本研究是以曾經在韓國生活過一段時間的體驗比較當生活在台灣現在的飲酒環境下,在台灣韓國燒酒文化的普遍程度遠不及同樣也是外國進口酒的日本燒灼,然而台灣與韓國社會結構重疊性高,產業結構類似,但同樣在韓國流行的燒酒文化卻無法深入台灣市場,總是在台灣特定場所或區域才有機會接觸到,本研究以在韓國燒酒在韓國受歡迎的角度探討身為台灣人的我在台灣社會不管是政治經濟或其他競爭因素下所設定的假設問題原因,進一步探討當在韓國新品種燒酒是否有機會引進台灣及其如何進一步的市場開拓與行銷內容之競爭策略,本研究也會探討台灣人喜好酒精類別的程度與行為模式討論,進而不論就現況台灣所流行的真露燒酒或樂天燒酒可以提出市場新型態行銷模式與商業模式建議,對新產品進入台灣市場可能會面臨的挑戰與因應方式,藉由此討論能瞭解國人在飲酒行為模式或習慣並且找出更合適國人的韓國燒酒飲用習慣方式,讓將來要導入新品牌的燒酒為借鏡。

This study is based on the experience of living in Korea for a period of time. Living in Taiwan's current drinking environment, the popularity of Korean soju culture in Taiwan is far less than that of Japanese soju, which is also imported from abroad. However, Taiwan and Korea have overlapping social structures. The soju culture, which is also popular in South Korea, cannot penetrate into the Taiwan market, and is always accessible only in specific places or regions in Taiwan. This study discusses the popularity of soju in South Korea from the perspective of the popularity of soju in South Korea. The reasons for the assumptions set by Taiwanese people in Taiwanese society, whether it is political economy or other competitive factors, further explore whether new varieties of soju in Korea have the opportunity to introduce Taiwan and how to further market development and marketing content of the competitive strategy, This study will also discuss the degree and behavioral patterns of Taiwanese people's preference for alcohol, and whether it is the current situation of Taiwan's popular Jinro soju or Lotte soju, it can propose new marketing models and business models in the market, and provide suggestions for new products entering the Taiwan market. The challenges and coping methods that may be faced. Through this discussion, we can understand the drinking behavior patterns or habits of Chinese people and find out more suitable Korean soju drinking habits, so that new brands of soju will be introduced in the future as a model.

摘要 II
ABSTRACT III
致謝詞 IV
目錄 V
圖目錄 VII
表目錄 VIII
第一章 緒論 1
1.1研究背景與動機 1
1.2 研究目的 13
1.3 研究流程與內容 13
第二章 文獻回顧 15
2.1 燒酒製程 15
2.2人們飲酒的原因 17
2.3商業模式 19
第三章 研究方法 22
3.1 問卷調查法與PROBIT分析法 22
3.2研究架構 22
3.3問卷設計與衡量 23
第四章 個案分析 30
4.1 個案分析研究 30
4.2 迴歸分析法 45
第五章 討論與建議 51
5.1 結論 51
5.2 研究限制 53
5.3 後續研究之建議 54
參考文獻 55
中文部分 55
英文部分 55
韓文部分 56
附錄:本研究調查問卷 57

中文部分
邱皓政（2006)，多層式模型分析導論。台北市：五南出版。
洪世章(2016)，創新六策。新北市：聯經出版事業股份有限公司。
洪世章(2021)，打造創新路經。新北市：聯經出版事業股份有限公司。
酒井隆(2004)，問卷設計、市場調查與統計分析實務入門。新北市：博誌文化股份有限公司。

英文部分
Cooper, M. L., Frone, M. R., Russell, M., & Mudar, P. (1995). Drinking to regulate positive and negative emotions: a motivational model of alcohol use. Journal of personality and social psychology, 69(5), 990.
Kim, J. (2016). The platform business model and business ecosystem: Quality management and revenue structures. European Planning Studies, 24(12), 2113-2132.
Moore, J. F. (2016). The death of competition: leadership and strategy in the age of business ecosystems. HarperCollins.
Tracy, B. (2004). The 7 Ps of marketing. Entrepreneur, May, 17.


韓文部分
安東鄉村學校鄉飲酒禮(1832) ，https://blog.naver.com/hyuni1121/221371865961
韓國水產農林部 (1995)， 고구마를 이용한 증류식 소주의 개발，농림수산부발행사항。과천 : 농림수산부。
韓國酒稅法第38條之7주세법 제38조의7 등 위헌제청(1971)，https://www.law.go.kr/LSW/detcInfoP.do?detcSeq=135400