以價值鏈分析臺灣本土及進口精釀啤酒市場發展比較之研究

Abstract

臺灣精釀啤酒市場已經達到一個穩定發展的階段，以現今臺灣精釀啤酒市場中，主要分成進口精釀啤酒以及本土酒廠精釀啤酒，各有各的支持者以及特殊配方，進口精釀啤酒主打國外名氣高，歷史悠久或是口味特殊的精釀酒廠；本土酒廠除基礎精釀啤酒類型外，也越來越多以在地風土為主題結合臺灣農產品作為精釀啤酒。本研究將探討臺灣精釀啤酒市場中，本土以及進口精釀啤酒分別就下面三方面進行討論在臺灣的營運模式，第一部分為比較本土以及進口精釀啤酒廠商競爭優勢及營運模式；第二部分為分析本土及進口精釀啤酒如何因應市場上的變化；第三部分為本土以及進口精釀啤酒在臺灣的未來的發展作為探討，此分析將瞭解本土酒廠及進口商對於未來產品在臺灣市場發展的建議及分析，研究者試圖以第三者的角度分析，為本研究建立完整的產業背景。本研究以「本土」及「進口」精釀啤酒在臺灣營運角度做分析，探討現今精釀啤酒營運者在臺灣所面臨到市場成長不如預期、營收衰退、法規限制、商業啤酒競爭、價格過高、及資金不足面臨倒閉的負面狀況下，透過在價值鏈理論分析，本土酒廠以及進口酒商皆認為通路為最重要的價值環節，在經營上則要持續不斷的變化以及找出自己獨特的風格來迎合快速轉變的市場及消費者。Taiwan's craft beer market was reached a stage of stable development. The current Taiwan craft beer market were mainly divided into imported craft beer and local brewery craft beer. Each has its own supporters and special formulas. Imported craft beer focus on foreign craft breweries with high reputation, long history or special taste. In addition to basic craft beer types, local breweries were increasingly taking local customs as the theme and combining Taiwanese terroir products as craft beer.This research was explored the Taiwanese craft beer market. Local and imported craft beer were discuss the followed three aspects of the business model in Taiwan. The first part was to compared the competitive advantages and business models of local and imported craft beer manufacturers; the second part was in order to analyze how local and imported craft beers respond to market changes; the third part was a discussion on the future development of local and imported craft beers in Taiwan. This analysis will be understood how local breweries and importers for development suggestions and analysis products future in the Taiwan market. The researchers tried to analyze from the perspective of a third party to establish a complete industrial background for this research.This study analyzes the operations of"local" and "imported" craft beer in Taiwan, and explores the market growth that today's craft beer operators face in Taiwan was not as expected, revenue decline, regulatory restrictions, industrial beer competition, and excessive prices. Under the negative situation of high and insufficient funds facing bankruptcy, through theoretical analysis of the value chain, both local breweries and importers believed that the sales channel were the most important on value chain. In terms of operation, they must continue to change and find their unique style to catered to the rapidly changing market and consumers.