臺灣博碩士論文加值系統

目前各飲料廠商紛紛開發出新的飲料種類，並強調產品通過國家健康食品認證及其美味，以吸引消費者進入全台9千多家超商、網路、量販店及其它通路進行購買。茶類及碳酸飲料在過去民國2006年至2012年間銷售量逐年上升，咖啡飲料及果蔬汁則逐年下降。2012年飲料市場總公升數22億9118萬6611公升，茶類飲料獨占其中41.94%，並有逐年增加趨勢，其中PET瓶包裝銷售量為最好，總公升數12萬5307萬2612公升，占54.7%。藉由本研究次級資料之分析得知：1.包裝飲料隨著氣溫變化而影響銷售量，茶類飲料為主要購買品項2.台灣實質GDP與包裝飲料為負相關3.PET包裝為主要購買包裝4.茶類及碳酸飲料有銷售量上升趨勢。本研究透過觀察2006至2012年間台灣飲料同業工會之資料，探討台灣地區飲料包裝對消費者之購買趨向便利性及文化背景喜愛茶類產品，加強產品研發，並建議透過飲料濃度和營養成份調整做為適合熱飲之飲料，做為未來飲料廠商銷售策略之參考並促進包裝飲料市場購買活動。

There are many new types of drink developed by manufacturers. In order to attract many consumers purchase these products and go into more than 9,000 convenient stores, internet, discount stores, and other channels. The manufactories emphasized what the products are tasty and approved by National Healthy Food Permit. The types of tea and soft drink were getting popular during the year of 2006 to 2012, and the sales volumes were an immediate sharp increased year by year. On the other hand, the sales volumes of types of coffee, fruit, and vegetable juice gradually declined. The total number was 2,291,186,611 liters on the beverage market in 2012. The type of tea was at 41.9 percentages, gradually increasing year by year; particularly the PET packing, the sales volumes were the best which were 1,253,072,612 liters at 54.7 percentages. In conclusion, the secondary data analysis shows: (1) Sales volumes of beverage co-move with temperature. The tea was the number one in the sales volumes. (2) The packaged beverages are inferior goods, which have a negative relation with the economic growth rate. (3) The PET packing is the major product for consumers purchasing. (4) The sales volumes increased gradually and slightly about the types of tea and soft drink. This study investigates into the data of Taiwan’s beverage Industries Association that was observed form 2006 to 2012. Consumers trend to the beverages of tea which were related from the background of culture, while the packing of beverage was affected to convenient when consumers purchased it.

中文摘要 I
英文摘要 II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究方法及流程 4
1.4 研究範圍及限制 5
第二章、文獻回顧 6
2.1 品牌形象 6
2.2 行銷4P策略 7
2.3 包裝設計、技術及環保 8
第三章、飲料市場趨勢觀察 11
3.1 2006至2012年飲料市場現況 11
3.2飲料市場銷售量與氣溫變化 11
3.3 2006至2012年飲料種類銷售 17
3.4 2006至2012年飲料種類每年度與前年度之銷售公升數趨勢 18
3.5茶類飲料銷售品項 19
3.6 2006至2012年飲料銷售百分比重 20
3.7 2006至2012年飲料種類上升及下降趨勢之品項 21
3.8 2006至2012年飲料包裝種類銷售 24
3.9 2006至2012年飲料包裝種類每年度與前年度之銷售公升數趨勢 25
3.10 2006至2012年飲料包裝種類銷售百分比重 25
3.11 2006至2012年飲料包裝種類上升及下降趨勢之品項 26
第四章、台灣飲料廠商行銷策略與探討 29
4.1台灣16家飲料廠商產品分析 29
4.2台灣16家飲料廠商通路分析 31
4.3台灣16家飲料廠商價格分析 31
4.4台灣16家飲料廠商促銷分析 32
4.5 台灣16家飲料廠商包裝分析 34
4.6 台灣16家飲料廠商行銷策略雷達圖 34
第五章、結論與研究建議 44
5.1 結論 44
5.2 未來研究建議 46
參考文獻 47
中文部分 47
英文部分 47
網站 49
附錄：

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ETtoday東森新聞雲http://www.ettoday.net/news/20131205/304153.htm
久津實業股份有限公司http://bolife.com.tw/
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