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    Title: 影響進口酒銷售金額之因素研究
    The influencing factor study of sales amount on the imported wine and alcohol beverages
    Authors: 王孝倫
    Wang, Hsiao Lun
    Contributors: 鄭宇庭
    王孝倫
    Wang, Hsiao Lun
    Keywords: 
    威士忌
    集群分析
    相關分析
    Date: 2012
    Issue Date: 2013-09-02 16:10:02 (UTC+8)
    Abstract: 由於近年來進口洋酒類較十年前的銷售金額成長許多,如此現象的呈現,不僅反映國內經濟日趨繁榮,人民除了食衣住行以滿足之外,育樂的要求也逐漸提高,有關購買進口酒種的情況有日趨增加之情況,更反映國內對於酒的種類、口味及等級有逐漸增高之趨勢。有鑑於此,本研究擬針對威士忌進口酒2010年(8-10月份)至2012年(8-10月份)購買數量狀況的影響因子進行探討,故考慮國內進口酒的通路、口味及價格等級的變動趨勢,對上述幾項變數計算銷售金額及其變數間的關係。
    本研究導入探索性分析、相關分析及集群分析等方法,研究之變數包含各類酒種之前年至今年銷售金額、不同酒種的口味等級、不同酒種的價格等級、不同酒種的銷售通路等,彼此之間的關係。其研究結果顯示概區分為下列幾點:(1)酒種之口味、價格等級及銷售通路為影響酒種銷售金額之重要因子;(2)各種酒種會因口味及價格等級適合販售於各種通路,以符合購買者之特性;(3)酒種口味以Single Malt且價格等級較高者,較符合大眾喜好。
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    99932102
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0099932102
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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