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這次的公司簡介對於兩家啤酒公司更詳細了,還有包含了一些行銷的介紹以及產品上的介紹
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Team4-Week3
1.
第四組 - 啤酒產業
組員: 9935006 陳俐雯 9935007 林怡伶 9935010 徐意茹
2.
產業介紹 EOLembrain 東方快線網絡市調,
2010 年 12 月「國人飲酒大調查」 葡萄酒類 (78%) 啤酒 (78%) 香檳 (72%)
3.
男性有 40% 最常喝「啤酒」
女生則是「葡萄酒類」 (30%) 及「氣泡酒類」 (26% )
4.
啤酒品牌 EOLembrain 東方快線網絡市調,
2009 年 7 月「台灣男性最愛暢飲哪個啤酒品牌?」
5.
年齡與啤酒品牌 資料來源:東方線上
2008 年 消費者平時會購買的啤酒品牌
6.
男性與常飲用啤酒品牌 EOLembrain 東方快線網絡市調,
2009 年 7 月「台灣男性最愛暢飲哪個啤酒品牌?」 台灣啤酒 金牌台灣啤酒 青島啤酒
7.
資料來源:本研究整理
8.
資料來源:台灣啤酒市場後進廠商經營策略與研究─以台灣青啤公司為例
9.
企業異同 ( 台灣
) 公司 / 特徵 台啤 青島 創立時間 1902 日據時代 2002 由大陸引進 行銷手法 形象年輕化 國外 : 國際化 國內 : 一家之酒 顧客群 年輕族群、女性市場 家庭 產品多樣化 多樣 中等 策略 針對不同市場,開發新口味 單一口味走台灣 2006 開發新品牌,增加市佔率 價格 32 32 通路 全台都能購買到,無獨家通路 全台都能購買到,無獨家通路 包裝 罐裝、瓶裝 罐裝、瓶裝
10.
企業異同
11.
企業異同 公司 /
特徵 台啤 青島 大陸市場 2009 台灣啤酒取得大陸註冊 1903 中國最早生產啤酒企業 國際化 2011 布局日本、美國、加拿大、阿根廷等全球行銷管道 德國和英國商人創立 1906 即已榮獲國際金獎殊榮 日本麥酒株式會社經營近 30 年 1991 評為中國啤酒業馳名商標 1978 進入世界最大啤酒生產國 價格 21.15 20 品牌策略 雙品牌 ( 高價、低價 ) 以消費者為中心的理念,高中低大市場全面占領策略 8.4% 大陸市佔率 低 高 經營策略 多角化經營 1996 設立國家級技術開發中心 開發出最受歡迎的幾十個口味,每年 4/10 啤酒提高質量紀念日 目標 搶占 1% 的市佔率 保持技術領先水平品質
12.
13.
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