| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 97 === Since the government allowed imported beers to enter Taiwan on Jan 1st 1987, the beer and wine market became very competitive. Taiwan joined World Trade Organization(WTO) in 2002 which allows China beers to enter the market. Beer market changes rapidly. In theory, product life cycle consists of 4 stages; initial, growth, mature and decline stages; however in beer market, brands often starts with growth stage and enter to decline stage immediately. By interviewing the 4 beer industry entrepreneurs, this research intends to discover the key in decision-making process, and explains the characteristics of Taiwan beer market. The research findings are discussed in 3 major aspects 1) how to successfully enter the beer market 2) factors relating to the decrease in sales volume 3) strategy for growth. We discover how to succeed in this market(Product strategy, advertisement, marketing, marketing resources, word of mouth, marketing channels). We also understand what cause the product decline(Market supply and demand conflict, agency conflict, astray growth strategy and market self-organization, channel profit decreases, right of management transformation). We wish to provide decision-makers in beer industry a reference in the future(brand management, long and short term strategy application, channel profit, marketing resources allocation, product life cycle).
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