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| Title: | 紅酒進口商營運策略之研究-以小型進口商為例
Business strategies of red wine importers-the case of small-sized frims |
| Authors: | 張綺芬
Chang, Chii Fen |
| Contributors: | 于卓民
Yu, Joseph
張綺芬
Chang, Chii Fen |
| Keywords: | 營運策略
資源基礎論
STP
行銷組合
客戶關係管理
紅酒
Business strategy
Resource based view
STP
Marketing mix
CRM
Red wine |
| Date: | 2011 |
| Issue Date: | 2012-10-24 16:09:46 (UTC+8) |
| Abstract: | 隨著國人對紅酒的品飲需求的增加，大街小巷林立的酒鋪也增加許多，從進口商的角度而言，進口商要用甚麼樣的方式才可以讓自己的酒銷售的好呢？如何才可以在這酒海中殺出重圍呢？要怎樣才可以讓消費者青睞呢？要進什麼地方的酒才有競爭力？要進什麼樣口味的酒呢？
目前國內對於葡萄酒相關方面的研究並不多，針對一個「贏」的策略是需要比較全面性的思考與架構，這也就是本研究所想要達到的目的。本研究的目的即在探討進口商是否能在一開始就可以做出正確的進口策略的選擇，以達到事倍功半的效果；當然這其中就包括了目標市場、產品、通路、 行銷方式以及價格的選擇與制定。
本文想探討的是小型或初進入台灣市場的葡萄酒專門進口商，希望從特定的目標市場客群來進行分析，從而找出其中的基本要素， 提供進口商在做進口策略規劃時有更明確的思考模式與方向。因此，本研究之問題可以歸納為：紅酒進口商之營運策略(包含進口國與進口酒品的選擇、定價、 推廣以及通路等相關策略)為何？
本研究為探討性個案研究，所採取的研究架構是從進口的環節開始，探討在現有市場環境下，一個專業葡萄酒進口商或是初進入市場的小型貿易商要如何進入市場，其進入市場之進口策略應該如何選擇，從何處開始會較有勝算，藉由研究架構來探討進入之規則。研究方法乃採用文獻探討與個案訪談，試圖厘清其中成功立足於市場之重要原理原則。
從進口商的資源開始，逐步探討其進口策略的各個重要面向，檢視其行銷組合與策略面的契合度，最後再確認其績效與策略面及行銷組合的結果是否與原定目標相符；希望能在這樣的研究架構下找出各不同類型進口商採用的策略與搭配的行銷組合，期能讓市場新進者有所參考。
本研究乃以個案研究(Case Study)為主要的研究方式。研究對象為本國內的
專業葡萄酒進口商，藉由不同型態的廠商來比較分析。因此，選擇廠商的標準為：(a)業界已有知名度，(b)進口並販賣多種葡萄酒，(c)有直營的店頭或門市，(d)有配合訪談之意願，(e)有網路推廣之經驗。
本研究發現作為一個小型的初階紅酒進口商之營運策略有幾個基本要件 ：
1.專業知識的必要性高。
2.與國外溝通語言能力，英文是基本必要條件，若能有生產國當地語言幫忙如法文、 西班牙文、葡文、德文則是錦上添花。
3.資金是最重要的。
4.除以上三點外，業內經驗是加分但非必要性，擁有客群是加分會讓初期營運較快速順利，產品的品質則是基本必要條件無庸贅述，若品質不佳反而會遭致麻煩。
5.進口國與進口對象的選擇與掌握是一個關鍵因子。
6.目標市場的準確性，要就自己所處的環境先分析優劣勢，再來做市場的區隔而後訂出目標市場並定位之。
7.行銷組合(產品、價格、通路、推廣)是要互相搭配的，要看自己手上有甚麼市場需求來建立組合，彼此之間有高度的關聯性，不可以多頭馬車，信手拈來。
8.客戶關係的維護是很重要的。
作為一個專業的紅酒進口商，不只是將酒進口到國內就算了事，進口的動作只是其中的一個環節，最重要是事前的規劃，也就是將前前後後營運的所有環節全部要連貫起來，如此在貨品進口以後才能順利銷售出去，達到營運獲利的目標。
本節所提之八點研究結論或許不是創新的理論，但是經個案分析的結果， 很多的企業之所以成功或失敗，往往都不知道成在何處或敗在何方，在時勢環境變遷之後，還沿用過去的經驗從事，因此往往雷聲大雨點小，最後只有收場一途； 本研究之發現希望能為紅酒進口商在起始之初就設定了一個明確的方向與檢查表，讓許多的事情能事先就思考透徹，如此才易於邁向成功的坦途。
關鍵字：營運策略、資源基礎論、市場區隔、目標市場、產品定位、行銷組合、客戶關係管理、紅酒、進口商、進口國、進口對象。
From the needs of wine increased in Taiwan area, many stores opened everywhere in the city, the importers wondered how they can sell better? What are the customers’ want? What wine has highly competition power? How is the market taste?
There are less studies of wine in local, the purpose of this study is to find out a win-win strategy that can be told as thinking logics and frames. This study is trying to figure out can importers make the right import strategies from the initial stage, that means the choose and setting of Target Markets, Products, Promotions, Marketing Mix and Pricing.
The questions of this study can be told as: Business Strategies of Red Wine Importers(including choose of import countries, wine varieties, pricing, promotion and place).This study analyze the specific target market of small sized firms or the beginners in Taiwan wine market, trying to get some key elements for the importers when doing import’s strategies;
The case study start from the import stage, how a small sized firm or beginner wants to enter into local market, what is the enter strategies, from where will be the best, use the frame setting in Chapter Three to check the rules of enter, use the Literature brought in Chapter two and cases interview to find some important key factors.
First, check the resources they have, check every faces of their import strategies, and see how the marketing mix fit or not, finally reconfirm is the performance meet with their strategies and marketing mix?
Case study is the main research method of this study, interview objects set as local importers in Taiwan, selection criteria is :(a)named firms, (b)import many different wines, (c)has own shop, (d)willing to accept our interview, (e)experience of internet sell.
We found eight points as a small sized Red Wine importers’ business strategies as following:
1.Professional knowledge is essential.
2.Language as communication tools, English is only the basic, others would be plus like French, Spanish, German, …
3.Funds are the most important.
4.Past experience in wine is good but not necessary, customer base will more helper in initial stage’s business running, products without quality will be a disaster.
5.Control and choose of import countries and objects is the key factor.
6.Accuracy of Target Market.
7.The smooth and correlation of the Marketing mix is high.
8.Customer Relationship Maintenance is important.
To be a professional wine importers not only import the wine into the country but also needs the pre-planning when import, that means every step of business need highly coherent with，then the goods can be sold easily and smoothly to make money as purposed.
This eight conclusions may not the first innovation, but it’s the analysis result of the real cases, most of the firms do not know the points where they success or failed, sometimes they use the old experiences as strategies and do not look at the now situation they faced, that’s why they lost the games; this study hope to use the eight basic elements that verified in the study to help the red wine importers from the very beginning, set them a right direction and a check list to help make things better.
Key Words: business strategy, resource based view(RBV), market segmentation, target market, positioning, marketing mix, customer relationship management(CRM), red wine, importers, import country, import objective. |
| Reference: | 一、中文：
林裕森，葡萄酒全書，台北：積木文化，民100年。
劉鉅堂，紅酒男人劉鉅堂14堂紅酒實用入門課，新北市：策馬入林文化事業有限公司，民100年。
凌碧鴻、邱振鎰，「台灣進口葡萄酒行銷通路選擇之影響因素分析」，農業經濟半年刊，75期，民93年6月。
葉怡蘭，「推薦序 誰能，為葡萄酒打分數」，葡萄酒教父羅伯．派克，民100年6月。
http://wiki.mablib.com MBA智庫百科，2011。
http://iiiedu.org.tw/knowledge/knowledge01.htm 資策會數位研究所姜智偉，2011。
http://www.nta.gov.tw財政部國庫署菸酒管理資訊網，各月別國產及進口葡萄酒數量表，2011。
http://www.nta.gov.tw財政部國庫署菸酒管理資訊網，進口菸酒生產國家別數量表，2011。
二、英文：
Barney,J.B.,”Organizational Culture:Can It Be a Source of Sustained Competitive Advantage?,” Academy of Management Review, Vol.11, No.3, 1986,pp.656-665.
Barney,J.B.,”Firm Resources and Sustained Competitive Advantage,” Journal of Management,Vol.17,No.1,1991,pp.99-120.
Grant,R.M.,”The Resource-Based Theory of Competitive Advantage： Implications for Strategy Formulation,”California Management Review,Vol.33,No.3,1991,pp.114-135.
O.I.V.,Structure of the World Vitivinicultural Industry in 2007, France, 2010.
Wernerfelt,B.,”The Resource-Based View of the Firm,”Strategic Management Journal,Vol.5,No.2,1984,pp.171-180.
Kotler Philip&, Kevin L. Keller,Marketing Management,Taiwan:Pearson Education Taiwan,2006.
Sarvary,Miklos,Marketing Management Text and Cases,NY:McGraw-Hill Companies,2007.
http://marketingteacher.com/lesson-store/lession-positioning.html, 2011.
www.netmba.com/marketing/mix/, 2011. |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
99932004
100 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0099932004 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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