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題 名 | The Development and Future Prospect of Taiwan Non-Alcohol Beverage Industry=臺灣非酒精性飲料的發展和未來展望 |
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作 者 | 吳明敏; 黃琮琪; 范鋒明; 王素梅; | 書刊名 | 農產運銷論叢 |
卷 期 | 3 1998.03[民87.03] |
頁 次 | 頁227-240 |
分類號 | 481.7 |
關鍵詞 | 非酒精性飲料; 市場結構; 未來展望; Non-alcohol beverage; Market structure; Future development; |
語 文 | 英文(English) |
中文摘要 | 本研究之對象為已包裝的非酒精性飲料,包括茶飲、碳酸飲料、果汁飲料、咖啡 飲料、運動飲料、礦泉水、機能性飲料和其他飲料。首先,說明臺灣個別飲料的市場發展、 1996 年市場現況及 1997 年市場展望,並探討主要影響理由。 最後,分析未來市場展望及 較主要的行銷環境和市場發展策略。 預期飲料的市場仍會持續擴大,個別產品項目之成長有不同程度的波動。公元 2000 年以前 ,茶飲、碳酸飲料和果蔬汁仍將主導市場,而礦泉水、機能性飲料和咖啡飲料的成長率較為 顯著。4C、公共關係、市場區隔、產品多樣化、環境保護、國際合作以及相關公共政策,為 飲料產業的主要課題。 |
英文摘要 | This paper explains the historical market development, the 1996 maket situation and the 1997 market outlook and associated affecting factors of non-alcohol beverages in Taiwan. Products covered are tea drinks, cabornated drinks, fruit & vegetable juices, coffee drinks, sports drinks, mineral water, function drinks and other drinks. Market prospects and major marketing environments as well as market development strategies in the future are also analyzed. It is estimated that the total beverages market will grow while the specific sub-category beverages will have different fluctuated growth rates. By the year 2000, tea drinks, cabornated drinks, and fruit & vegetable juices will still be the focus of the market. Nevertheless, from the view point of the market growth rate, mineral water, function drinks and coffee drinks, in order are the leading groups. Beverage industry issues considered and developed of the beverage industry are mainly the 4C (consumer, cost, convenience, and communication), public relations, market segmentation, product diversification, environmental protection, international cooperation, and the related public policies. |
本系統中英文摘要資訊取自各篇刊載內容。