| dc.description.abstract | Since the abolition of the tobacco and alcohol monopoly system in 2002, Taiwan′s alcoholic beverage market has shown a continuous expansion trend. Over the past decade, the demand for alcoholic beverages has steadily increased, reflecting consumers′ preference for imported alcohol, which has led to a rising demand for imported alcoholic beverages. This, in turn, has stimulated a vibrant market for imported alcohol agents, with the number of firms growing annually. Consequently, the competition in the imported alcohol agency market has become increasingly intense. Agents need to move away from price competition strategies and find ways to distinguish themselves to ensure long-term competitive advantages. This study aims to explore how to stand out in the imported alcohol agency market and maintain a competitive edge.
The purpose of this study is to analyze the current state of the imported alcoholic beverage agency industry and to examine the business management and marketing strategies of a case company. By applying the SWOT analysis method proposed by Professor Albert Humphrey in the 1960s, this study analyzes the case company. The study adopts a qualitative approach, specifically the case study method, integrating interview data from senior executives of the case company and collected secondary data to discuss the business management and marketing strategies of the case company.
This study explores the imported alcoholic beverage agency industry, starting with the definition and history of alcoholic beverages and a review of the alcohol monopoly system. It then elaborates on the industry overview and analyzes imported alcoholic beverages, explaining the operational environment and strategies, marketing strategies, challenges faced, and countermeasures at various stages (initial, mid-term, and recent) of the case company′s development. Finally, the future strategies of the case company are discussed.
This study consolidates and summarizes the following conclusions: (1) An innovative channel strategy and maintaining long-term good customer relationships with distributors; (2) Maintaining good customer relationships has become the key to opening sales channels; (3) Customer-friendly promotional strategies have enhanced customer satisfaction and loyalty. The study provides the following recommendations: (1) Carefully manage the company′s cash flow; (2) Clearly define organizational responsibilities; (3) Establish a customer information system. Lastly, the study offers the following directions for future research: (1) It is recommended to use quantitative research to analyze the industry in the future to increase the objectivity and generalizability of the research; (2) It is suggested that future research expand the scope of study to include other related companies for comparative analysis; (3) Future research should continuously track the industry and conduct longitudinal studies. | en_US |