本研究透過相關文獻探討，首先分析產品生命週期與行銷組合策略，接下來回顧調合式氣泡酒的現狀與發展，彙整出「冰火」產品生命週期各階段的行銷組合策略，並以市占率的角度，探討如何運用產品生命週期模式，擬定行銷組合策略，提高占有率，讓廠商的利潤最大化之參考。
理解產業環境之基本特性，將蒐集所得之資料加以分析、比對，得到重要結論如下：
一、 個案冰火的產品生命週期曲線與文獻呈現的產品生命週期曲線相同。
二、 產品導入期：個案冰火的產品、價格及推廣等策略與文獻比較結果無差異，個案廠商通路策略是全面鋪貨，利用原既有通路廣泛鋪貨，以取得先發品牌的優勢，與文獻通路策略的選擇通路有所不同。
三、 產品成長期：競爭者數量達到高峰，產品零售價格接受市場的挑戰，廠商的推廣策略是努力擴大消費族群，產品策略是進行產品改良，以上幾點與文獻所述相同。但在通路策略以選擇通路為主要策略，且積極的淘汰銷售不佳的通路與文獻中表示擴張通路產生不同結論。
四、 產品成熟期：產品、推廣等策略與文獻比較結果並無不同，差異部分在價格策略。差異原因是原、物料的持續上漲，造成生產成本提高，加上通路要求銷售毛利也在攀升，雙重壓力之下，造成零售價格並未因市場競爭激烈產生降價，此與文獻的價格策略降低零售價有所不同。另外廠商通路策略是要維持既有通路，使產品能繼續在超商通路上銷售，廠商積極對消費者作促銷，期望產品能維持高市占率和高產品週轉率，與文獻中表示要搭配一些獎勵措施給通路，使通路產生偏好度有所差別。
五、 產品衰退期：產品策略和價格策略與文獻比較結果並無太大的差別，但個案廠商因配合產品成長擴大產能，現在如採用文獻通路策略，將產品急速退出市場，廠商將背負著閒置的產能和人事開銷，形成了退出障礙。所以在推廣策略方面，是維持銷售量或是減緩銷售量下跌的幅度，同時積極尋找替代品以填補失去的產能。廠商的通路策略是配合維持產能提高銷售量，不得不增加除了便利超商之外，以便宜為號召的量販店和超市等新通路，因而造成實質零售價格下滑，與文獻表示的縮減通路和維持零售價格結果不同。

The purpose of this study is to analyze the stages of the product life cycle (PLC) and the different marketing mix strategies in each stage of the cycle based on related studies, to understand the status and trend of the relation to blended sparkling wines industry, then to compare them to those of Ice Fire Vodka’s marketing mix strategies in the different stages of the PLC. Based on the market share perspective, it will then discuss how to utilize the PLC model to formulate a suitable marketing mix in order to increase marketing share and to maximize profit for the company.
Through the overview of the industry environment, the following conclusions were found by gathering and comparing the information collected:
1. Ice Fire’s PLC arc follows the arc as discussed in previous studies of PLC.
2. Market Introduction Stage: There is no significant difference between Ice Fire’s product, price, and promotional strategies as compared to previous studies. However, the company’s channel strategy was to distribute the product as widely as possible into different forms of distribution channel, and to use the current channels to establish the image as the first brand in the market. This strategy was different from the channel strategy of previous studies.
3. Growth Stage: As the number of competitors increased and began to challenge the price of the product, the company’s promotional and product strategies were to expand its appeal to different segments, and to modify and improve the product, which is the same as those suggested in previous studies of PLC. However with its channel strategy, its main focus was in channel selection, where underperforming distributors and channels were eliminated, which is different from the expansion strategy of previous studies.
4. Maturity Stage: In terms of product and promotional strategies they are the same as previous studies on PLC. The difference was found in Ice Fire’s pricing strategy, due to increasing raw material and production cost, and the channels’ demand for higher margins. As a result Ice Fire was not able to lower its retail price despite intense competition. This was different from the suggestion of previous studies where the price was lowered during the maturity stage. In terms of channel strategies, Ice Fire’s approach was to maintain existing channels, so that it will continue to be available in convenient stores, and actively conduct promotions in order to maintain its high market share and rapid turn-over. This was slightly different from other studies where reward incentives were provided to distributors to create channel favorability.
5. Decline Stage: There is no significant different in product and pricing strategy with other studies; however, in order to cope with increasing demand and production expansion, if Ice Fire follows the channel strategies suggested in other studies and rapidly withdraws from the market, it will face the burden from excess capacity and labor expense. This could become an exit barrier for the company. Hence, in terms of promotional strategy, Fire Ice maintained its sales or delayed the decline in sales, and actively searched for replacements to fill in for the excess capacity. In terms of channel strategy, Ice Fire increased its reach in order to match a greater production capacity. Ice Fire had to increase its reach into new channels like supermarkets and superstores that offered cheaper prices for consumers. This led to a fall in retail price, and was different from other studies that suggested a reduction in distribution channels and no change in retail price.

一、中文部分：
1. 方世榮譯(2003)，Kotler, P著，「行銷管理學」，東華書局。
2. 方世榮(2004)，「行銷學」，三民書局。
3. 方世榮(2004)，「製造部門角色對製造策略的影響」，國立台灣大學商學院博士論文。
4. 洪賢智(2001)，「廣告原理與實務」，五南書局。。
5. 何威杰(2006)，「從產品生命的衰退探討產品價值延展與創新之研究」，國立成功大學工業設計研究所碩士論文。
6. 吳冠昌(2007)，「後進地區國家技術產品生命週期與產品替代議題之探討-以台灣光碟機產業為研究對象」，國立成功大學企業管理學系碩士論文。
7. 吳青松 (1998)，現代行銷學，智勝文化。
8. 呂百倉 (2008)，「消費者互動行銷策略之探討－－以「冰火」包裝設計為例」，國立交通大學高階主管管理學程碩士班碩士論文。
9. 周文賢 (2002)，「行銷管理-市場分析與策略規劃」，華泰文化。
10. 周政德 (2002)，「國際產品生命週期之探索性研究」，國立成功大學企業管理研究所碩士論文。
11. 周傳能 (1999)，「台灣果蔬汁飲料工會1999年刊」，飲料工業現狀及發展，台北，頁19-29。
12. 尚榮安譯 (2001)，Yin, R.K.著，「個案研究」，弘智文化。
13. 林永銘 (2006)，「調合式氣泡酒的消費行為之研究」，元智大學管理研究所碩士論文。
14. 林伯岳 (2001)，「優酪乳消費者行為之研究-以台中地區居民為例」，東海大學企業管理研究所碩士論文。
15. 林欽榮 (2004)，「組織理論與管理」，揚智文化。
16. 林郁文（2003），「以產品生命週期為基儲之多世代產品競爭主動式雙贏定價策略」，東海大學工業工程與經營管理資訊研究所碩士論文。

17. 林隆儀譯（2006），Walker ＆ Mullins ＆ Boyd ＆Jean-Claude著，「行銷策略管理」，五南書局。
18. 邱慧俐 (2004)。雲林縣國民中學學校行銷策略認知與現況之調查研究。國立嘉義大學國民教育研究所碩士論文。
19. 黃俊英 (2001)，行銷學的世界，台北，天下遠見。
20. 黃俊英 (2004)，《行銷管理─策略性的觀點》，華泰文化。
21. 黃俊英 (2007)， 行銷學原理,華泰文化。
22. 莊雲斌 (2003)，「認識調和式即飲 RTD」，酒客雜誌，第130期，頁10。
23. 莊雲斌 (2004)，「2004年台灣 RTD市場特別報導」，酒客雜誌，第139期，頁12。
24. 劉璁翰(2002)，「企業導入ERP」系統階段性關鍵成功因素之研究」，國立台灣科技大學生產系統工程與管理研究所碩士論文。
25. 蔡明芬 (2007)，「國民小學校長學校行銷組合策略運用與學校效能之研究」，國立中正大學教育學研究所碩士論文。
26. 彭曉瑩 (2000)。師範校院教育行銷現況困境及發展策略之研究。國立臺南師範學院國民教育研究所碩士論文。
27. 嚴文巧 (2003)，「產品生命週期之決策模式研究」，國立成功大學企業管理研究所碩士論文。

二、英文部分：
1. American Marketing Associastion. Marketing definition: Blissary if marketing term(Chicago, IL: American Marketing Associastion, 1960 and 1985).
2. Auster,E.R.(1991),”The Relation of Industry Evolution to Patterns of Technological Linkages, Joaint Venture, and Direct Investment, between U.S.And Japan” Unpublished Paper, The Amas Tuck School of Business Adminstration, Dartouth College.
3. Bucklin, Louis P. (1966), “A Theory of Distribution Channel Structure”, Institude of Business and Economic Research, University of California, Berkeley.
4. Chi T. and Liu J. ,2001. “Product life cycle, and market entry and exit decisions underuncertainty” ,
5. Cravens,D..W.(1997),”Strategic Marketing,The Mcgraw-Hill Charles.Schorre”.
6. Creswell, J. W. (1998),” Qualitative inquiry and research design: Choosing among five traditions”.
7. Dean, J.(1950),“Pricing policies for new products” Harvard Business Review, 28(6),pp.45-53.
8. Hill,T,(1989),Manufacturing Strategy:”Text and Case Homewood”;Lrwin,R.D..
9. Gabor A and Granger Cwj.,(1964),” Price sensitivity of the consumer. J. advtsg Res”., 4 (4), 40 ~. 294 Omega, Vol. 1, No. 3
10. Faxall, G. R.(1981), Strategic Marketing Management, London, Croom Helm,.Harrell, S. G. and Taylor, E. D., 1981,“Modeling the product life cycle for consumerdurables” Journal of Marketing,45,pp.68-75.
11. Hills, G. E. and LaForge, R. W. (1992), “Research at the Marketing Interface to Advance Entrepreneurship Theory,” Entrepreneurship: Theory and Practice, Vol. 16, Iss. 3, pp. 35-59
12. Hardy Kenneth G. and Allan J. Magrate, (1988), ”Marketing Channel Managament,” Strategic Planning and Tactics.Illinois:Scott.Foresman Marketting. American Marketing Association. Chicago
13. Jain, S. C. (1985), ”Marking Planning and Strateg”.Cincinnati,Ohio:South Western Publishing company.
14. Jain, K. D. and C. Subhash (1990), Marketing Planning and Strategy, 3rd ed., Cincinati: Ohio Press.
15. Kotler, P. and Armstrong, G. (2000),” Marketing Management: Analysis, Planning, Implementation and Control,” 8th edn., Englewood Cliffs. NJ., Prentice-Hall。
16. Keller, K.L. (1993), “Conceptualizing, measuring, and managing customerbasedbrand equity”, Journal of Marketing, Vol. 57, January, pp. 1-22
17. Kolter, P.,(1991),Marketing Management: Analysis, Planning, Implementation and Control. 7th ed, Prentice-Hall, Englewood Cliffs.
18. Kolter,P,(1994),”Marketing Management :Analysis ,Planning , mplmentation and Control”, Prentice-Hall, Inc., 7th Ed.
19. Kotler,P.,(1999), Markting Management:Analysis, planning,Implementation, and Control,10th ed., Prentice Hall International,Inc.institution (2nd ed.).Englewood Cliffs, NJ: Prentice Hall.
20. Kotler,P & Armstrong, G. (2000), "Marketing: An Introduction ", 5th ed., Prentice Hall, New-Jersey.
21. Kotler, P. ,(2004),”Marketing insights from A to Z: 80 concepts every manager needs to know”. New York: John Wiley & Sons.
22. Keller,K.L.,(1993),“Conceptualizing,Measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing, Vol. 57, January 1993, pp.1-22
23. Levitt, T.（1965）,“Exploit the product life cycle” Harvard Business Review,43,pp.81-94.
24. Lawn, J.（2004）,“Promotion: The Battle For Your Customer's Mind.＂Food Management ,39(13)：6
25. Newnlan,W,H,(1976),Strategy Polyci and Central Management,7thed South western Publishing.
26. Onkvisit, S. and Shaw J.J.（1989）,”Product life cycles and product management”, Quorum,New York.
27. Polli, R.（1968）," A test of the classical product life cycle by means of actual sales historiesPH.D dissertation, university of Pennsylvan-ia.
28. Polli, R. and Cook, V.,(1969),“Validity of the product life cycle ” Journal of Business,4,pp.385-400.
29. Rink, D.R. and Swan, J.E.（1979）,“Product life cycle research：a literature review”Journal of Business Research, 78(September),pp.219-242.
30. Rink, D.R. and Swan, J.E.（1982）,“Fitting marketing strategy to varying product lifecycle” Business Horizon,pp.72-76.
31. Sanchez,R.,(1995), ”Strategic Flexibility in Product Competition”, Strategic Management Journal,16, pp.135-159
32. Stern And El-Ansary. (1992), “Marketing Channel”(4th ed.). Englewood Cliffs, N. J.: Prentice-hall.
33. Samallwook,John E,(1793),”The product of life cycle ：A key to Strategic Marketing planning,”Journal Business, vo142,pp.385-400。
34. Shimp,T,A,（1986）,Promotion Management & Marketing Communication, 3th, The Dryden press.
35. Tellis, G.J. and Grawford, C.M.(1981),“ An evolutionary approach to produc t growt htheory” Journal of Marketing, pp.125-134.
36. Yin,R. K. (1994),” Case Study Research: Design and Method”, 2nd ed., CA: Sage.

三、網站及法規部分：
1. 台灣區飲料工業同業公會：http://www.bia.org.tw/style/content/CN-02a/about.asp?lang=1&customer_id=1135&name_id=16659。
2. 台灣經濟研究院產經資料庫：http://tie.tier.org.tw./。
3. 行政院主計總處「中華民國行業標準分類」，http://law.dgbas.gov.tw/LawContentDetails.aspx?id=GL000008&KeyWordHL=&StyleType=1，2012/4/20。
4. 財政部國庫署菸酒管理資料網：http://www.nta.gov.tw/dbmode93/index.asp。
5. 保力達官網：http://www.paolyta.com.tw/。
6. 財政部稅務入口網-菸酒稅：http://www.etax.nat.gov.tw/wSite/np?ctNode=11367。
7. 智庫百科，「產品生命週期」，取自：http://wiki.mbalib.com/zh-tw/%E4%BA%A7%E5%93%81%E7%94%9F%E5%91%BD%E5%91%A8%E6%9C%9F%E7%90%86%E8%AE%BA。
8. 經濟部工業統計資料「經濟統計資訊」，http://2k3dmz2.moea.gov.tw/Gwweb/default.aspx?menu=ebook&book=manufacturingsector。
9. 維士比官網：http://www.hokia.com.tw/。
10. 維基百科，「世界貿易組織」，取自：http://zh.wikipedia.org/wiki/%E4%B8%96%E7%95%8C%E8%B2%BF%E6%98%93%E7%B5%84%E7%B9%94。