查詢結果分析
來源資料
頁籤選單縮合
題 名 | 臺灣即飲咖啡產業之經營策略與市場結構分析=The Analysis of Managing Strategy and Market Structure on Instant Coffee Industries in Taiwan |
---|---|
作 者 | 黃淑蘭; | 書刊名 | 美和專校學報 |
卷 期 | 16 1998.06[民87.06] |
頁 次 | 頁143-156 |
分類號 | 481.7 |
關鍵詞 | 嗜好性飲料; 行銷; Preferable beverage; Marketing; |
語 文 | 中文(Chinese) |
中文摘要 | 咖啡為嗜好性飲料之一種,在國內其產品型式已快速地擴大中, 各飲料廠商為提 高其市場佔有率,無不使出各種策略。本研究依商品別、通路別及包裝別等構面探討市場特 性,收集即飲咖啡廠商之投資、銷售、行銷策略等相關資料,輔以電話及問卷調查所得成果 ,運用市場結構、廠商行為、營運績效之架構進行分析。 |
英文摘要 | Coffee is a preferable beverage. In Taiwan, different instant coffee products to meet consumer's demand are expanded quickly. Also, various managing strategies from the manufacturers are developed in order to retain and increase market share. This paper discusses the instant coffee market characteristics according to products differentiation, channels, and packaging. Besides, the investment, sales, marketing strategies of instant coffee manufacturers are collected and used for analysis bases on market structure, manufacturer's activities and performances. |
本系統中英文摘要資訊取自各篇刊載內容。