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研究生:黃婉綺
研究生(外文):Wan-Chi Huang
論文名稱:消費者行為與開發探險決策-以水鹿精釀為例
論文名稱(外文):Case Study of Sambar Brewing Co. on Consumer Behavior and Exploration/Exploitation
指導教授:葉穎蓉葉穎蓉引用關係
指導教授(外文):Ying-Jung Yeh
口試委員:郭庭魁何秀青周子銓
口試委員(外文):Ting-Kuei KuoMei HC HoTzu-Chuan Chou
口試日期:2018-07-12
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:管理學院MBA
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:英文
論文頁數:44
中文關鍵詞:消費者行為精釀啤酒組織學習開發與探險
外文關鍵詞:Consumer BehaviorConsumer Decision Making ProcessCraft BeerOrganizational Learning
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本個案描述一個來自新竹的精釀啤酒品牌-水鹿精釀到從2015年草創到2018年為止的各種歷程。生於新竹的創辦人丁鼎先生,感念先前在歐洲求學時享受當地小酒廠釀造的啤酒的文化洗禮,那種輕鬆舒服的感覺,也療癒了他的社交障礙。回到家鄉後,開始思考啤酒其實也可以是一個讓世界認識台灣的媒介,發現啤酒在台灣的刻板印象狹隘,以精釀啤酒來說是一個幾乎是未開發的市場。另一方面,眾人對於新竹的印象皆為竹科與美食沙漠,因此希望利用新竹當地的資源,製造美味適飲的啤酒來帶動台灣慢飲啤酒的社交生活型態,也改變大家對新竹的刻板印象。
以離家最近位於新竹縣香山的纖碧爾酒廠作為配合的代工廠,水鹿精釀就此誕生了。起頭以家鄉為出發點,親自拜訪新竹在地的特色咖啡店與工作室,慢慢耕耘。且以初生之犢的姿態接下了第一個音樂祭活動,開始將市場拓展到其他縣市。幾個月後,因為瓶裝啤酒的品質不穩定且產生無法接受的變化,導致訂單開始流失。雖改變製程穩定了品質,但為了提供消費者更好的商品,創辦人在2017年底還是毅然決然的轉換調整生產線以分散風險。雖然客訴與轉換酒廠並沒有影響實際營收太多,但丁創辦人發現從創辦以來,參與擺攤活動的銷售額卻急劇下降。於是調整策略並重新思考品牌的走向與定位。
本研究以哈佛個案型態進行,藉由個案故事描述來探討商業決策與消費者行為模式。欲瞭解公司在以組織學習的開發與探險之間資源利用的權衡,以及以消費者的購買決策分析,檢視水鹿精釀的市場活動與企業定位是否在消費者購買商品時,如何加強消費者的購買動機,且增加消費者忠誠度。
This case described a craft beer brand from Hsinchu, Taiwan established in the year 2015—until now- Sambar Brewing Co. The founder Ting aimed to make the craft beer in his hometown after obtained his master degree in Europe. The beverage not only helped with his social anxiety but inspired him to start a business on craft beer brand, in which the market was almost undeveloped by then. On the other hand, Ting also wanted to utilize the hometown resource breaking the stereotype in Hsinchu. Sambar as well broadened the marketing territory to Taipei earning more collaboration to culture creative industry. However, after a while the claim of bad bottled beer surged and Ting chose to swift the brewery out of Hsinchu and found the sales revenue while vending had declined drastically.
The case adapted the Harvard Case Study research method to discuss the balance of making exploration of new possibilities and exploitation of old certainties upon managing the ideal production line, evaluating consumer decision making process to diagnose the reason in dropping revenue of selling, and by the measure of message effectives, understanding how do a company collect consumer feedback and create new marketing strategy.
摘要 I
Abstract II
Acknowledgements III
Table of Contents IV
I. Case Study of Sambar 1
i. The Birth of Sambar Brewing Co. - 2015 1
ii. Overview from Establishment 2
a. Origin as Hometown Glory 2
b. Broadening the Territory and Escalation of Business 3
c. Fall from Growth 4
d. Defending the Reputation 5
iii. Drink with Liberty 6
a. Formula with liberty 6
b. Earn with liberty 8
c. Locate with liberty 8
d. Enjoy with liberty 9
iv. Future Perspective 10
II. Case Discussion 12
i. Synopsis 12
ii. Teaching Objective and Adapted Subject 12
iii. Case Background Supplementary Information 13
iv. Student’s in class discussion 14
v. Character Background 15
vi. Suggested Answer Keys for discussion: 16
a. Trade off in making difference 16
b. Consumer Decision Making Model 20
c. Measure of Message Effectiveness 28
III. Teaching Plans 32
IV. Reference 33
V. Appendix 34
1. Kotler, P., & Keller, K. L. (2012). Marketing m anagement(14th ed.). Boston: Pearson.
2. Ignazio Cabras & David M. Higgins (2016) Beer, brewing, and business history, Business History, 58:5, 609-624, DOI: 10.1080/00076791.2015.1122713
3. Kotler, P. and Keller, K. (2009). A framework for marketing management. Upper Saddle River, N.J.: Pearson Prentice Hall.
4. Elzinga, K. G., Tremblay, C. H., & Tremblay, V. J. (2015). Craft beer in the United States: History, numbers, and geography. Journal of Wine Economics, 10(3), 242-274.
5. Official Site of Taiwan Beer,https://www.twbeer.com.tw/beer_Classic.html,Search Date: June, 16th. 2018
6. 吳芥之;吳碧珠. 台酒尚青 : 黃營杉再造臺灣菸酒行銷實錄. 台北市:先覺, 2005.
7. Wiebe, J. (2013). Craft Beer Revolution: The Insiders Guide to B.C. Breweries. Douglas & McIntyre.
8. Eric K. Clemons , Guodong Gordon Gao & Lorin M. Hitt (2006) When Online Reviews Meet Hyperdifferentiation: A Study of the Craft Beer Industry, Journal of Management Information Systems, 23:2, 149-171
9. Bell, E. (2016, May 4). What Is "Gypsy Brewing"? Retrieved June 21, 2018, from https://vinepair.com/wine-blog/what-is-gypsy-brewing/
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