| 摘要: | 本研究係針對台灣啤酒市場，以SWOT分析兩家主要的公司之優劣勢及機會威脅，然後探討其採用之競爭策略，並分析台灣菸酒公司及台灣海尼根分公司在通路策略及促銷活動策略，及比較活動獎勵及贈品之差異性。申言之，本研究之目的有：（1）進行SWOT分析，探討台灣啤酒及海尼根啤酒之優劣勢及機會威脅；（2）探討台灣啤酒及海尼根啤酒所採用之競爭策略；（3）比較台灣啤酒及海尼根在通路策略上之差異性；（4）比較台灣啤酒及海尼根在促銷活動策略上之差異性；（5）探討台灣啤酒及海尼根在通路上的促銷活動獎勵及贈品之差異性。透過文獻的探討、次級資料的分析及深入的訪談，本研究有一些重要的發現如下：1.在國內啤酒市場所運用的競爭策略上，台灣菸酒公司台啤系列採用成本領導及差異化策略；海尼根採用集中差異化策略及差異化策略。2. 台啤與海尼根在促銷活動策略差異性，海尼根行銷活動整年規劃完整，台啤較無規劃。海尼根促銷活動大多集中於夏季，台啤一年四季都有促銷活動。
This study focuses on the Taiwan beer market. Firstly, the SWOT Analysis is utilized for analysis of the strengths, weaknesses, opportunities and threats of the beer product manufactured by the two brewers; i.e., the Taiwan Tobacco and Liquor Corporation and Heineken Taiwan. Secondly, this study discusses the competition strategy adopted by the said two brewers. In addition, the channel strategy and promotion activity strategy of the two companies are also analyzed. Finally, this study compares and identifies the differences in the prize for promotion activities and the free gift offered by the two brewers. The major objectives of this study are as follows:(1) Conducting SWOT Analysis in order to discuss about the strengths, weaknesses, opportunities and threats of Taiwan Beer and Heineken Beer; (2) Discussing about the competition strategy of Taiwan Beer and Heineken Beer; (3) Comparing the differences in channel strategy adopted by Taiwan Beer and Heineken Beer; (4) Comparing the differences in promotion activity strategy adopted by Taiwan Beer and Heineken Beer and (5) Discussing about the differences in the prize for promotion activities which are held on Taiwan Beer and Heineken Beer’s channel, and the differences in the free gift offered by the two beers.
After reviewing lots of related articles, analyzing the secondary data, and inducting the in-depth interview, some important findings as below: 1. With respect to the competition strategy adopted in domestic beer market, Taiwan Tobacco and Liquor Corporation adopts cost leadership strategy and differentiation strategy, while Heineken adopts focus differentiation strategy and differentiation strategy.2. In regards to the differences of the promotion activities of Taiwan Beer and Heineken Beer, Heineken Beer owns a complete yearly promotion plan, Taiwan Beer lacks overall promotion plan. Besides, Heineken’s promotion activities concentrate in summer, while Taiwan Beer has promotion activities in each season. |
