The Study on Brand Image of Beer Industry in Kaohsiung Area

• Main Authors: Wu, Chi-Chou, 吳濟州
• Other Authors: Cheng, Chiu-Kuei
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/99250785218889179656

碩士 === 國立屏東科技大學 === 農企業管理系所 === 95 === After open tobacco and alcohol products open to import since 1987 in Taiwan, the domestic market of tobacco and alcohol products become competitive. The beer market are more competitive from 1995 to 2002, when Taiwan entering WTO. Because of there are too many beer brands, price, positioning, place of production, it leads different consumers. How to buy some brands of beer and how to make excellent brand image for consumers all are questions. Owing to brand image will concern with brand identity, brand positioning and marketing communication mix, we collect 353 effective samples and analyze with t-test, ANOVA, Regression in this study. Findings of this study are：There are significant differences in brand image of beer in Kaohsiung are, includes sex, age, occupation, level of education, income from brand image, brand identity, brand positioning, marketing communication mix sides. The beer industry have to enhance “brand identity”and “marketing communication mix”to advance brand image of beer industry in Kaohsiung area.