| Summary: | 碩士 === 靜宜大學 === 企業管理學系 === 90 === Though the government in Taiwan opened up the beer market to importers in 1987, local production was not permitted for private brewers. From 1999 to 2000, the Tobacco and Alcohol Administration Law and the Tobacco and Alcohol Tax Law were passed by the Legislative Yuan, and officially enacted by the president on April, 2000. When the Executive Yuan proclaims the date to enforce these laws, the monopoly system of tobacco and Wine will be abolished and the people in Taiwan can produce their own beer. Because the beer consumption in Taiwan is less than 0.4% of the world market, the market is really not big. The Monopoly Bureau, with the capacity to produce 7 million hecto liter beer per year, is far more than the 5 million hecto liter consumption per year. (Currently, about 20% of the market is served by imports and the local production capacity is utilized by less than 60%). What modes should foreign brewers take to enter the Taiwan market? How can so many foreign firms work or compete with the only firm in Taiwan, i.e., the Monopoly Bureau. Examining Japanness brewers, the purposes of this research are to provide answers to these two questions. The findings were: (1)three Japanese beer companies cooperate with local companies worldwide through O.E.M., licensing, joint-venture, or a mixture of the three modes; (2)these companies prefer to cooperate with the Monopoly Bureau through O.E.M. to serve the Taiwan market. However, if the Monopoly Bureau does not have enough capacity to work with them, they prefer to form an alliance by themselves or to form of joint-ventures with local enterprises to set up new breweries. The suggestion to the Monopoly Bureau is to make steady progress and preparation for the changing local markets, such as collaborating with foreign beer companies and for expanding to overseas markets.
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