近五年來，臺灣進口葡萄酒市場結構的變化極劇。1997年紅酒熱潮曾使得臺灣進口葡萄酒市場達到最巔峰期，當年進口量高達33.8百萬公升，進口值為173百萬美元。然而，因國人對進口葡萄酒的消費需求成長仍屬有限，隨後逐年部分進口商降低其葡萄酒進口量，或降價促銷滯銷囤積葡萄酒，不僅打亂進口葡萄酒品質與價格的行銷秩序，同時亦造成整體進口葡萄酒市場結構的不穩定性。此外，面對加入WTO後，臺灣市場的開放與新制菸酒稅法的實施，均將對未來進口葡萄酒市場結構、廠商進口競爭與葡萄酒行銷策略產生另一波的衝擊影響。本研究主要目的在於探討目前臺灣進口葡萄酒市場的廠商結構、國外葡萄酒商進入臺灣市場的進入模式、以及影響進口商選擇進口葡萄酒行銷通路的權變因素。由實證結果得知，「葡萄酒產地國印象」、「葡萄酒產地國的推廣促銷」與「葡萄酒產地國的產品特性」被視為是影響國內進口商選擇其進口葡萄酒來源國的考量因素；而影響國內進口商選擇進口葡萄酒上游與下游通路的考量因素則與「業務經營能力」、「交易協調過程」、「經營信譽」與「公司經營策略」有關。

Market structure of imported wines in Taiwan has changed dramatically for the past 5 years. At the peak of the wine boom of 1997, wine imports in Taiwan reached its peak record, valued at US$ 173.1 million for a total of 33.8 million liters. However, due to the limited demand growth of domestic consumption for wine, foreign wines in Taiwan became oversupplied and Taiwanese wine importers worked to clear out their wines of inventory stocks. Wine imports have severely decreased in subsequent years, which induced the uncertainty of imported wine market. In accordance with the WTO accession aggrement, the openness of Tawianese market and the implementation of the Tobacco and Alcohol Tax Law (TATL) will induce further impact effects on the market structure of imported wines, import competition and marketing strategy of wine importing companies in Taiwan. The purpose of the study is to investigate the wine importing company structure, entry mode of foreign wine in the Taiwanese market, and the contingent factors influencing the marketing channels of imported wine. The empirical results show that image, promotion and attitude of wine of origin are contributing factors for wine importers to choose the origin source of their imported wines. The contingent factors influencing the choice of upstream and downstream marketing channels for imported wines include the capacity of business operation, procedure of trading transaction, business reputation, and company policy.