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
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2016
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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.
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.
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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