跳到主要內容

簡易檢索 / 詳目顯示

回結果列表
研究生： 楊皓恩
Yang, Hao-Ann
論文名稱： 法國自然酒進口台灣的商業計畫
Business Plan for Importing French Natural Wines into Taiwan
指導教授： 徐愛恩
Stephanie Tsui
口試委員: 吳文傑
Wu, Jack
張景宏
Chang, Ching-Hung
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2025
畢業學年度： 114
語文別： 英文
論文頁數： 104
中文關鍵詞： 自然酒 、台灣市場 、進口策略 、財務報表
外文關鍵詞： Natural wine, Taiwan market, Import strategy, Financial feasibility
相關次數： 點閱：180  下載：0 
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報

    • 本論文以 Artisan Wine Collective 為品牌，提出一份法國自然酒進口台灣的完整商業計畫。此計畫旨在將小農生產、低干預釀造、強調風土特色的法國自然酒引進台灣市場，推廣真實且具工藝精神的葡萄酒文化。研究首先分析全球與台灣葡萄酒產業的發展趨勢，並聚焦於重視健康與生活品質、年齡層為 30 歲以上的消費族群。策略規劃部分採取 B2B 與 B2C 雙軌並行模式，初期以季節性精選酒款與精品酒商、酒吧合作為主，後期將拓展至教育活動與品牌體驗。財務可行性評估則透過進口成本、稅務結構與毛利預測進行分析，結果顯示在保守進口量下具可持續獲利潛力。本計畫旨在搭起法國工藝葡萄酒與台灣新興自然酒市場之間的橋樑。

    This thesis presents a comprehensive business plan for importing French natural wines into Taiwan under the brand Artisan Wine Collective. The project aims to introduce authentic, small-batch, low-intervention wines to the Taiwanese market, emphasizing terroir, craftsmanship, and sustainable production. The study begins with an analysis of global and Taiwanese wine industry trends, followed by market segmentation focusing on consumers aged 30 and above who value premium and health-conscious lifestyles. Strategic plans outline a hybrid B2B and B2C model, including seasonal selections, targeted partnerships with wine bars and boutique retailers, and educational events in later stages. Financial feasibility is evaluated through detailed cost structures, tax considerations, and projected margins, demonstrating sustainable profitability under conservative import volumes. This business plan provides a structured pathway to bridge French artisanal wine culture with Taiwan’s emerging natural wine market.

    1. FIRST SCREENING
    1.1 Strength of the business idea 5
    1.2 Industry-related issues 6
    1.3 Market –and customer-related issues 7
    1.4 Founder-related issues 8
    1.5 Financial issues 9
    1.6 Overall potential of the business idea 10

    2. FEASIBILITY ANALYSIS
    2.1 Introduction 11
    2.2 Concept statement 12
    2.3 Buying intentions survey 15
    2.4 Product/service feasibility 26
    2.5 Industry/target market feasibility 26
    2.6 Organizational feasibility 31
    2.7 Financial feasibility 34

    3. INDUSTRY ANALYSIS
    3.1 Industry definition 37
    3.2 Industry size, growth rate and sales projections 37
    3.3 Industry structure 37
    3.4 Nature of industry participants 38
    3.5 Operating and financial industry ratios 39
    3.6 Industry critical success factors 39
    3.7 Industry Trends 39
    3.8 Industry long-term prospects 44

    4. EXECUTIVE SUMMARY
    4.1 Introduction 45
    4.2 Company description 45
    4.3 Market analysis 45
    4.4 Marketing plan 45
    4.5 Management team and company (ownership) structure 45
    4.6 Operations plan 45
    4.7 Product/service development plan 45
    4.8 Financial projections 46
    4.9 4.9. Status and offering (funding sought) 46

    5. COMPANY DESCRIPTION
    5.1 Introduction 47
    5.2 Company history 47
    5.3 Mission statement 47
    5.4 Vision statement 47
    5.5 Company objectives 48
    5.6 Products and services 48
    5.7 Future products and services 48
    5.8 Current status 48
    5.9 Company legal structure 49

    6. MARKET ANALYSIS
    6.1 Market segmentation 50
    6.2 Target market selection 52
    6.3 Target market size 53
    6.4 Target market trends 53
    6.5 Buyer behavior 53
    6.6 Competitor analysis 55
    6.7 Estimate of annual sales and market share 58

    7. MARKETING PLAN
    7.1 Overall marketing strategy 60
    7.2 Pricing strategy 61
    7.3 Sales Process 62
    7.4 Promotions mix 64
    7.5 Distribution and sales 65
    7.6 Management team and key personnel 66
    7.7 Ownership structure and compensation 67

    8. OPERATIONS PLAN
    8.1 Operations model and procedures 69
    8.2 Business location 74
    8.3 Facilities and equipment 74
    8.4 Operations strategy and plans 75

    9. PRODUCT/SERVICE DEVELOPMENT PLAN
    9.1 Development status and tasks 76
    9.2 Challenges and risks 79
    9.3 Costs remaining (Quarterly) 80

    10. FINANCIAL STATEMENTS
    10.1 Sources and use of funds 82
    10.2 Assumptions sheet 83
    10.3 Ratio analysis 89
    10.4 Break-even analysis 90
    10.5 Scenario Forecasting 91

    11. DEVELOPMENT OUTLOOKS & EXIT STRATEGY 93
    12. REFERENCES 95
    13. APPENDIX A-Z 97

     6Wresearch (2022). Taiwan Wine Market Overview, 2022–2028. 6Wresearch. https://www.6wresearch.com/industry-report/taiwan-wine-market-2022-2028
     Asia Beverage Group (2023). Taiwan Wine Market Analysis. Asia Beverage Group. https://asiabeverage.group/taiwan-wine-market-analysis/
     Beverland, M. (2005). Crafting brand authenticity: The case of luxury wines. *Journal of Management Studies, 42(5)*, 1003–1029. https://doi.org/10.1111/j.1467-6486.2005.00530.x
     Buvons Nature Taiwan (2024). 24' 喝自然. Retrieved from https://www.buvonsnature-tw.com/24
     Buvons Nature Taiwan (2024). 24' 釀酒計畫. Retrieved from https://www.buvonsnature-tw.com/24project
     Buvons Nature Taiwan (2024). About Us. Retrieved from https://www.buvonsnature-tw.com/24-en
     CParty (2024, February 5). 2023 年臺灣葡萄酒進口概況：進口量下滑但進口值提升，2023 年總進口值創 5 年新高. Retrieved from https://cparty.com.tw/archives/70400
     Cellar.Asia (2021). Taiwan Wine Market Analysis: Growth Trends & Consumer Insights. Cellar.Asia. https://cellar.asia/wine/taiwan-wine-market-analysis/
     Cellar.Asia (2023). Taiwan’s Emerging Wine Culture: Tastings, Education, and Experience. Cellar.Asia. https://cellar.asia/blogs/news/taiwan-wine-culture
     Euromonitor International (2024). Wine in Taiwan. Euromonitor International. https://www.euromonitor.com/wine-in-taiwan/report
     Finmodelslab (2023). Wine Industry Trends 2023: Blockchain, Brand Storytelling & More. Finmodelslab. https://finmodelslab.com/blogs/news/wine-industry-trends-2023
     Formosa News (2024). Taiwan’s Red Wine Market Worth NT$100 Billion Annually. Formosa TV English News. https://english.ftvnews.com.tw/news/2024A15W07EA
     Holt, D. B. (2004). How brands become icons: The principles of cultural branding. Harvard Business Press.
     New Zealand Trade and Enterprise (2023). Taiwan Wine Market Snapshot. NZTE. https://my.nzte.govt.nz/tools-and-resources/taiwan-wine-market-overview
     Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors. Free Press.
     ReportLinker (2023). Taiwan Wine Market – Consumption Forecast. ReportLinker. https://www.reportlinker.com/clp/country/319/726283
     Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press.
     Statista (2023). Share of imported wine in Taiwan in 2023, by country of origin. Statista Research Department. https://www.statista.com/statistics/1269425/taiwan-market-share-of-imported-wine-by-producing-country/
     StrategyH (2024). Taiwan Alcoholic Beverage Market – Forecasts and Trends. StrategyH. https://www.strategyh.com/taiwan-alcohol-market-report
     StrategyHelix (2023). Taiwan Wine Market Report. StrategyHelix. https://store.strategyh.com/taiwan-wine-market
     Taiwan Tobacco and Liquor Corporation (2024). Annual Financial Report Summary. TTL. https://www.ttl.com.tw/web/TTL/EN/index.jsp
     Vino Joy News (2024). Heineken Expands Into Taiwan’s Non-Beer Alcohol Market. Vino Joy News. https://vino-joy.com/2024/12/10/heineken-expands-into-taiwans-non-beer-alcohol-market/
     Wikipedia contributors (2024, February 15). Wine in Taiwan. In Wikipedia. Retrieved from https://en.wikipedia.org/wiki/Wine_in_Taiwan
     Chang, H. S. (2011). The influence of health-related advertisement messages on consumer attitude and purchase intention. Journal of Business Research, 64(1), 32–39.
     Napolitano, F., Girolami, A., & Braghieri, A. (2010). Consumer liking and willingness to pay for high welfare animal-based products. Trends in Food Science & Technology, 21(11), 537–543.
     Perdue, B. C., & Summers, J. O. (1986). Checking the success of manipulations in marketing experiments. Journal of Marketing Research, 23(4), 317–326.
     Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469.
     Mitchell, V. W., & Walsh, G. (2004). Gender differences in German consumer decision-making styles. Journal of Consumer Behaviour, 3(4), 331–346

    無法下載圖示 此全文未授權公開
    QR CODE
    :::