珍珠奶茶的包裝型態對產品銷售之相關性分析 - 以W公司為例

Abstract

珍珠奶茶在台灣被視為一種具有濃厚文化底蘊的飲料，其發展可追溯自1980年代初期，從傳統路邊攤夜市的攤販開始販售，直至現今發展出各種口味和搭配的珍珠奶茶，滿足了不同消費者的口味需求，也在國際市場上取得了一定的影響力，成為了台灣文化的一個重要輸出。隨著消費者需求的多樣化，飲料市場中的包裝形式成為影響銷售的重要因素之一，本研究以W公司的珍珠奶茶包裝型態的包裝規格及營業額等銷售資料作為樣本資料，從製造生產珍珠奶茶廠商的面向，探討產品的包裝規格對銷售的影響，旨在探討珍珠奶茶的包裝型態對產品銷售之相關性。 本研究分析W公司2019年至2022年間不同規格的冷凍珍珠粉圓在不同渠道的銷售情況，通過對大、中、小三種包裝規格的訂單數量和銷售金額進行深入分析，試圖找出最適合W公司銷售模式的包裝規格。基於W公司內部銷售數據，本研究提出了針對不同市場定位和銷售模式的包裝規格建議，為公司未來的產品設計和市場營銷提供實證依據。

Bubble tea in Taiwan is regarded as a beverage with rich cultural connotations, with its development tracing back to the early 1980s. It began with vendors in traditional street night markets and has since evolved into various flavors and combinations to meet different consumer tastes. Additionally, it has gained significant influence in the international market, becoming an important cultural export of Taiwan. As consumer demand diversifies, packaging in the beverage market has become a crucial factor influencing sales. This study uses sales data, including packaging specifications and revenue, from Company W’s bubble tea products. It aims to explore the impact of packaging specifications on sales from the perspective of bubble tea manufacturers, examining the relationship between packaging types and product sales. This study analyzes the sales of different specifications of frozen tapioca pearls by Company W from 2019 to 2022 across various channels. By examining the order quantities and sales revenue of large, medium, and small packaging specifications, we aim to identify the packaging specification most suitable for Company W's sales model. Based on Company W's internal sales data, this study provides recommendations for packaging specifications tailored to different market positions and sales models, offering empirical evidence for the company's future product design and marketing strategies.