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研究生:唐迎華
研究生(外文):Ying-Hwa Tang
論文名稱:法國葡萄酒產業競爭優勢研究
論文名稱(外文):Study on Competitive Advantages of French Wine Industry
指導教授:雷立芬雷立芬引用關係
指導教授(外文):Li-Fen Lei
口試委員:王茂駿顏建賢
口試日期:2015-07-28
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:農業經濟學研究所
學門:農業科學學門
學類:農業經濟及推廣學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:72
中文關鍵詞:葡萄酒法定原產區管制命名產業聚落SWOT分析鑽石模型
外文關鍵詞:WineIndustrial ClusterSWOT AnalysisDiamond model
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本研究透過SWOT、國家競爭優勢理論及鑽石理論探討法國葡萄酒產業競爭優勢,結論包括:1.法國部份小型葡萄農場可聯合營運、提高經濟規模降低成本、法國產業聚落堅持內部形成自給自足並能互相合作及激勵創新,形成全球最佳葡萄酒產業聚落。2.雖有來自新世界的威脅,但法國葡萄酒的高貴及口味獨持性一時難以取代。此外,法國部份小型葡萄農場可以聯合營運、提高經濟規模降低成本。3.由鑽石模型分析,發現法國葡萄酒產業競爭力,宛如鑽石堅硬,新世界難以破解。更重要的是,面臨新世界產區的嚴峻挑戰,法國既有的多元性銷售方式,包括搭配觀光等策略聯盟方式,仍然具有優勢,而不易被取代。
綜合法國葡萄酒產業競爭優勢分析之結論,我國政府若要輔導農業之特定產業發展,必須先依循鑽石模型,有建立「產業聚落」整體規劃,具體做法必須評估生產要素以及國內需求,再以政府政策透過扶植相關產業,才能有效達成目標。法國葡萄酒產業的先天條件,未必任何國家都可以具備,但是嚴格管理機制的建立,特別是原產區管制命名以及搭配文化行銷的概念,特別值得學習。

This research analyses the competitive advantages of French wine industry using SWOT analysis and Diamond model. The research findings encompass: 1) Some French small wine farms may reduce the cost by increasing economic scale. The wine clusters within France are suggested to self-sustain, cooperate and encourage innovation to shape the best global wine cluster. 2) Given the threats from new wine countries, French wine remains its uniqueness in terms of the noble nature and taste. 3) Through diamond model analysis, the competitiveness of French wine stays unbreakable as diamond compared to emerging countries. Furthermore, the French existing diverse sale channel and distribution system including strategic alliance with tourism is irreplaceable, while facing robust challenges worldwide. Extracting from this analysis outcomes to support domestic farming, Taiwan government can consider following diamond model approach to establish clusters. The specific actions can assess the manufacturing elements and domestic demand, and build up effective policy to facilitate wine industry development. The natural conditions of French wine industry may not be imitated, whereas their rigid management mechanism, especially origin wine field brand regulation along with cultural marketing strategy are good practices to be learned.

中文摘要............................. I
Abstract............................. II
表目錄.............................. V
圖目錄.............................. VI

第壹章 緒論
第一節 研究背景與動機..................... 1
第二節 研究目的........................ 3
第貳章 研究方法文獻探討
第一節 產業與聚落發展......................5
第二節 SWOT分析 ........................8
第三節 國家競爭優勢理論.................... 9
第參章 葡萄酒概論與全球市場概況
第一節 葡萄酒定義及釀酒葡萄品種................ 14
第二節 釀酒葡萄種植條件.................... 15
第三節 葡萄酒製程與行銷流程.................. 16
第四節 全球葡萄酒市場現況................... 20
第肆章 法國葡萄酒產業特色
第一節 法國葡萄酒法規..................... 25
第二節 法國葡萄酒分區特色................... 31
第三節 法國酒莊管理模式.................... 34
第四節 多元性銷售方式..................... 38
第伍章 法國葡萄酒產業分析
第一節 SWOT分析與討論...................... 43
第二節國家競爭力之鑽石理論分析................. 44
第三節 行銷策略分析...................... 54
第陸章 結論 ........................... 58
參考文獻............................. 63
附錄一 紅葡萄品種.......................... 67
附錄二 白葡萄品種.......................... 70


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