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題名 進口啤酒和台灣微型酒場的市場進入策略
作者 包陽明
James Boyle
貢獻者 張力元
包陽明
James Boyle
關鍵詞 啤酒
日期 2005
上傳時間 14-Sep-2009 09:44:54 (UTC+8)
摘要 進口啤酒和台灣微型酒場的市場進入策略
The Taiwan beer market first caught my attention from a consumer’s perspective.Having frequently visited Portland, Oregon, the craft beer capital of the United States with more than 25 brewpubs and microbreweries, I became aware of many exceptional products that were not available in Taiwan. Convinced that these products would be welcome in the market, and that an ongoing business concern could be founded on such
     products, I chose to research the opportunity in greater detail.
      The Taiwan Tobacco & Wine Monopoly Bureau held a monopoly over beer, wine and spirits in Taiwan from its founding in the early 1900’s to 1987, when pressure from international trade partners forced Taiwan to open the market to beer imports. In January, 2002, as part of its World Trade Organization accession plans, Taiwan opened the market to local breweries. Since then 18 beer brewing licenses have been given to local entities and imports of a greater variety of beers have increased. The TTL still maintains an approximately 80% market share but the arrival of new players is changing the dynamics
     of the market and creating substantial profit opportunities for products that can offer both a new taste that is welcomed by the local palate, and are well branded. What strategies
     should such a brewery, either exporting to Taiwan or locally brewing, consider when seeking to establish its market presence and grow a successful business?
      The objective of this paper is to analyze the current position of craft or specialty beers in Taiwan, understand existing barriers and challenges to their distribution and
     acceptance, and to briefly describe strategies that overcome these challenges and allow a craft beer importer or brewer to establish and grow a successful business.
      Ultimately this thesis will be the foundation of a new company capable of profitably creating, marketing and distributing unique products of high quality to Taiwan’s most
     discerning beer drinkers whose needs are not currently being met.
Table of Contents
     List of Figures
     List of Tables
     Chapter 1 Introduction
     1.1 Research Background
     1.2 Research Objectives, Issues and Hypothesis
     1.3 Craft Beer Industry Definitions
     1.4 Thesis Structure
     Chapter 2 Literature Review
     Chapter 3 Methodology
     3.1 Justification of Methodology
     Chapter 4 Case Studies
     4.1 Wellcome Taiwan Case Study.
     4.2 North Taiwan Brewing Case Study
     4.3 Joker Magazine Interview
     4.4 Retailing Mart Magazine Interview
     4.5 Reliance/Jolly Restaurants Case Study
     4.6 Cottingham & Company Case Study
     4.7 Indian Beer House Case Study
     4.8 American Club in China Case Study
     Chapter 5 Discussion
     5.1 Market Size and Share
     5.2 Distributors, Agents and Brands
     5.3 Styles and Availability
     5.4 Pricing
     5.5 Seasonality
     5.6 Distribution Channels
     5.7 Craft Beer Industry & Imports
     5.8 A Brief Wine Comparison
     5.9 Barriers for Craft Beer
     5.10 Brand & Pricing Exercise
     Chapter 6 Conclusion
     6.1 Conclusions
     6.2 Strategies and Considers for Craft Beer Importers and Brewers in the Taiwan Market
     6.2.1 Import First
     6.2.2 Pricing
     6.2.3 Be Realistic About Market Size
     6.2.4 Focus on Your Consumer.
     6.2.5 Geographic Coverage
     6.2.6 Select the Right Brewmaster
     6.2.7 Develop Several Products
     6.2.8 Take Advantage of Seasonal Products
     6.2.9 Shelf Life
     6.2.10 Futures Orders & Cash Flow.
     6.2.11 Private Label
     6.2.12 Get a Great Supplier
     6.2.13 Creating a Compelling Brand Image
     6.2.14 Consider a Wine Distributor as Your Beer Distributor
     6.2.15 Be Passionate about the Product and the Business,
     be an Entrepreneur
     6.3 Results
     6.4 Recommendations for Further Research
     6.4.1 Taste Test
     6.4.2 Futures Orders Acceptability
     6.4.3 Survey Consumers on Brand Development
     6.4.4 Expand the Number an Variety of Interviews
     Acknowledgements
     References
     Interviews
     Appendices-
     Appendix A - Distributors and Brands in Wellcome, 2002 & 2005
     Appendix B - Price Surveys at Wellcome Store 2002 & 2005
     Appendix C - Cost Comparisons 2002 and 2005 for Wellcome,
     Family Mart & Costco
     Appendix D - Market Share of the Top 10 Beers in Taiwan
參考文獻 References
1. Annez,P., Sarakosas, S. & Vandenberghe, D. 2001, “Loxley: The Development of the
Lao Brewery”, ASEAN Business Case Studies, No. 20, Centre for Asian Studies
2. Boyle, J., Hung, R., Chuang, S. & Ho, L.; 2003, “Taiwan Tobacco & Liquor
Corporation: Challenges and Opportunities”; Unpublished, International Marketing,
IMBA Program, National Chengchi University, Taipei, Taiwan
3. Kah, M.; “Thailand Brewing Potential”; 2004; Asia Pacific Food Industry, pp. 84-86;
4. Kaufman, S., Boyle, J.; Ko, S. & Ho J.A. 2004, “Taiwan Beer: Challenging the Status
Quo”; Series 1, Case 1, Practical Business Project, IMBA Program; National Chengchi
University, Taipei, Taiwan
5. Trappey, C., 1998, “An Analysis of the Taiwan Retail Market Using Leites Method”,
Industrial Management and Data Systems. MCB University Press, pp. 48-54.
6. Trappey, C. & Hou, J.L.. 2001, The Taiwan Distribution Market, Hwa Tai Publishing,
Taipei, Taiwan.
7. Trappey, C. & Meng K.L. 1996, “Retailing in Taiwan: Modernization and the
Emergence of New Formats”, International Journal of Retail and Distribution
Management; Volume 24, No. 8, 1996, pp.31-37.
8. Temporal, P. 2001 Branding in Asia; John Wiley & Sons (Asia) Pte. Ltd., Singapore;
“Chapter 6, Measuring Brand Success – Boon Rawd Brewery; Researching Beer Brand
Image & Strategy Options in Thailand”
9. “The Scoop on Taiwan’s New Microbreweries”. Taiwan Fun Magazine, Compass
Group, October 2004; pp. 17-19; Volume 4, Issue 10.
10. Quang, T., and Hyun P.T. 1999, “Product Extension: The Case of Bivina Beer in
Vietnam”; Revised Submission to Asian Journal of Marketing.
http://www.sba.muohio.edu/abas/2000/Paper10.pdf
Further Reading
1. Association of Brewers web site. Available from: <http://www.beertown.org/>
2. Feliciano, M. Local Beer a Strong Brew [Online], European Cjamber of Commerce
Taipei. Available from:
http://www.ecct.com.tw/euroview/issue68/euroview_article52.php>
3. Huang,J. 30 April 2002, Tsingtao Beer Starts a Turf War [Onlline] Taipei Times.
Available from:
http://www.taipeitimes.com/News/archives/2002/04/30/0000134023/print, April 2002
4. McDonnell, J. Winds of Change in Taiwan Alcoholic Beverage Market [Online]
European Chamber of Commerce. Available from:
http://www.ecct.com.tw/euroview/issue68/euroview_article51.php>
5. Jackson, Michael, The Beer Hunter web site. Available at
<http://www.beerhunter.com/>
6. Miller, Jeff, 2002 “Taiwan Uncaps the Alcoholic Beverage Market”, and FAS Report
TW2004; Foreign Agricultural Service, USDA
7. Taiwan Tobacco & Liquor Corporation
<http://www.ttl.com.tw/web/image/index_spring/index_spring.cfm?IP_Id=1&CFID=370
527&CFTOKEN=74353266>
8. Taylor, M. March 25, 2003, Taiwan vs Tsingtao: Beer Wars [Online] Asia Times.
Available from: http://www.atimes.com/atimes/china/EC25Ad05.html May 2003
9. Technical Library, http://brewery.org/library/
Interviews
1. Chang, Eddie, Owner & Brewmaster, Great Reliance. Interview by author. Taipei,
Taiwan, May 2005
2. Chen, Chun-chang, Owner, Indian Beer House. Interview by Author. Taipei, Taiwan,
April 2005
3. Chuang, Ben, Managing Editor, Joker Magazine. Interview by author. Taipei, Taiwan,
May 2005
4. Cottingham, Michael, President, Cottingham & Company. Interview by author. Taipei,
Taiwan, May 2005
5. Dingle, Justin, Food & Beverage Manager, American Club in China. Interview by
Author. Taipei, Taiwan, June 2006
6. Liao, Chi-yang, Editor, Retail Magazine. Interview by author. Taipei, Taiwan, April
2005
7. Neal, Shane, Merchandising Manager, Wellcome. Interview by author. Taipei, Taiwan,
April, 2005
8. Wen, Li-guo, Partner & Brewmaster, North Taiwan Brewing. Interview by author.
Taipei, Taiwan, May 2005
描述 碩士
國立政治大學
國際經營管理碩士班(IMBA)
90933022
94
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0090933022
資料類型 thesis
dc.contributor.advisor 張力元zh_TW
dc.contributor.author (Authors) 包陽明zh_TW
dc.contributor.author (Authors) James Boyleen_US
dc.creator (作者) 包陽明zh_TW
dc.creator (作者) James Boyleen_US
dc.date (日期) 2005en_US
dc.date.accessioned 14-Sep-2009 09:44:54 (UTC+8)-
dc.date.available 14-Sep-2009 09:44:54 (UTC+8)-
dc.date.issued (上傳時間) 14-Sep-2009 09:44:54 (UTC+8)-
dc.identifier (Other Identifiers) G0090933022en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/31294-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理碩士班(IMBA)zh_TW
dc.description (描述) 90933022zh_TW
dc.description (描述) 94zh_TW
dc.description.abstract (摘要) 進口啤酒和台灣微型酒場的市場進入策略zh_TW
dc.description.abstract (摘要) The Taiwan beer market first caught my attention from a consumer’s perspective.Having frequently visited Portland, Oregon, the craft beer capital of the United States with more than 25 brewpubs and microbreweries, I became aware of many exceptional products that were not available in Taiwan. Convinced that these products would be welcome in the market, and that an ongoing business concern could be founded on such
     products, I chose to research the opportunity in greater detail.
      The Taiwan Tobacco & Wine Monopoly Bureau held a monopoly over beer, wine and spirits in Taiwan from its founding in the early 1900’s to 1987, when pressure from international trade partners forced Taiwan to open the market to beer imports. In January, 2002, as part of its World Trade Organization accession plans, Taiwan opened the market to local breweries. Since then 18 beer brewing licenses have been given to local entities and imports of a greater variety of beers have increased. The TTL still maintains an approximately 80% market share but the arrival of new players is changing the dynamics
     of the market and creating substantial profit opportunities for products that can offer both a new taste that is welcomed by the local palate, and are well branded. What strategies
     should such a brewery, either exporting to Taiwan or locally brewing, consider when seeking to establish its market presence and grow a successful business?
      The objective of this paper is to analyze the current position of craft or specialty beers in Taiwan, understand existing barriers and challenges to their distribution and
     acceptance, and to briefly describe strategies that overcome these challenges and allow a craft beer importer or brewer to establish and grow a successful business.
      Ultimately this thesis will be the foundation of a new company capable of profitably creating, marketing and distributing unique products of high quality to Taiwan’s most
     discerning beer drinkers whose needs are not currently being met.		en_US
dc.description.abstract (摘要) Table of Contents
     List of Figures
     List of Tables
     Chapter 1 Introduction
     1.1 Research Background
     1.2 Research Objectives, Issues and Hypothesis
     1.3 Craft Beer Industry Definitions
     1.4 Thesis Structure
     Chapter 2 Literature Review
     Chapter 3 Methodology
     3.1 Justification of Methodology
     Chapter 4 Case Studies
     4.1 Wellcome Taiwan Case Study.
     4.2 North Taiwan Brewing Case Study
     4.3 Joker Magazine Interview
     4.4 Retailing Mart Magazine Interview
     4.5 Reliance/Jolly Restaurants Case Study
     4.6 Cottingham & Company Case Study
     4.7 Indian Beer House Case Study
     4.8 American Club in China Case Study
     Chapter 5 Discussion
     5.1 Market Size and Share
     5.2 Distributors, Agents and Brands
     5.3 Styles and Availability
     5.4 Pricing
     5.5 Seasonality
     5.6 Distribution Channels
     5.7 Craft Beer Industry & Imports
     5.8 A Brief Wine Comparison
     5.9 Barriers for Craft Beer
     5.10 Brand & Pricing Exercise
     Chapter 6 Conclusion
     6.1 Conclusions
     6.2 Strategies and Considers for Craft Beer Importers and Brewers in the Taiwan Market
     6.2.1 Import First
     6.2.2 Pricing
     6.2.3 Be Realistic About Market Size
     6.2.4 Focus on Your Consumer.
     6.2.5 Geographic Coverage
     6.2.6 Select the Right Brewmaster
     6.2.7 Develop Several Products
     6.2.8 Take Advantage of Seasonal Products
     6.2.9 Shelf Life
     6.2.10 Futures Orders & Cash Flow.
     6.2.11 Private Label
     6.2.12 Get a Great Supplier
     6.2.13 Creating a Compelling Brand Image
     6.2.14 Consider a Wine Distributor as Your Beer Distributor
     6.2.15 Be Passionate about the Product and the Business,
     be an Entrepreneur
     6.3 Results
     6.4 Recommendations for Further Research
     6.4.1 Taste Test
     6.4.2 Futures Orders Acceptability
     6.4.3 Survey Consumers on Brand Development
     6.4.4 Expand the Number an Variety of Interviews
     Acknowledgements
     References
     Interviews
     Appendices-
     Appendix A - Distributors and Brands in Wellcome, 2002 & 2005
     Appendix B - Price Surveys at Wellcome Store 2002 & 2005
     Appendix C - Cost Comparisons 2002 and 2005 for Wellcome,
     Family Mart & Costco
     Appendix D - Market Share of the Top 10 Beers in Taiwan		-
dc.description.tableofcontents Table of Contents
      List of Figures
      List of Tables
      Chapter 1 Introduction
      1.1 Research Background
      1.2 Research Objectives, Issues and Hypothesis
      1.3 Craft Beer Industry Definitions
      1.4 Thesis Structure
      Chapter 2 Literature Review
      Chapter 3 Methodology
      3.1 Justification of Methodology
      Chapter 4 Case Studies
      4.1 Wellcome Taiwan Case Study.
      4.2 North Taiwan Brewing Case Study
      4.3 Joker Magazine Interview
      4.4 Retailing Mart Magazine Interview
      4.5 Reliance/Jolly Restaurants Case Study
      4.6 Cottingham & Company Case Study
      4.7 Indian Beer House Case Study
      4.8 American Club in China Case Study
      Chapter 5 Discussion
      5.1 Market Size and Share
      5.2 Distributors, Agents and Brands
      5.3 Styles and Availability
      5.4 Pricing
      5.5 Seasonality
      5.6 Distribution Channels
      5.7 Craft Beer Industry & Imports
      5.8 A Brief Wine Comparison
      5.9 Barriers for Craft Beer
      5.10 Brand & Pricing Exercise
      Chapter 6 Conclusion
      6.1 Conclusions
      6.2 Strategies and Considers for Craft Beer Importers and Brewers in the Taiwan Market
      6.2.1 Import First
      6.2.2 Pricing
      6.2.3 Be Realistic About Market Size
      6.2.4 Focus on Your Consumer.
      6.2.5 Geographic Coverage
      6.2.6 Select the Right Brewmaster
      6.2.7 Develop Several Products
      6.2.8 Take Advantage of Seasonal Products
      6.2.9 Shelf Life
      6.2.10 Futures Orders & Cash Flow.
      6.2.11 Private Label
      6.2.12 Get a Great Supplier
      6.2.13 Creating a Compelling Brand Image
      6.2.14 Consider a Wine Distributor as Your Beer Distributor
      6.2.15 Be Passionate about the Product and the Business,
      be an Entrepreneur
      6.3 Results
      6.4 Recommendations for Further Research
      6.4.1 Taste Test
      6.4.2 Futures Orders Acceptability
      6.4.3 Survey Consumers on Brand Development
      6.4.4 Expand the Number an Variety of Interviews
      Acknowledgements
      References
      Interviews
      Appendices-
      Appendix A - Distributors and Brands in Wellcome, 2002 & 2005
      Appendix B - Price Surveys at Wellcome Store 2002 & 2005
      Appendix C - Cost Comparisons 2002 and 2005 for Wellcome,
     Family Mart & Costco
      Appendix D - Market Share of the Top 10 Beers in Taiwan		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0090933022en_US
dc.subject (關鍵詞) 啤酒zh_TW
dc.title (題名) 進口啤酒和台灣微型酒場的市場進入策略zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Referenceszh_TW
dc.relation.reference (參考文獻) 1. Annez,P., Sarakosas, S. & Vandenberghe, D. 2001, “Loxley: The Development of thezh_TW
dc.relation.reference (參考文獻) Lao Brewery”, ASEAN Business Case Studies, No. 20, Centre for Asian Studieszh_TW
dc.relation.reference (參考文獻) 2. Boyle, J., Hung, R., Chuang, S. & Ho, L.; 2003, “Taiwan Tobacco & Liquorzh_TW
dc.relation.reference (參考文獻) Corporation: Challenges and Opportunities”; Unpublished, International Marketing,zh_TW
dc.relation.reference (參考文獻) IMBA Program, National Chengchi University, Taipei, Taiwanzh_TW
dc.relation.reference (參考文獻) 3. Kah, M.; “Thailand Brewing Potential”; 2004; Asia Pacific Food Industry, pp. 84-86;zh_TW
dc.relation.reference (參考文獻) 4. Kaufman, S., Boyle, J.; Ko, S. & Ho J.A. 2004, “Taiwan Beer: Challenging the Statuszh_TW
dc.relation.reference (參考文獻) Quo”; Series 1, Case 1, Practical Business Project, IMBA Program; National Chengchizh_TW
dc.relation.reference (參考文獻) University, Taipei, Taiwanzh_TW
dc.relation.reference (參考文獻) 5. Trappey, C., 1998, “An Analysis of the Taiwan Retail Market Using Leites Method”,zh_TW
dc.relation.reference (參考文獻) Industrial Management and Data Systems. MCB University Press, pp. 48-54.zh_TW
dc.relation.reference (參考文獻) 6. Trappey, C. & Hou, J.L.. 2001, The Taiwan Distribution Market, Hwa Tai Publishing,zh_TW
dc.relation.reference (參考文獻) Taipei, Taiwan.zh_TW
dc.relation.reference (參考文獻) 7. Trappey, C. & Meng K.L. 1996, “Retailing in Taiwan: Modernization and thezh_TW
dc.relation.reference (參考文獻) Emergence of New Formats”, International Journal of Retail and Distributionzh_TW
dc.relation.reference (參考文獻) Management; Volume 24, No. 8, 1996, pp.31-37.zh_TW
dc.relation.reference (參考文獻) 8. Temporal, P. 2001 Branding in Asia; John Wiley & Sons (Asia) Pte. Ltd., Singapore;zh_TW
dc.relation.reference (參考文獻) “Chapter 6, Measuring Brand Success – Boon Rawd Brewery; Researching Beer Brandzh_TW
dc.relation.reference (參考文獻) Image & Strategy Options in Thailand”zh_TW
dc.relation.reference (參考文獻) 9. “The Scoop on Taiwan’s New Microbreweries”. Taiwan Fun Magazine, Compasszh_TW
dc.relation.reference (參考文獻) Group, October 2004; pp. 17-19; Volume 4, Issue 10.zh_TW
dc.relation.reference (參考文獻) 10. Quang, T., and Hyun P.T. 1999, “Product Extension: The Case of Bivina Beer inzh_TW
dc.relation.reference (參考文獻) Vietnam”; Revised Submission to Asian Journal of Marketing.zh_TW
dc.relation.reference (參考文獻) http://www.sba.muohio.edu/abas/2000/Paper10.pdfzh_TW
dc.relation.reference (參考文獻) Further Readingzh_TW
dc.relation.reference (參考文獻) 1. Association of Brewers web site. Available from: <http://www.beertown.org/>zh_TW
dc.relation.reference (參考文獻) 2. Feliciano, M. Local Beer a Strong Brew [Online], European Cjamber of Commercezh_TW
dc.relation.reference (參考文獻) Taipei. Available from:zh_TW
dc.relation.reference (參考文獻) http://www.ecct.com.tw/euroview/issue68/euroview_article52.php>zh_TW
dc.relation.reference (參考文獻) 3. Huang,J. 30 April 2002, Tsingtao Beer Starts a Turf War [Onlline] Taipei Times.zh_TW
dc.relation.reference (參考文獻) Available from:zh_TW
dc.relation.reference (參考文獻) http://www.taipeitimes.com/News/archives/2002/04/30/0000134023/print, April 2002zh_TW
dc.relation.reference (參考文獻) 4. McDonnell, J. Winds of Change in Taiwan Alcoholic Beverage Market [Online]zh_TW
dc.relation.reference (參考文獻) European Chamber of Commerce. Available from:zh_TW
dc.relation.reference (參考文獻) http://www.ecct.com.tw/euroview/issue68/euroview_article51.php>zh_TW
dc.relation.reference (參考文獻) 5. Jackson, Michael, The Beer Hunter web site. Available atzh_TW
dc.relation.reference (參考文獻) <http://www.beerhunter.com/>zh_TW
dc.relation.reference (參考文獻) 6. Miller, Jeff, 2002 “Taiwan Uncaps the Alcoholic Beverage Market”, and FAS Reportzh_TW
dc.relation.reference (參考文獻) TW2004; Foreign Agricultural Service, USDAzh_TW
dc.relation.reference (參考文獻) 7. Taiwan Tobacco & Liquor Corporationzh_TW
dc.relation.reference (參考文獻) <http://www.ttl.com.tw/web/image/index_spring/index_spring.cfm?IP_Id=1&CFID=370zh_TW
dc.relation.reference (參考文獻) 527&CFTOKEN=74353266>zh_TW
dc.relation.reference (參考文獻) 8. Taylor, M. March 25, 2003, Taiwan vs Tsingtao: Beer Wars [Online] Asia Times.zh_TW
dc.relation.reference (參考文獻) Available from: http://www.atimes.com/atimes/china/EC25Ad05.html May 2003zh_TW
dc.relation.reference (參考文獻) 9. Technical Library, http://brewery.org/library/zh_TW
dc.relation.reference (參考文獻) Interviewszh_TW
dc.relation.reference (參考文獻) 1. Chang, Eddie, Owner & Brewmaster, Great Reliance. Interview by author. Taipei,zh_TW
dc.relation.reference (參考文獻) Taiwan, May 2005zh_TW
dc.relation.reference (參考文獻) 2. Chen, Chun-chang, Owner, Indian Beer House. Interview by Author. Taipei, Taiwan,zh_TW
dc.relation.reference (參考文獻) April 2005zh_TW
dc.relation.reference (參考文獻) 3. Chuang, Ben, Managing Editor, Joker Magazine. Interview by author. Taipei, Taiwan,zh_TW
dc.relation.reference (參考文獻) May 2005zh_TW
dc.relation.reference (參考文獻) 4. Cottingham, Michael, President, Cottingham & Company. Interview by author. Taipei,zh_TW
dc.relation.reference (參考文獻) Taiwan, May 2005zh_TW
dc.relation.reference (參考文獻) 5. Dingle, Justin, Food & Beverage Manager, American Club in China. Interview byzh_TW
dc.relation.reference (參考文獻) Author. Taipei, Taiwan, June 2006zh_TW
dc.relation.reference (參考文獻) 6. Liao, Chi-yang, Editor, Retail Magazine. Interview by author. Taipei, Taiwan, Aprilzh_TW
dc.relation.reference (參考文獻) 2005zh_TW
dc.relation.reference (參考文獻) 7. Neal, Shane, Merchandising Manager, Wellcome. Interview by author. Taipei, Taiwan,zh_TW
dc.relation.reference (參考文獻) April, 2005zh_TW
dc.relation.reference (參考文獻) 8. Wen, Li-guo, Partner & Brewmaster, North Taiwan Brewing. Interview by author.zh_TW
dc.relation.reference (參考文獻) Taipei, Taiwan, May 2005zh_TW