| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 105 === Abstract
With the improvement of living standards of the people in Taiwan,
exquisite life taste consciousness has been growing, the demand for grape
wine products is also growing gradually. In recent years, more and more
consumer groups in Taiwan have been concerned about the taste of wine,
from the past just to drink alcohol, envolved to the delicate taste of wine,
so far, the demand for wine is increasing, which will induce the suppliers
to provide more different kinds of wines. The motivations and behaviors
of Consumers to buy wine has been greatly changed and the trend is
growth, which will promote this study to understand the motivations and
background of wine importer’s operating strategy.
The purpose of this study is to explore the influence of different
marketing patterns on the purchase intention and purchase behavior of
consumers. The scope of the study is based on literature research,
network article selection, case interviews and other research methods.
Interview targets will be professional wine importers who import grape
wine from United States. For a depth research on the status of wine
imports in Taiwan, we do a comparative analysis based on different types
of manufacturers, as a business strategy reference for wine importers.
And finally, according to the interview process, the California wine
(New World producer) import has been growing in Taiwan, its taste is
also gradually accepted by the Taiwan consumer groups, however,
compare to France, Italy and Spain and other traditional world grape
wine , Taiwanese consumers are still unfamiliar with American grape
wines, so the source of wineries, wine importers and wine-related
institutions etc. will need to actively promote American grape wine. In
Taiwan’s consumer groups on the American wine strange deviation from
the perception of the deeper imprint, on behalf of its growth in the future,
the greater the opportunity for development.
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