| Summary: | 碩士 === 國立暨南國際大學 === 兩岸高階主管經營管理境外碩士在職學位學程 === 106 === The old stereotype is that drinking falters a person’s future. People who like to drink also get discriminated against. As the population wages, living standards of society, and attention for policies against DUI rises, Taiwan has slowly changed it’s drinking culture. The changes in tendencies to drink too much of high alcohol content beverages, and the idea that you have to “drink till you fall” is especially obvious. In recent years, as health awareness has spread, the society has become warier of the consumption of healthy food and drinks. In western countries, a lot of people have the habit of drinking a cup of red wine a day. This is not necessarily due to being alcoholics, but for health reasons. Medical reports indicate the benefits of wine on health. Wine helps prevent diseases such as arteriosclerosis, Alzheimer, and osteoporosis.
With the help of wine merchants, wine culture has changed in Taiwan from just drinking, to tasting wine, and is slowly spreading. In Taiwan, the wine market still mostly consists of imports. Australian wine has not been as motivated to break into the Taiwanese market as French wine. People in Taiwan are still more used to French wines, when in fact Australian wine can compete quite well with France and other countries. Due to the weather, quality of soil, and excellent environment, no matter which year of Australian wine is always in great quality.
This thesis attempts to first understand the Australian wine industry, from facts, knowledge, import/export data, then analyze the current Taiwanese wine market, to explore a possible way of increasing Australian wine exposure rate in Taiwan. Adding on top of all this data and analysis, provide comprehensive internet marketing solutions and strategy advice for how Australian wine can enter the Taiwanese wine market and succeed.
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