| 摘要: | 伏特加在俄羅斯的歷史與文化中，扮演了相當重要的角色，是最能代表俄羅斯的酒。俄羅斯人對於伏特加的偏好與大量消費是俄羅斯伏特加產業活躍發展的契機。然而，因原料易得、製酒技術進步之故，以及伏特加的普及度提高，使得非俄羅斯伏特加品牌在國際市場上如雨後春筍般冒出。眾多的品牌不僅加大了國際競爭的力度，也讓俄羅斯伏特加產業面臨更多的競爭者與挑戰。
本研究利用波特 (M. Porter) 在1990年所提出的國家競爭優勢 (Competitive advantage of nations)，又稱鑽石體系，來分析俄羅斯伏特加產業的國家競爭優勢。波特的理論指出生產因素、需求條件、相關與支援性產業、企業策略、結構與競爭，決定了一國的特定產業在競爭中能否勝出。在這四項要素之外，機會與政府也會影響產業的發展。研究結果發現，俄羅斯伏特加產業在生產因素、需求條件、與機會上的表現較為突出，在相關與支援性產業、企業策略與政府上的表現則有加強的空間。針對俄羅斯伏特加產業表現較弱的環節，本研究提出幾項可行建議：將同業結盟與置入性行銷做為企業策略的一部份、加強與機械製造、旅遊觀光與能源業等相關產業的連結。除此之外，政府也可以透過政策制定刺激俄羅斯伏特加產業的發展。
The reason that vodka is the most representative alcohol of Russia is because vodka plays an important role in Russian history and culture. Russians’ need for vodka is one of the keys that makes Russian vodka industry prosper. Because of the high technology of producing alcohol and dissemination of vodka, more and more non-Russian vodka brands emerge. Numerous vodka brands existing in the international market not only invoke keen competition, but make Russian vodka industry face more competitors and challenges.
The purpose of this thesis is to analyze the national competitive advantage of Russian vodka industry based on the competitive advantage of nations, also known as the Diamond model, brought up by Michael Porter in 1990. In Porter’s theory, the Diamond model includes four determinants: factor conditions, demand conditions, related or supporting industries, and firm strategy, structure, and rivalry. In addition, chance events and government action can influence the model’s operation. And the result of analysis shows that factor conditions, demand conditions, and chance events are well developed in this industry and the rest need to be improved. To complete the development of Russian vodka industry’s national competitive advantage, some applicable recommendations are given. First, consider integration of the same industries and product placement a part of enterprise strategy. Second, strengthen the connection with mechanical manufacturing, tourism, and energy industry. Besides, government can stimulate the growth of Russian vodka industry. |
