日本清酒在臺灣經營策略探討

Abstract

透過過去文獻的回顧，整理出葡萄酒和清酒之間的差異和相關性，同時了解台灣主管機關對於酒類產品法令的演變，以及企業經營所面臨的內外環境因素。進一步進行與業者的深度訪談和討論，以瞭解業者實際經營的狀況和所面臨的挑戰。利用SWOT分析、PEST、五力競爭力分析的方式，進一步了解業者的現況。為了在經營清酒事業上做出改善調整，提出參考建議：首先，增加日本供應商的往來合作，以提高清酒的品質和多樣性。其次，提高業者本身的產品選擇能力，藉由培養優秀的專業人才，學習更多有關清酒的知識。此外，面對政府法令的變化，業者應掌握相關法規，並採取有效的應對措施。最後，透過推廣和宣傳，進一步推動日本清酒在台灣市場上的發展，提升消費者對清酒的認知和接受度。

Through a review of past literature, the differences and relationships between wine and sake were identified, and an understanding of the evolution of regulations on alcoholic beverages by Taiwan's governing authorities was gained. The internal and external environmental factors facing businesses were also examined through in-depth interviews and discussions with industry stakeholders. SWOT analysis, PEST, and Five Forces analysis were employed to gain further insights into the current state of the industry.

To improve the management of sake businesses, several recommendations were proposed: firstly, increasing collaboration with Japanese suppliers to enhance the quality and diversity of sake. Secondly, improving the industry's own product selection capability by cultivating exceptional professionals and gaining more knowledge about sake. Additionally, businesses should be aware of relevant regulations and take effective measures in response to changes in government laws. Finally, promoting and advertising sake more extensively will encourage the development of Japanese sake in the Taiwanese market and increase consumer awareness and acceptance of sake.