| Summary: | 碩士 === 國立中央大學 === 產業經濟研究所在職專班 === 101 === After Taiwan’s beer market opens foreign beers import to this locality, the well-known brands of United States, Europe and Japan gets into Taiwan’s beer market numerously. By the influence of beer diversification and merchandise globalization, Taiwan's beer market has been taking the immense impact of those imported foreign brands. Furthermore, the market share of imported beers rises continually year after year.
The subject of this article assumes that the beer price fluctuations will cause the variations for the market share of those imported foreign beer brands. Moreover, it supposes strategy analysis which consider the beer pricing and competitive behaviors.
Commodity pricing behavior is an important factor of all industrial structures. Price theory can not only be used to study the phenomenon of the market, but also can be used to analyze the decision-making behaviors and market structures. By the ROC Ministry of Economic Affairs Bureau of Foreign Trade AD 2007 to AD 2012 imported beer measured data, it shows that the price adjustments and pricing strategies between those imported foreign beers make the variations of the beer market share in the importing countries. However, besides the price factor, the impact of non-quantitative variables is still quite significant. In other words, the market share of imported foreign beers in Taiwan not only affects by the price factor but the causes of the beer taste, brand image, consumer experience, advertising, marketing and sales channels and so on. All of the above, these factors will also influence the purchase decisions of consumers for imported foreign beers.
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