Marketing Feasibility Analysis of Taiwan’s Fruit Wine─ Use Tomato Wine as a Study Case
碩士 === 國立中正大學 === 高階主管管理碩士在職專班 === 104 === Abstract This paper aims at probing into the current situation and the history of alcoholic beverage industry in Taiwan. We use the survey to examine consumer behavior and interview with experts to comprehend marketing model in Taiwan alcoholic beverage ind...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2016
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| Online Access: | http://ndltd.ncl.edu.tw/handle/w8kyme |
| Summary: | 碩士 === 國立中正大學 === 高階主管管理碩士在職專班 === 104 === Abstract
This paper aims at probing into the current situation and the history of alcoholic beverage industry in Taiwan. We use the survey to examine consumer behavior and interview with experts to comprehend marketing model in Taiwan alcoholic beverage industry. According to our research, we pointed out a few more points about marketing strategies：
Product：Low alcohol (5%) of tomato wine can produce by the average 10°Bx tomato in Taiwan. Middle alcohol (11%) of tomato wine can produce with grape. High alcohol (18%) of tomato wine can increase the tomato percentage of material to satisfy consumer demand of healthy.
Price：Our results suggest that seller can use low-price strategy to increase the consumer motivation to buy our products.
Promotion：Our results suggest that seller can hold wine tasting to consumer and that can promote the brand reputation.
Place：According to our results, we suggest that seller can sell their products in liquor store and department store.
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