天然酒市場品牌定位之研究-以尚賀酒廠為例

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题名:	天然酒市場品牌定位之研究-以尚賀酒廠為例 The Study on Brand Positioning of Natural Wine Market- Take Shanghe Winery as an Example
作者:	丁常賀 Ding, Chang-He
贡献者:	經營管理學系碩士在職專班
关键词:	天然製酒發展;品牌定位 Natural Wine Development;Brand Positioning
日期:	2019
上传时间:	2019-11-05 09:00:35 (UTC+0)
出版者:	亞洲大學
摘要:	酒不僅僅是一種嗜好性飲料，也和人類的文化緊密結合，中國古代的文人雅士，以酒為題寫下許多膾炙人口的作品，西方更把葡萄酒視為上帝的恩賜，甚至把白蘭地稱為生命之水。而現代人注重健康養生市場也開始興起對天然酒的重視，於是如何做出品牌定位提高市占率讓更多消費者可以認識與享用是此篇研究主題。品牌定位的成功與否，將決定產品、服務和商業模式可否長久運作，另外若配合完善的行銷策略則可以讓企業建立更有競爭力銷售模式以區隔其他競爭者，進而持續擴大銷售與市占率，達到生產者獲利且消費者支持的良好狀態。故品牌定位訂定的好與壞，關係著企業成長或是原地踏步、衰退等狀況。本研究先領入天然製酒發展，並簡介尚賀酒廠的釀酒技術與菌種培育研究。之後進入品牌定位理論的文獻整理，以質性方式(4P理論與SWOT)分析尚賀酒廠天然酒應如何在眾多的酒類品牌中，運用自身天然釀造的特性製造出養生健康的酒品凸顯品牌競爭力與市場定位之所在。 Wine is not only a hobby drink, but also closely integrated with human culture. Shi, writing a lot of popular works on the topic of wine, the West regards wine as a gift from God, even call the brandy the water of life. The brewing of wine can be traced back to 5,000 years ago, and the ale made from barley was found in the tombs of Egypt. As for the manufacture of wine in China, there are many sayings. For example, wine is picked from a monkey and placed in a tree hole. It is fermented in the middle, called monkey wine, or guided by the heavenly gods to the ancestors, made from glutinous rice. People continue to try, observe, and utilize the fermentation of various microorganisms found in nature, and through continuous improvement of human effort. The success of brand positioning will determine whether to destroy or create successful products, services and business models; the strategy can fully demonstrate the company's understanding and mastery of the internal and external environment. The good or bad brand positioning is related to the growth of the company or the situation of localization and recession. This research uses literature and qualitative analysis, the types of wine and how to use the existing rich agricultural resources for the development of natural wine production, using good technology, improving the quality of products, improving the positioning of natural wines in the market, and making the product series. It is the purpose of this paper to create a common product, process certification, and strengthen publicity and marketing.
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