從品牌權益探討法國Bordeaux酒莊行銷策略;The Marketing Strategy Based on Brand Equity-An Empirical Study of Bordeaux

NCUIR > School of Management at National Central University > Executive Master of Business Administration > Electronic Thesis & Dissertation > Item 987654321/66787

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Title:	從品牌權益探討法國Bordeaux酒莊行銷策略;The Marketing Strategy Based on Brand Equity-An Empirical Study of Bordeaux
Authors:	葉玉菁;Yeh,Yu-ching
Contributors:	企業管理學系在職專班
Keywords:	品牌權益;行銷策略;波爾多;葡萄酒;brand equity;marketing strategy;Bordeaux;wine
Date:	2014-11-12
Issue Date:	2015-03-16 15:33:26 (UTC+8)
Publisher:	國立中央大學
Abstract:	現今葡萄酒文化中，葡萄酒除了可品嘗、佐餐與培養興趣之外，更可視為一種投資與收藏，故其附加之經濟效益如陳年的葡萄酒一般潛力無限。且因全球葡萄酒市場規模逐漸擴大，傳統舊世界葡萄酒產地如法國波爾多正面臨新興葡萄酒生產地積極地擴增其生產規模與出口市場，與全球氣候變遷造成產量上影響，使得酒莊在經營與鞏固市場行情更具挑戰。為了創造葡萄酒產區之品牌價值，品牌權益之建構與搭配有效之行銷策略，方能將其品牌價值發揮至最大化。本研究探討酒莊經營與品牌權益之相關，藉由資料蒐集與個案彙整方式，以個案對象- 法國波爾多葡萄酒莊對象探討分析其悠久歷史、得天獨厚之地理優勢、擇善固執的釀酒技術、政府列級規範，以及五大著名酒莊等特點與優勢之品牌權益建構，再依據品牌權益的架構來制定行銷策略進行深入探討。本研究指出當市場環境日漸競爭時，波爾多產區在產業之權威，除了其悠遠歷史、風土、品種、列級酒莊佔有優勢外，更由此地區發展出來的品牌權益造就其難以取代之市場地位。故其產區與酒莊需建構強而有力之品牌權益，以提升無形價值並有利於全球化品牌管理所推廣之行銷策略，讓波爾多產區鞏固葡萄酒市場競爭地位外，更能永續其品牌價值。;The study, with the case study of Bordeaux, examines the effect of brand equity on its marketing strategy. It is found that the importance and irreplaceability of Bordeaux is derived from the region′s competitive advantages such as long-standing history, varieties, and classification system. Theory of brand equity is adopted to discuss the marketing strategy of Bordeaux. Marketing strategies based on the brand equity ensure Bordeaux’s attaining its competitive edge in the global market. Suggestions for future research and managerial implications are thus discussed.
Appears in Collections:	[Executive Master of Business Administration] Electronic Thesis & Dissertation

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