優質酒品認證標誌之特徵價格研究－以高粱酒為例

Price Premium for Alcohol Quality Certification Label- A Study for Kaoliang Liquor in Taiwan

10.3966/054696002019120106006

陳信字(Hsin-Tzu Chen)；楊育誠(Yu-Chen Yang)

優質酒類認證標誌 ； 價格溢酬 ； 特徵價格 ； Alcohol Quality Certification Label ； Price Premium ； Hedonic Pricing Method

應用經濟論叢

106期（2019 / 12 / 01）

181-208 - 205

繁體中文

財政部自2003年起推行「優質酒品認證制度」，促使酒類產業的品質向上提升，優質酒品認證標誌是否對認證廠商帶來正面的效益，即帶來價格溢酬乃是重要之議題。本研究應用特徵價格法推估高粱酒各項特徵的價格，進而了解消費者對各項特徵的重視程度，將酒品依感官特徵、客觀特徵、酒品認證特徵、品牌特徵區分為四類，實證採Box-Cox轉換，來判定高粱酒之特徵價格。本研究結果如下：（一）窖藏期長短為影響感官特徵之重要因素，窖藏期愈長，高粱酒的售價愈高。窖藏期3年以上、窖藏期1-3年者都比窖藏期為1年以下為高，每100毫升所提高的額外價值各約為39.13元、5.9元。國際酒類評鑑會比賽獲獎特徵，每增加100毫升溢價僅為2.983元，惟影響並不顯著。（二）客觀特徵以包裝方式採瓷瓶或外型精心設計影響較顯著，每增加100毫升獲得價格溢價27.89元。（三）品牌經營以金門高粱最受民眾肯定，金門高粱每100毫升所提高額外價值約為27.830元最高，其次為馬祖酒廠之兪兪坑道系列19.719元，台灣菸酒八司-玉山系列品牌與福祿壽八司福牌系列經推估結果並不顯著。（四）酒品認證能提高酒品的附加價值，對未取得認證標誌之酒品而言，其邊際價格每100毫升，溢價達10.721元，以一般容量600毫升的酒瓶而言，即可提高約64.33元的附加價值。

Since the promulgation of new Tobacco and Alcohol Administration Act in 2002, there are many private distilleries participated in alcohol industry. In order to improve the quality of alcoholic beverage, alcohol quality certification in Taiwan was implemented. This study used hedonic pricing method to investigate the price premium of alcohol quality certification for kaoliang liquor in Taiwan. By using box-cox transformation, we determine the pricing equation of kaoliang liquor. Our empirical results showed that the price premium for alcohol quality certification system is 10.72 NTD per 100 ml. In addition, price premiums for attributes of storage periods more than 3 years and between one and three years are 31.13 NTD and 5.9 NTD per 100 ml respectively. The attribute of package design has price premium 27.83 NTD. Finally, the results indicated that there are price premiums for brand names.

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