A Study of Ways to Analysis Competitiveness of Liquor - Chan-Fu-E Ltd. Private Wineryfor Taiwanese Kaoliang

• Main Authors: CHEN、CHIN-HUA, 陳金華
• Other Authors: 章國威 郭仕堯
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/c66de6

碩士 === 真理大學 === 休閒遊憩事業學系碩士班 === 105 === The implementation of the revised Tobacco and Alcohol Administration Act deregulates private distillery and opens a new market to boom alcoholic industry in Taiwan. For a new developed private alcoholic industry, it is not easy to open the domestic marketing and sales channels because of the small manufacturers, the shortage of professional manpower, compared to the original public Taiwan Tobacco and Liquor Corporation, coupled with the competition of foreign liquor. In order to establish food safety and quality of alcoholic products effectively, to market local sorghum liquor, to promote domestic liquor image, to thick domestic distilling ability, this study tries to integrate local cultural characteristic alcoholic products into the development of tourism to create the output value of Taiwan sorghum liquor (Kaoliang Chiew). Using Fuyi Wine Co. as an example, this study investigates the strength and weakness of internal management and the opportunity and threat of external environment through SWOT analysis for an in-depth understanding of the advantages and disadvantages of this company to provide the reference for competitive marketing strategy. This study aims to improve the industrial environment, to enhance the quality of private distillery and to help the establishment of marketing channels for the purpose of promoting the brand and international reputation of the private distillery to enhance Taiwan’s industry competitiveness.