趙義隆臺灣大學：國際企業學研究所龍本善Roncero-Mayor, LuisLuisRoncero-Mayor2007-11-282018-06-292007-11-282018-06-292006http://ntur.lib.ntu.edu.tw//handle/246246/60583在葡萄酒行業中，原產國文化、傳統以及葡萄酒知名度皆扮演著重要的角色。有人將葡萄酒視為地位的象徵，有人則將它歸類為藝術品。葡萄酒產業分為兩個不同的發展類型，［傳統葡萄酒生產國家］與［新興葡萄酒生產國家］。近來，葡萄酒市場有著相當的轉變，如今新興的生產國家逐漸地變成市場的龍頭。因為激烈的競爭，使得許多酒莊開始前往亞洲市場尋求新的商機。 本論文針對在臺灣的西班牙葡萄酒現況進行研究。本人以問卷的方式以了解臺灣的進口商與西班牙酒廠的夥伴關係。研究的重點為雙方合作關係的品質、溝通與信心在夥伴關係所扮演的角色，以及葡萄酒原產地的重要性。 研究結果顯示，當進口商與酒廠的溝通頻率越密集，對於雙方之間的合作關係也越有信心。同樣，信任程度越高，進口商對於葡萄酒未來的表現也給予正面的評價。相反的，與酒廠溝通頻率較低的進口商，對於葡萄酒未來的表現抱持著較不樂觀的態度。 至於葡萄酒原產地的影響，研究結果顯示，品牌知名度及原產地是兩個挑選葡萄酒的兩大主因。就問卷結果得知，進口商表示，西班牙葡萄酒的口感適合臺灣消費者，且進口葡萄酒時原產地是相當重要的因素。在生產葡萄酒國家中，消費者不將西班牙視為生產高品質葡萄酒的國家，因此，酒莊與葡萄酒相關機構須藉由宣傳活動來推廣西班牙葡萄酒。Culture, tradition and reputation are irrevocably intertwined with the wine market, a product that is for some a symbol of status, for others a piece of art. Dominance of the Old World producers now belongs to the past; New World producers seem to be now taking the lead and are seen competing with the Old World even in their own territory. This increasing competition has led many wineries to look for emerging markets in Asia. The current research is concerned with Spanish wines in Taiwan. A questionnaire was sent to all the importers of Spanish wines in this region, the representative market within the Greater China region that was chosen. The issues studied are the quality of the partnership between winery and importer, the influence of communication and trust on each member of the partnership and on the future expected performance of the winery, and the relevance of country of origin effect for the wine industry. Following our research framework it was found that a high frequency of communication between importer and winery influences positively the degree of trust between both parties and viceversa. Likewise, a high level of trust also indicates high degree of expectation towards future performance of the wines in the market. On the contrary, the group of importers that showed low frequency of communication with importers also indicated low values of trust on future growth and sales from Spanish wines. Results on country of origin indicate that both brand and region are two major factors when purchasing wine. There is no problem of suitability of Spanish wines tastes for local consumers, and importers consider country of origin as a relevant factor when importing wine. Spain is not regarded as a producer of quality wines, an image that has to be improved through promotions and events to reach the emerging market of consumers in the region.Table of Contents ABSTRACT i TABLE OF CONTENTS iii LIST OF TABLES vi LIST OF FIGURES viii CHAPTER 1 INTRODUCTION 1 1.1 RESEARCH BACKGROUND 1 1.1.1 Wine in Chinese civilization 2 1.1.2. Challenges in distributing wine to Greater China 4 1.2 WINE MARKET IN GREATER CHINA 6 1.2.1 Hong-Kong 6 1.2.2 Taiwan 8 1.2.3 Mainland China 11 1.3 RESEARCH OBJECTIVES 14 1.4 RESEARCH SCOPE 16 1.5 THE WINE INDUSTRY SUPPLY AND DISTRIBUTION PROCESS 16 CHAPTER 2 LITERATURE REVIEW 29 2.1 CHANNEL POWER 29 2.2 PARTNERSHIP 33 2.3 COMMUNICATION & TRUST . 36 2.4 COUNTRY OF ORIGIN EFFECT 42 2.4.1 Country of Origin implications 45 CHAPTER 3 RESEARCH METHODOLOGY 47 3.1. RESEARCH METHOD 47 3.2 OPERATING DEFINITION OF VARIABLES 49 3.2.1 Partnership Creation and Success 49 3.3 INTERVIEWS 55 3.3.1 Personal interviews 57 3.4 VARIABLES 58 3.4.1 Distributor Power 58 3.4.2 Influence Power 59 3.4.3 Supplier Power 60 3.4.4. Manifest Conflict 61 3.4.5 Latent Conflict 61 3.4.6 Conflict resolution 62 3.4.7 Country of Origin 62 3.4.8 Spanish winery performance 62 3.4.9 Wine demand 63 3.4.10 Relationship satisfaction 63 3.4.11 Product attributes 63 CHAPTER 4 RESULTS AND ANALYSIS 65 4.1 DISTRIBUTOR POWER 66 4.2 INFLUENCE POWER 70 4.2.1 Business Strategy 73 4.2.2 Promotion 74 4.2.3 Sales 75 4.3. SUPPLIER POWER 76 4.3.1 Sales Growth in 6 months 77 4.3.2 Gross profit growth within 3 years 79 4.3.3. Spanish wineries hard to replace 80 4.4 MANIFEST CONFLICT 82 4.4.1 Inventory and quantity of imports 83 4.4.2 Promotion and Wine Knowledge 84 4.4.3 Importer’s interaction with other Spanish wineries 86 4.5 LATENT CONFLICT 87 4.5.1 Inventory and quantity of imports 88 4.5.2 Promotion and wine knowledge 89 4.5.3 Importer’s interaction with other Spanish wineries 90 4.6 CONFLICT RESOLUTION 91 4.6.1 Discussions are often productive 93 4.6.2 Importer avoids discussion with wineries 94 4.6.3 Discussions often raise more issues 94 4.6.4 Discussing increase effectiveness in the relationship 95 4.7 COUNTRY OF ORIGIN EFFECT 96 4.7.1 Reasons for purchasing wine 97 4.7.2 Image of Spain as wine producing country 99 4.7.3 Customer nature and preferences 101 4.7.4 Quality & Price / Reputation 102 4.7.5 Reasons for Importing Spanish Wine 105 4.7.6 Importer’s customer preferences 107 4.7.7 Spanish winery performance 108 CHAPTER 5 CONCLUSIONS AND SUGGESTIONS. 111 5.1 CONCLUSION 111 5.2 FINAL RESULTS 114 5.3 SUGGESTIONS 116 5.3.1 Suggestions for wineries 116 5.3.2 Suggestions for importers 117 5.4 LIMITATIONS OF CURRENT RESEARCH 118 BIBLIOGRAPHY 119 APPENDIX 122 A. RESEARCH QUESTIONNAIRE AND COVER LETTER 122 B. CORRESPONDENCE WITH IMPORTERS 126 C. SUMMARY OF TABLES NOT INCLUDED IN ANALYSIS 128 D. SELECTION OF SPANISH WINES SOLD IN TAIWAN 131 E. PERSONAL INTERVIEWS 132635551 bytesapplication/pdfen-US通路力量衝突原產地影響西班牙葡萄酒channel powerconflictcountry of origin effectSpainwine[SDGs]SDG16thesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/60583/1/ntu-95-R93724087-1.pdf