development, including that (1) the wine manufacturing industry in Taiwan is still at the infant stage, (2) the regulations for this industry are still unknown, and (3) there is no professionals to help its development. Accordingly, it is quite necessary to build up a marketing strategy and to carry out the wine innovation. The Gin-Yu-Ton is a newly private country wine manufacturing company that is facing the increasingly tense competition. In this thesis, a case study of Gin-Yu-Ton is conducted to derive its relevant marketing strategy. The case study uses SWOT analysis technique to disclose the Gin-Yu-Ton’s opportunity, threat, strength, and weakness as the marketing axis. Research suggestions are as follows: (1) should adopt a strategy of “meager profit but high turnover”, (2) should develop a brand marketing strategy for the concern of globalization, and (3) should incorporate with the leisure industry to enhance its marketing ability.

台灣農村製酒業之行銷策略 = Marketing Strategy Analysis Using SWOT for The Country Wine Manufacturing Industry － A Case Study of Gin-Yu-Ton Company : 以「金玉堂企業社」為例
侯, 宗佑

台灣農村製酒業之行銷策略 = Marketing Strategy Analysis Using SWOT for The Country Wine Manufacturing Industry － A Case Study of Gin-Yu-Ton Company : 以「金玉堂企業社」為例 / 侯宗佑撰 - [高雄市] : 撰者, 2009[民98]. - 6, 74面 ; 圖，表 ; 30公分.
指導教授：吳建興參考書目：面71-74.
農村製酒業Country wine manufacturing industry

台灣農村製酒業之行銷策略 = Marketing Strategy Analysis Using SWOT for The Country Wine Manufacturing Industry － A Case Study of Gin-Yu-Ton Company : 以「金玉堂企業社」為例
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