臺灣博碩士論文加值系統

1987年1月開始開放酒類進口，使得啤酒業面臨更激烈的競爭，2002年台灣加入世界貿易組織(WTO)後，大陸許多啤酒品牌紛紛進駐台灣啤酒市場，讓台灣啤酒市場的變化更是難以掌握。一般而言產品生命週期會經歷:導入期、成長期、成熟期、衰退期等四個階段，然而台灣的啤酒市場品牌往往由成長期後就快速進入衰退期。本研究藉由實地訪談當時進口啤酒相關業者，希望透過四家公司的訪談中，回朔歷史的源頭，找出問題癥結，進一步解釋台灣啤酒市場混沌的特性。
我們利用紮根理論進行解碼，研究發現分為三個部份進行論述：(1)如何成功導入啤酒市場 (2)啤酒銷售量下滑因素 (3)持續成長策略建議。在本研究中，我們瞭解當時決策者如何成功切入市場(產品策略、廣告行銷、口碑行銷、行銷資源、通路策略的配合等)，進而了解是怎樣的原因造成產品市場的衰退(市場供需衝突、代理通路的衝突、成長策略的迷失、組織策略與市場自組織的行為、通路利潤瓦解、經營權轉換等)。藉由這樣的探討，讓我們更謹慎的來面對未來管理者的決策模式應用(品牌經營、長短期策略制定與變化、通路利潤、行銷資源的配置、產品生命週期等)，做為決策者在未來台灣啤酒市場中做決策時之參考。

Since the government allowed imported beers to enter Taiwan on Jan 1st 1987, the beer and wine market became very competitive. Taiwan joined World Trade Organization(WTO) in 2002 which allows China beers to enter the market. Beer market changes rapidly. In theory, product life cycle consists of 4 stages; initial, growth, mature and decline stages; however in beer market, brands often starts with growth stage and enter to decline stage immediately. By interviewing the 4 beer industry entrepreneurs, this research intends to discover the key in decision-making process, and explains the characteristics of Taiwan beer market. The research findings are discussed in 3 major aspects 1) how to successfully enter the beer market 2) factors relating to the decrease in sales volume 3) strategy for growth. We discover how to succeed in this market(Product strategy, advertisement, marketing, marketing resources, word of mouth, marketing channels). We also understand what cause the product decline(Market supply and demand conflict, agency conflict, astray growth strategy and market self-organization, channel profit decreases, right of management transformation). We wish to provide decision-makers in beer industry a reference in the future(brand management, long and short term strategy application, channel profit, marketing resources allocation, product life cycle).

目 錄
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 2
1.3 研究範圍 3
1.4 論文架構 3
1.5 研究流程 3
第二章 文獻探討 4
2.1策略的文獻探討 4
2.1.1產業組織（Industrial Organization, IO）學派 4
2.1.2資源基礎（Resource-Based View, RBV）學派 5
2.1.3複雜調適系統（complex adaptive system, CAS）學派 7
2.2相關酒類產品研究文獻 8
第三章 台灣啤酒產業概況與分析 12
3.1 啤酒種類 12
3.2 台灣啤酒演進過程 13
3.2.1 萌芽時期（1932 年以前） 13
3.2.2 日據時代的專賣時期（1933-1945） 14
3.2.3 台灣光復後的公賣時期（1945-1986） 14
3.2.4 開放啤酒進口時期（1987-迄今） 15
3.3台灣啤酒市場概況 15
第四章 研究方法 18
4.1質化研究 18
4.1.1質化研究特色 19
4.1.2 質化研究與量化研究之比較 21
4.1.3質化研究之評估 22
4.2紮根理論 23
4.2.1紮根理論資料分析 24
4.2.2紮根理論執行程序 26
4.3 研究對象 28
第五章 研究結果 29
5.1成功導入市場因素 29
5.2產品市場衰退原因 32
5.3持續成長策略建議 35
第六章 結論與建議 41
6.1結論 41
6.2研究貢獻及建議 43
6.2.1研究貢獻 43
6.2.2 未來研究之建議 43
參考文獻 44
附錄A：逐字稿解碼摘要 50
附錄B：台灣人民每年啤酒飲用量圖表 58
附錄Ｃ：進口品牌啤酒1999年、2007年進口數量對照 60

表目錄
表2.1 國內酒類研究文獻匯整 8
表3.1 進口啤酒數量 14
表3.2 知名進口啤酒品牌 15
表4.1 量化研究與質化研究比較 21
表4.2 受訪專家 28
表4.3 產品生命週期策略 37


圖目錄
圖1.1美樂啤酒歷年來進口數量統計 2
圖1.2麒麟啤酒歷年來進口數量統計 2
圖1.3 研究流程 3
圖4.1 紮根理論執行程序 26
圖5.2 產品生命週期 37
圖5.3高原型 37
圖5.4低原型 37
圖5.5扇貝型 37
圖5.6曇花一現型 37

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