| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 100 === In Western, drinking grape wine has already become a kind of life habit. Recently, various medical research papers in eastern prove that drinking moderate grape wine can prevent cardiovascular disease, cancer, Alzheimer's disease, etc. Therefore, grape wine becomes health retaining wine. Because of the medical support and media publication, the health consuming mode of grape wine has deeply rooted in public’s heart. It expands the demand of grape wine. In 2006, a Japan comic about grape wine released. The author uses innovation metaphors to depict the characteristics of grape wine. It transforms the difficult jargon to simplify syntax. As a result, it leads the trend of grape wine in eastern world. On the other hand, due to the process of time, internet is everywhere. People can buy products in different ways. The popularity of physical store and virtual store is competitive. This research applies deeply interview those who have the experiences of purchasing grape wine and shopping on-line. Through the survey, we can understand the value and recognition structure behind different shopping channels. To completely understand consumer’s motivation about how they choose the shopping channels, the survey discovers and analyzes the consumer characteristics under the globalization; moreover, it evaluates consumer’s life experience, product characteristics, and purchase ways. The analysis result can be the marketing strategy reference of grape wine for dealers.
The research result reveals that the research of people who purchase grape wine from physical or virtual channels must be discuss with internet active evolution. Through the extensive strategy of competitive, integrate and complementary relations, we can fully understand the marketing meaning involving in physical and virtual channels.
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