| Summary: | 碩士 === 銘傳大學 === 管理科學研究所 === 87 === Recently, the policy of the government for cancellation of commonsaling institution and privatization is obvious. In the trend of liberalization and internationalization of the liquor and wine industry, the fierce competition of the Distillery industry is predictable. In Taiwan area, Kingman Kao Liang Liquor, a product of Kingman Distillery, occupied a strong position in the liquor market. Facing fierce competition from Taiwan Tobacco and Wine Monopoly Bureau and foreign liquors and wine products, the marketing strategy is important to Kingman Distillery.
To establishing the marketing strategy of Kingman Kao Liang Liquor, the analysis of the consumer behavior of Kingman Kao Liang Liquor is the first step. Hence, this study intended to investigate the consumer behavior on Kingman Kao Liang Liquor with questionnaire in Taiwan area. The EKB model, relevant wine and beer marketing research and the interviews of the Kinman Kao Lian Liquor producer and sellers are conducted as the conceptual framework of this study. First, this study is developed to analyze the attitude of the users on Kingman Kao Liang Liquor. Then the segments of Kingman Kao Liang Liquor users are carried out by life style and demographic variables. Finally, the marketing strategy for overall and individual segments in product, promotion, price and place are presented for recommendation to wine and liquor manufactors and sellers.
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