Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/27724
標題: 優質酒品認證標誌之特徵價格研究 -以高粱酒為例
Hedonic Price of Alcohol Quality Certification Label- A study of Kaoliang Liquor Market in Taiwan
作者: 陳信字
Chen, Hsin-Tze
關鍵字: 優質酒類認證標誌;the Alcohol Quality Certification Label;酒品認證制度;高粱酒;中式白酒;特徵價格;特徵價格函數;隱含價格;the Alcohol Quality Certification System;Kaoliang Liquor;Chinese White Wine;Hedonic Price;Hedonic Price Function Implied Price
出版社: 應用經濟學系所
引用: 參考文獻 一、中文部分 (一)圖書 吳明隆,2008,「SPSS問卷統計分析實務」,台北市:五南圖書出版公司。 周恆剛,2000,「白酒生產技術指南」,北京市:中國輕工業出版社。 陳義方,2005,「台灣的酒」,新店市:遠足文化。 劉久年、劉仁驊,1992,「飲酒的科學」,台北市:渡假出版社。 錢思源,1994,「談酒集」,台北市:國家出版社。 謝建元、林志鈞,2006,「釀酒、葡萄酒與調酒實務」,台北縣:普林斯頓國際有限公司。 (二)期刊論文 李繼強,2004,談認證與驗證,品質月刊,40(2):85。 李文煥、黃炳文、楊育誠,2009,「台灣良質米特徵價格之研究」,農林學報,第58卷第3期,201-218。 李文煥,2007,「台灣良質米特徵價格之研究」,國立中興大學應用經濟學研究所碩士論文。 沈容如,2008,「我國現行菸酒管理制度問題之研究」,國立暨南大學公共行政與政策學系碩士論文。 吳永興,1996,驗證制度之建立,工業財產權與標準,43:115-117。 林志鈞、張德明、謝建元、李秉真,2006,「中式白酒成份、口感及消費者行為之分析」,人文暨社會科學期刊,第2卷第2期,25-35。 姚念周,2004,國內酒類產品現狀與發展,食品資訊雜誌,200,32-37 胡士文,1997,「特徵隱含價格及需求函數之推估-以台灣省肉類、魚介類為例」,台灣土地金融月刊,第34卷第4期。 倪致儒,2009,「金門酒廠包裝設計之研究」,國立雲林科技大學視覺傳達設計系碩士論文 陳麗竹,2006,「製酒業運用創新提升競爭力之探討」,國立中山大學人力資源管理研究所碩士在職專班碩士論文。 彭克仲、陳姿萍,2004,「台灣即飲咖啡特徵價格之研究」,農業經濟半年刊,第75期,83-112。 彭作奎,1992,「台灣嬰兒奶粉營養素含量與價格差異之研究」,農業經濟半年刊,第51期,19-77。 楊新怡,1998,「台灣雞蛋特徵價格之研究」,國立中興大學農業經濟學研究所碩士論文。 傅大煜,1998,「高度酒消費行為及行銷策略之研究-以金門高粱酒為例」銘傳大學管理科學研究所碩士論文。 蔡孟航,1997,「台灣乳品特徵價格之研究」,國立中興大學農業經濟學研究所碩士論文。 潘彥廷,2009,「民營化可行性之探討-以金門酒廠實業股份有限公司為例」,國立雲林科技大學會計系碩士論文 蘇昊鳴,2008,「消費者對台灣高粱酒禮盒包裝設計之偏好研究」,銘傳大學設計管理研究所碩士論文。 劉雅莉,2002,「特徵價格理論之應用-澳洲葡萄酒之分析」,國立中興大學行銷學系碩士論文。 (三)網路資源 台灣菸酒股份有限公司網站,http://www.ttl.com.tw/home/home.aspx 金門縣政府,http://www.kinmen.gov.tw/Layout/main_ch/ 金門酒廠實業股份有限公司,http://www.kkl.gov.tw/index.asp 品酒網,http://www.P9.com.tw/ 財政部國庫署菸酒管理資訊網,http://www.nta.gov.tw/dbmode93/ 財團法人台灣優良農產品發展協會網頁,http://www.cas.org.tw 酒訊雜誌,http://wine-spirits-digest.com/ 馬祖酒廠實業股份有限公司,http://www.matsuwine.com.tw/ 福祿壽酒廠,http://www.fortunebrewery.com.tw/about.htm (四)其他 財政部100年度私劣菸酒查緝會報會議資料 財政部99年度委託研究計畫期末報告,如何輔導我國酒品產業之研究 徐崇堯,2010,消費者對優質酒品認證之米酒的購買意願分析-以苗栗縣為例,苗栗縣政府99年度研究報告 二、西文部分 Becker, G., 1965, “A Theory on the Allocation of time.”Economic Journal, Vol.75,pp.493-517. Berndt, E.R. and M.S. Khaled, 1979, “Parametric Productivity Measurement and Choice Among Flexible Forms,” Journal of Political Economics.87:1220-1245. Box, G. E. P. and D. R. Cox, 1964, “An Analysis of Transformation.” Journal of the Royal Statistical Society. Series B, 26: 211-243. Combris, P., S. Lecocq, and M. Visser, 1997, “Estimation of a Hedonic Price Equation for Bordeaux Wine: Does Quality Matter?”The Economic Journal, Vol.107,pp.390-402. Combris, P., S. Lecocq, and M. Visser, 2000, “Estimation of a Hedonic Price Equation for Burgundy Wine: Does Quality Matter?”Applied Economics, Vol.32,pp.961-967. Court, A.T.,1939, “Hedonic Price Indexs with Automotive Examples” The Dynamics of Automobile Demand, PP.99-117. Halvorsen, R. and R. Palmquist, 1980, “The interpretation of dummy variables in semi-logarithmic equations.” The American Economic Review, 70, 474-75. Houthakker, H. S.,1952, “Compensated Changes in Quantities and Qualties Con-sumed.”Review of Economics Studies.19:155-164. Kennedy, P.E.,1981, “Estimation with Correctly Interpreted Dummy Variables in Se-milogarithmic Equations.”American Economic Review. 71:801. Kolter, P.,1991,“Marketing management: Analysis, planning, implementation and con-trol.(7th ed) ”. Englewood Cliffs, N.J.: Prentice-Hall. Ladd, G. and Suvannut, V.,1976“A Model of Consumer Goods Characteristics.” Amer-ican Journal of Agricultural Economics, Vol.58,pp.504-510. Lancaster, K. 1966“A New Approach to Consumer Theory.”Journal of Political Eco-nomics,Vol.74,pp.132-157. Benfratello, L., Piacenza, M. and Sacchetto, S.,2009 “ Taste or reputation :what drives market prices in the wine industry? Estimation of a hedonic model for Italian Pre-miun wines.”Applied Economics,41,2197-2209. Oczkowski, E., 1994, “A Hedonic Price Function for Australian Premium Table Wine.” Australian Journal of Agricultural Economics. Vol.38,pp.93-110. Rosen, S., 1974, Australian “ Hedonic Price and Implicit Markets:Product Differentia-tion in Pure Competition.”Journal of Political Ecomony, Vol.82,pp.34-55. Schutz, H.G., D.S. Judge and J. Gentry, 1986. “ The Importance of Nutrition Brand, Cost, and Sensory Attributes to Food Purchase and Consumption.”Food Technol-ogy. 40:79-82. Theil, H., 1971, “Principlies of Econometrics.” Ph.D dissertation, Nebraska-Lincoln University. Waugh, F. V., 1928, “Quality Factors Influencing Vegetable Price.”Journal of Farm Economics.10:185-196.
摘要: 
我國自2002年實施菸酒管理新制以後,造成民營業者競相投入市場,各式各樣酒品琳瑯滿目且價格混亂地充斥市面。在新制實施第一年,甚至發生民眾誤食「維若林」米酒事件,造成多人死傷的不幸事件。有鑑於此,財政部自2003年推行「優質酒品認證制度」,其強調經由政府認證酒品,具有優良品質概念,提供消費者選購之參考。為了解酒品認證標誌所隱含的市場價值,本研究以國產高粱酒為研究對象,而應用特徵價格分析法推估高粱酒各項特徵價格。
參考以往國內外特徵價格文獻,將高粱酒產品特徵區分為感官特徵、客觀特徵、酒品認證特徵及品牌特徵四大類。以通過認證及未認證之高粱酒製酒業者為調查對象,經蒐集市面酒品標示內容、實地參訪酒廠及相關專家,據以設計調查表,並取得研究實證資料。實證推估採用一般化Box-Cox 函數轉換,以受限制模型之雙對數函數作為實證分析函數型態,再以此型態使用最小平方法推估各變數之係數值及各項特徵之邊際隱含價格。
本研究所獲得結論概述如下:(一) 感官特徵方面,窖藏期長短為影響感官特徵之重要因素,窖藏期愈長,高粱酒的售價愈高。窖藏期3年以上、窖藏期1-3年者都比窖藏期為1年以下為高,每100毫升所提高的額外價值各約為53.58元、15.16元。(二) 客觀特徵以包裝方式採瓷瓶或外型精心設計影響價格較顯著,相較於一般玻璃瓶裝,每增加100毫升獲得價格溢價21.74元。(三) 酒品認證特徵提高酒品之附加價值,其邊際價格每100毫升,溢價達17.46元。(四) 品牌特徵方面,品牌經營以金門高粱最受民眾肯定,相對於一般民營酒廠,金門高粱每100毫升所提高額外價值約為37.90元最高,其次為馬祖酒廠之八八坑道系列25.91元,台灣菸酒公司-玉山系列品牌與福祿壽酒廠福牌系列經推估結果並不顯著。

Since we executed the new Tobacco and Alcohol Administration Act in 2002, plenty of private distilleries invest in such market continuously. There are a variety of alcoholic beverages sold in the market and the prices are really in a muddle. In the first year of the execution of the new Act, there was even a case with regard to people drank rice wine by mistake and many people are dead because of it. In view of this, the Ministry of Finance carried out the Alcohol Quality Certification System since 2003 which emphasizes that the alcoholic beverages certificated by the government are in good quality and this may be a choosing reference for consumers. In order to understand the implied market value of certification label of alcoholic beverages, this study takes do-mestic Kaoliang liquor as the object of study and the hedonic price analysis is con-ducted here to evaluate each hedonic price of Kaoliang liquor.
Refer to the domestic and international references of hedonic price, the product characteristics of Kaoliang liquor are divided into four categories, the sensory characte-ristics, objective characteristics, certificated characteristics of alcoholic quality and branding characteristics. Take the producers of Kaoliang liquor who have passed the certification and not passed the certification as the survey objects, to design a survey form and obtain the evidence-based information of study by collecting the labeling con-tent of alcoholic beverages of the market and interviewing wineries and relevant spe-cialists. The Box-Cox Transformation Function is conducted in evidence-based evalua-tion which takes the logarithmic function of restricted model as evidence to analyze the function model. And then further evaluate the coefficient value of each variable and marginal implied price of each characteristic by suing the least square method.
The conclusion of this study is as below: (1)For the sensory characteristics, the length of aging period is an important factor that will influence the sensory characteris-tics. The longer the aging period it is, the higher sale price of Kaoliang liquor it will be. The prices whose aging periods are above three years or during 1-3 years are higher than the price whose aging period is under 1 year. The increased additional value for every 100 ml NTD 53.58 and NTD 15.16. (2) For the objective characteristics, the packaging method with porcelain bottle or its design will influence the price significantly. When it compares to general glass bottle, the price premium of NTD 21.74 can be obtained for every increased 100 ml. (3) The additional value of alcoholic beverage is increased by the certification characteristics and the premium for every 100 ml is NTD 17.46. (4) For the branding characteristics, the Kinmen Kaoliang liquor is approved by most people. When it compares to general public distilleries, the increased additional price of Kinmen Kaoliang liquor is NTD 37.90 for every 100 ml. The next is Tunnel 88 from Majo distillery for NTD 25.91. The evaluated results of Yushan collection of Taiwan Tobacco and Liquor Corporation and Fortune series of Fortune Brewery International Co are not significant.
URI: http://hdl.handle.net/11455/27724
其他識別: U0005-3101201211031300
Appears in Collections:應用經濟學系

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