The Strategy for Entering a Mature Market by Using Category Innovation – The Successful experiences of Japan Brewery Industry –

• Main Authors: Hung-Chia Chang, 張紘嘉
• Other Authors: Li-Ren Li
• Format: Others
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/7xq5uk

碩士 === 國立臺中科技大學 === 應用日語系日本市場暨商務策略碩士班 === 106 === Between various competitive strategies in Japanese brewery industry, it’s obvious that all major beer brewers are dedicated to create new categories or subcategories of beer. Numerous brewers use this strategy successfully to circumvent mass commercialization, and enter the gap of the market. Though it’s necessary for brewers to be innovative in the era of social media, the keys of success lie in the interaction, bond creation and brand adherence with the customers. In this study, we revealed the evolution of category innovation strategies throughout the history of Japanese brewery industry, and organized the practical way of category innovation in the age of social media if we introduce Japanese successful experiences to Taiwanese beer market. In order to understand Taiwanese’s purchasing behavior of beer and their thinking toward new beer (sub)categories, we combined AIDEES and AISAS customer behavioral model, and using questionnaires to analyze the feasibility of category innovation strategy in Taiwanese beer market. After thorough investigation, we found that the top priority of using category innovation strategy in Taiwanese beer market is the capability of introducing beers that combine both tasty flavor and new concepts. What’s more, the brewers must make good use of the characteristics of social media by online sharing and word of mouth to influence the decision making of the customers. In the product introduction period, building up the brand reputation and customer economy, especially beer consumers aged between 18 ~30 years old, can make the new products more popular and easier for market positioning.