| Summary: | 碩士 === 國立高雄大學 === 國際企業管理碩士學位學程 === 103 === The wine industry is nowadays one of the most globalized industries in the world. Traditionally, wine has been viewed as a European product but new-world wine producer countries nowadays represent a strong competence. In terms of consumption, the European Union market is shrinking today and wine consumption per capita in Spain has declined dramatically. On the contrary, Asian countries have increased their per capita wine consumption in recent years and today they represent export markets of high potential. This study has the objective of increasing the competitive advantage of international market within the actual wine industry exports panorama for the Spanish small and medium wineries sector. For that purpose a group of eight Spanish small and medium wineries from Rioja and Txakoli areas, and six Taiwanese wine related companies were selected as ideal representatives for both parts. A qualitative method composed of a 3-stage research framework was adopted. Stage 1 is the derivation of a set of twelve potential marketing strategies or propositions from literature review and from the outcomes of a first round of interview conducted to Spanish wineries to hear first-hand situations and the marketing approaches they have. Stage 2 is a two-round interview that includes the overall second and third rounds, which are conducted to Taiwanese wine related companies and Spanish wineries, in that order, to see their degree of acceptance on the potential application of each of the twelve propositions. Stage 3 is the propositions consistency based on acceptance matching and the propositions contextualization. Results of this study showed a high level of consistency on four out of the twelve propositions showing a high matching agreement between both parties, which includes performing wine tastings and events together, including wine merchandising, adding value to the product rather than cutting costs and price, and producing new products adapted to the specific customer’s needs. The other eight propositions had a lower level of consistency and thus were considered inconsistent. However, the inconsistent propositions have been categorized into four different priority groups, and depending on their matching levels, different discussions and suggestions are provided. To conclude, the findings imply that the adoption by the Spanish wineries and/or the Taiwanese companies, depending on each case, of one or more of the high consistent propositions could help the Spanish wineries achieve the goal of increasing wine exports to Taiwan, as well as help the Taiwanese wine related companies increase their local sales. Applications to other old-world wineries and/or other Asian wine related companies may also be of interest. While this study has its limitations, it is hoped that the results can serve as a basis for future research, such as replicating the research on larger and different populations, or perhaps could review the results quantitatively validating the propositions through empirical testing which provide more insightful results for differentiating these views from one another.
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