A Research of Domestic Wine's Production and Marketing Strategy -- A Case Study of Rural Winery in Erlin

• Main Authors: Chao-Chun Chang, 張朝淳
• Other Authors: Ming-Fung Lin
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/f5tct6

碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 101 === Wine is the most common beverage all over the world; the cultivation area of raw materials is the widest, the alcohol content is moderate, and the acceptability is also the highest for people. Comparing with the other liquor, the positive comments are more than negative. For the past few years, wine is also highly thought of by medical community, they even called it “vascular scavenger” as well. With the related health issues are more popular, the global annual consumption is increasing year by year. No matter the climate, soil or water, here in Erlin, Changhua, it is rich in resources. The cultivation area of grapes is the widest in Taiwan, and the history of self-brewing by local farmers has been for almost 40 years. Later, the Erlin Farmers’ Association has a great success in coaching the farmers; they helped the farmers to apply for the legal wineries, and try hard to coach them such as seeds selecting, cultivation managing, aboard brewing skills recommending, wine tasting competition holding… and etc. They have done whatever they can do. Because of it, the density of legal rural wineries here in Erlin is the highest in Taiwan. And also, the quality of various products from Erlin is getting close to the international standard. This study is used by SWOT analysis and Five Forces analysis to analyze the products’ conditions, external opportunities and threats of the local winery industries, which are counseled by “Taiwan winery cellar service center.” And also having an interview with the winery industries those have been running successfully, and to collect various types of wine sales data from “Taiwan winery cellar service center” to prove the objectivity of the research and analysis.