Strawberry Beer of Marketing Strategy Research-A Case Study of Taiwan Limited Fruit Wine Co.,LTD

• Main Authors: SU, MEI-MEI, 蘇美妹
• Other Authors: TSAI, MEI-HUA
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/u4u33k

碩士 === 亞太創意技術學院 === 文化創意設計研究所 === 105 === There is a huge open public access in marketing of tobacco and liquor and abolish on government monopoly, therefore the wine making industry has nearly open up and develop since Taiwan has joined World Trade Organization in 2002. Also, non-governmental distillery was established and China beer was imported to Taiwan in the meantime. The research aims at marketing strategies of a case study of Taiwan Limited Fruit Wine Co., LTD. Due to non-governmental distillery has caused a competitive market and also the mode of marketing strategies could lead the survival to our company. We adopt qualitative study and interviewing as tools to collect information. The interviewing object includes Hsu, Han-Chung、Lin, Chien-Hsuan、Wu, Li-Chen、 Lu, Pei-Yu、Huang, Sheng-Chiuan. There are nine interviewing times from Jan, 2016 to Sep, 2016. After interviewing, type with the record to encode from concept to category, and then apply with grounded theory to compile, analyze, and conclude information. Also get the results with SWOT analysis and cross analysis. The result of this research shows that Taiwan Limited Fruit Wine Co., LTD should persist in going based on strawberry without agricultural fertilizer to health quide and quick turnover to break through brand marketing internationally. Also, combine strategic alliance from different business fields with cultural related industry could enhance the sales. This research is looking forward providing Marketing Strategies of A Case Study of Taiwan Limited Fruit Wine Co., LTD as a reference resource to related industry.