| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 94 === It had been for a long time that the wine market was monopolized by The Wine and Tobacco Monopoly Bureau in Taiwan. At that time, there was no any competitor and other brand for competition. So it was not unnecessary to have the advertisement in the domestic market, especially “Rice Wine”. But when the government had Joined WTO in January 2002, the Tobacco and Alcohol Administration Act was executed instantly. Then the market of private operation winery was opened and, many kinds of wines were produced by the local winery and imported by the agent simultaneously. Therefore, competition of any kind of brand wine was drastically since then. So any wine company looks for a favorable market niche. First of all, the primary marketing strategy shall promote the product a good brand awareness. Without brand awareness, it is difficult to establish marketing communication. The second is how to maintain the brand image. Above two subjects will directly lead consumer to repurchase. Another word, they are positive to influence brand loyalty. Moreover, the perceived risk be an intermediary variable has a significant value. Because enhances brand awareness and brand image will reduce consumer's perceived risk. Brand loyalty is also an important strategy of price advantage and market share. Reducing perceived risk always directly enhances consumer's brand loyalty dramatically too. Therefore, the brand loyalty is a very important target to any wine company for long-term management. This research carries on the analysis using the structure equation model (SEM). The goal is studying for the brand awareness, brand image, perceived risk and brand loyalty relationships and influence effect. The affiliation provides the field by the above analysis result to be the reference of marketing strategy.
|
|---|
