The Practice of Blue Ocean Innovation – A case study of 18 days Taiwan Draft Beer

• Main Authors: CHIN-FUHSIEH, 謝金福
• Other Authors: Shih-Chieh Fang
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/2hnu8u

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 107 === Taiwan beer produced by Taiwan Tobacco ＆ Liquor Corporation, after opening the import of tobacco and alcohol, has strong brands in large-scale brewing groups in various countries, and is vying for the existing beer market, while there are small brewers of craft beer. The rise of the two, trying to share a piece of the glutinous food to eat this remaining beer market, in such a harsh living environment, Taiwan beer is still the status of its market leader, standing up and down in the wind and rain for many years. The success of Taiwan beer is not fortunate. There are too many successful stories in it, and we will discuss its entire marketing concept one by one. However, although Taiwan beer is the first in the market, it is still difficult to conceal its intrusion into the enemy brands and the enemies of the elite brewers. This is a double crisis of internal and external killing. And from the slight decline in its market share, we have pre-existed a medical list for the Taiwan beer brand of Taiwan Tobacco ＆ Liquor Corporation, perhaps not paying attention, perhaps facing the beer market. The wind and cloud change color, making the leader change. Therefore, we think from the perspective of the Blue Ocean strategy, not only for Taiwan Beer to find out why it is deeply immersed in the Red Sea, but also for the 18-day Taiwan draft beer that Taiwan Tobacco ＆ Liquor Corporation has continuously developed over the years. The original draft beer-flavored beer, based on Blue Ocean's innovative four-action architecture, finds out whether it has a foothold in entering a new beer market and draws a detailed sketch of its strategy to ascertain that it has been high-quality positioning In the innovative thinking of Blue Ocean, it creates another new beer market that is unparalleled.