酒類新創公司之策略行銷探討 - 以4C架構分析

• Main Authors: Tsai, Fu Hao, 蔡馥豪
• Other Authors: Chen, Wei-Guang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/ev783y

碩士 === 國立政治大學 === 金融學系 === 105 === This paper will focus on the brand creation process, the current marketing strategy analysis, and use 4C framework to find out the existing problems of the strategies; besides, we also analyze the market to understand the future development plan. The research methodology is conducted by case study analysis, and interviews with four whiskey industry experts, which includes the original brand executives, senior supervisors in the alcohol marketing companies, the professionals in the Greater China and other managing directors in other brands. The discussion is about the perspective on the bottling whisky market, and luxury-marketing strategy to set up future plans and strategies. Through the analysis in our research, I believe the current stage is to strengthen the supply chains, develop customized products, build up a strong brand imagination by the cooperation with experts, and also strengthen the brand position. The future plan includes long-term investments in oak barrels to earn value-added and stable product supply, being the agent of the productive whiskey brand, and the development of exclusive blend malt whisky, so that we can generate a greater value and a more stable product line, and last one is to build up a small distillery.