Please use this identifier to cite or link to this item: http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/94470
Title: 俄羅斯美食引進全新市場:俄羅斯黑魚子醬的市場引進策略
RUSSIAN GOURMET PRODUCT ENTERING A NEW MARKET: Market Entry Strategies for Russian Black Caviar
Authors: 蕭中強
Hsiao, Chung-Chiang
愛羅莎
Liubov Cheremisina
Keywords: black caviar
brand identity
consumer education
entry mode
food distribution
gourmet food
luxury
black caviar
brand identity
consumer education
entry mode
food distribution
gourmet
luxury
Issue Date: 2016
Abstract: The aim of this paper is to study the ways the new gourmet product enter the market. The purpose of this research is to investigate the existing barriers and challenges to the food distribution and acceptance for the new product on the market. Questions which are going to be answered in the study are: How can a new gourmet product enter the market? How the consumer can be educated in gourmet field? To answer these questions we have to discuss the ways of how to build a strong marketing and educational base for black caviar distribution in Taiwan. Empirical material for this study was concluded in 8 month period of field work in Taipei, Taiwan. It includes interviews, observations, study of written magazines and TV programs, specializing on gourmet food. Conducting the study on caviar production in Russia and distribution of this product abroad hopes to investigate the new angles on trade between Taiwan and Russia.
The aim of this paper is to study the ways the new gourmet product enter the market. The purposeof this research is to investigate the existing barriers and challenges to the food distribution and acceptance for the new product on the market. Questions which are going to be answered in the study are: How can a new gourmet product enter the market? How the consumer can be educated in gourmet field? To answer these questions we have to discuss the ways of how to build a strong marketing and educational base for black caviar distribution in Taiwan. Empirical material for this study was concluded in 8 month period of field work in Taipei, Taiwan. It includes interviews, observations, study of written magazines and TV programs, specializing on gourmet food. Conducting the study on caviar production in Russia and distribution of this product abroad hopes to investigate the new angles on trade between Taiwan and Russia.
URI: http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G060156019O%22.&%22.id.&
http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/94470
Other Identifiers: G060156019O
Appears in Collections:學位論文

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