臺灣博碩士論文加值系統

進口啤酒和台灣微型酒場的市場進入策略

The Taiwan beer market first caught my attention from a consumer’s perspective.Having frequently visited Portland, Oregon, the craft beer capital of the United States with more than 25 brewpubs and microbreweries, I became aware of many exceptional products that were not available in Taiwan. Convinced that these products would be welcome in the market, and that an ongoing business concern could be founded on such
products, I chose to research the opportunity in greater detail.
The Taiwan Tobacco & Wine Monopoly Bureau held a monopoly over beer, wine and spirits in Taiwan from its founding in the early 1900’s to 1987, when pressure from international trade partners forced Taiwan to open the market to beer imports. In January, 2002, as part of its World Trade Organization accession plans, Taiwan opened the market to local breweries. Since then 18 beer brewing licenses have been given to local entities and imports of a greater variety of beers have increased. The TTL still maintains an approximately 80% market share but the arrival of new players is changing the dynamics
of the market and creating substantial profit opportunities for products that can offer both a new taste that is welcomed by the local palate, and are well branded. What strategies
should such a brewery, either exporting to Taiwan or locally brewing, consider when seeking to establish its market presence and grow a successful business?
The objective of this paper is to analyze the current position of craft or specialty beers in Taiwan, understand existing barriers and challenges to their distribution and
acceptance, and to briefly describe strategies that overcome these challenges and allow a craft beer importer or brewer to establish and grow a successful business.
Ultimately this thesis will be the foundation of a new company capable of profitably creating, marketing and distributing unique products of high quality to Taiwan’s most
discerning beer drinkers whose needs are not currently being met.

Table of Contents
List of Figures
List of Tables
Chapter 1 Introduction
1.1 Research Background
1.2 Research Objectives, Issues and Hypothesis
1.3 Craft Beer Industry Definitions
1.4 Thesis Structure
Chapter 2 Literature Review
Chapter 3 Methodology
3.1 Justification of Methodology
Chapter 4 Case Studies
4.1 Wellcome Taiwan Case Study.
4.2 North Taiwan Brewing Case Study
4.3 Joker Magazine Interview
4.4 Retailing Mart Magazine Interview
4.5 Reliance/Jolly Restaurants Case Study
4.6 Cottingham & Company Case Study
4.7 Indian Beer House Case Study
4.8 American Club in China Case Study
Chapter 5 Discussion
5.1 Market Size and Share
5.2 Distributors, Agents and Brands
5.3 Styles and Availability
5.4 Pricing
5.5 Seasonality
5.6 Distribution Channels
5.7 Craft Beer Industry & Imports
5.8 A Brief Wine Comparison
5.9 Barriers for Craft Beer
5.10 Brand & Pricing Exercise
Chapter 6 Conclusion
6.1 Conclusions
6.2 Strategies and Considers for Craft Beer Importers and Brewers in the Taiwan Market
6.2.1 Import First
6.2.2 Pricing
6.2.3 Be Realistic About Market Size
6.2.4 Focus on Your Consumer.
6.2.5 Geographic Coverage
6.2.6 Select the Right Brewmaster
6.2.7 Develop Several Products
6.2.8 Take Advantage of Seasonal Products
6.2.9 Shelf Life
6.2.10 Futures Orders & Cash Flow.
6.2.11 Private Label
6.2.12 Get a Great Supplier
6.2.13 Creating a Compelling Brand Image
6.2.14 Consider a Wine Distributor as Your Beer Distributor
6.2.15 Be Passionate about the Product and the Business,
be an Entrepreneur
6.3 Results
6.4 Recommendations for Further Research
6.4.1 Taste Test
6.4.2 Futures Orders Acceptability
6.4.3 Survey Consumers on Brand Development
6.4.4 Expand the Number an Variety of Interviews
Acknowledgements
References
Interviews
Appendices-
Appendix A - Distributors and Brands in Wellcome, 2002 & 2005
Appendix B - Price Surveys at Wellcome Store 2002 & 2005
Appendix C - Cost Comparisons 2002 and 2005 for Wellcome,
Family Mart & Costco
Appendix D - Market Share of the Top 10 Beers in Taiwan

References

1. Annez,P., Sarakosas, S. & Vandenberghe, D. 2001, “Loxley: The Development of the
Lao Brewery”, ASEAN Business Case Studies, No. 20, Centre for Asian Studies
2. Boyle, J., Hung, R., Chuang, S. & Ho, L.; 2003, “Taiwan Tobacco & Liquor
Corporation: Challenges and Opportunities”; Unpublished, International Marketing,
IMBA Program, National Chengchi University, Taipei, Taiwan
3. Kah, M.; “Thailand Brewing Potential”; 2004; Asia Pacific Food Industry, pp. 84-86;
4. Kaufman, S., Boyle, J.; Ko, S. & Ho J.A. 2004, “Taiwan Beer: Challenging the Status
Quo”; Series 1, Case 1, Practical Business Project, IMBA Program; National Chengchi
University, Taipei, Taiwan
5. Trappey, C., 1998, “An Analysis of the Taiwan Retail Market Using Leites Method”,
Industrial Management and Data Systems. MCB University Press, pp. 48-54.
6. Trappey, C. & Hou, J.L.. 2001, The Taiwan Distribution Market, Hwa Tai Publishing,
Taipei, Taiwan.
7. Trappey, C. & Meng K.L. 1996, “Retailing in Taiwan: Modernization and the
Emergence of New Formats”, International Journal of Retail and Distribution
Management; Volume 24, No. 8, 1996, pp.31-37.
8. Temporal, P. 2001 Branding in Asia; John Wiley & Sons (Asia) Pte. Ltd., Singapore;
“Chapter 6, Measuring Brand Success – Boon Rawd Brewery; Researching Beer Brand
Image & Strategy Options in Thailand”
9. “The Scoop on Taiwan’s New Microbreweries”. Taiwan Fun Magazine, Compass
Group, October 2004; pp. 17-19; Volume 4, Issue 10.
10. Quang, T., and Hyun P.T. 1999, “Product Extension: The Case of Bivina Beer in
Vietnam”; Revised Submission to Asian Journal of Marketing.
http://www.sba.muohio.edu/abas/2000/Paper10.pdf

Further Reading

1. Association of Brewers web site. Available from: <http://www.beertown.org/>
2. Feliciano, M. Local Beer a Strong Brew [Online], European Cjamber of Commerce
Taipei. Available from:
http://www.ecct.com.tw/euroview/issue68/euroview_article52.php>
3. Huang,J. 30 April 2002, Tsingtao Beer Starts a Turf War [Onlline] Taipei Times.
Available from:
http://www.taipeitimes.com/News/archives/2002/04/30/0000134023/print, April 2002
4. McDonnell, J. Winds of Change in Taiwan Alcoholic Beverage Market [Online]
European Chamber of Commerce. Available from:
http://www.ecct.com.tw/euroview/issue68/euroview_article51.php>
5. Jackson, Michael, The Beer Hunter web site. Available at
<http://www.beerhunter.com/>
6. Miller, Jeff, 2002 “Taiwan Uncaps the Alcoholic Beverage Market”, and FAS Report
TW2004; Foreign Agricultural Service, USDA
7. Taiwan Tobacco & Liquor Corporation
<http://www.ttl.com.tw/web/image/index_spring/index_spring.cfm?IP_Id=1&CFID=370
527&CFTOKEN=74353266>
8. Taylor, M. March 25, 2003, Taiwan vs Tsingtao: Beer Wars [Online] Asia Times.
Available from: http://www.atimes.com/atimes/china/EC25Ad05.html May 2003
9. Technical Library, http://brewery.org/library/

Interviews

1. Chang, Eddie, Owner & Brewmaster, Great Reliance. Interview by author. Taipei,
Taiwan, May 2005
2. Chen, Chun-chang, Owner, Indian Beer House. Interview by Author. Taipei, Taiwan,
April 2005
3. Chuang, Ben, Managing Editor, Joker Magazine. Interview by author. Taipei, Taiwan,
May 2005
4. Cottingham, Michael, President, Cottingham & Company. Interview by author. Taipei,
Taiwan, May 2005
5. Dingle, Justin, Food & Beverage Manager, American Club in China. Interview by
Author. Taipei, Taiwan, June 2006
6. Liao, Chi-yang, Editor, Retail Magazine. Interview by author. Taipei, Taiwan, April
2005
7. Neal, Shane, Merchandising Manager, Wellcome. Interview by author. Taipei, Taiwan,
April, 2005
8. Wen, Li-guo, Partner & Brewmaster, North Taiwan Brewing. Interview by author.
Taipei, Taiwan, May 2005