啤酒消費分析-以L餐廳為例

Abstract

精釀啤酒在台灣的發展已經具備相當的規模，2002年台灣加入世界貿易組織後，開始開放民間釀酒，至今已經邁入第20個年頭。這20年來精釀啤酒在釀造技術上已更趨成熟，除了單純的在各種通路賣場販售酒類商品之外，以餐搭酒型態的小型或單店型態的餐酒館也如雨後春筍般展露在市場，在台灣各地提供消費者不同的選擇。精釀啤酒跟商業啤酒有一個最顯著的差異點，就是在保質期的長短。原因是精釀啤酒一般不經過過濾及低溫殺菌，所以含豐富的健康化合物，可以說是天然健康的含酒精飲料。但因為保存時間短，如何有效地搭配餐飲，來做組合式的行銷吸引消費就蔚為重要。本研究以L餐廳為例，將餐廳販售的餐食類別與精釀啤酒搭配的點餐組合，利用店內銷售數據的關聯規則，採用迴歸分析方法，以科學的數據分析，對於餐食的類別與酒的互補關係做研究分析，以期餐廳在食材準備及精釀啤酒上做到最合宜的生產及庫存管控。依此模式，來輔助評估餐廳與酒廠的食材、原料、加工等管理，以期在品質維持的條件下，能夠降低整體營運成本，創造更多的利潤。更可以依本研究方法及結果，作為展店餐食種類與精釀啤酒搭配的重要依據。The Craft beer has reached a considerable scale in Taiwan. Taiwan began to open up private brewing after joining the World Trade Organization in 2002. In the past 20 years, craft beer has become more mature in brewing technology. In addition to selling alcoholic products in various channel stores, small or single-store restaurants with meals and wine have also sprung up in the market, providing consumers with different choices throughout Taiwan.The Craft Beer, a natural and healthy alcoholic beverage it’s rich in healthy compounds. However, because of the short storage time, it is very important to effectively combine food and beverages for combined marketing to attract consumption.Taking L restaurant as an example, this study combines the food categories sold in the restaurant with the ordering combination of craft beer, using the association rules analysis of the in-store sales data, using the regression analysis method, and scientific data analysis. Research and analyze the complementary relationship between the category of meals and wine, in order to achieve the most appropriate production and inventory control of the restaurant in the preparation of ingredients and craft beer.This model is used to assist in evaluating the management of ingredients, raw materials, and processing in restaurants and wineries, with a view to reducing overall operating costs and creating more profits while maintaining quality. It can also be used as an important basis for the combination of food types and craft beer in the exhibition store according to the research methods and results.