A Study on the Key Success Factors and the Comprehensive Model of Integrated Marketing of the Leading Sorghum Wine Brand—Kinmen Kaoliang Liquor

• Main Authors: WU, FUH-CHIANG, 吳富強
• Other Authors: TAI, KUO-LIANG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/s2z6z3

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 105 === The market size of Taiwanese sorghum wine market is about 16 billion (TWD) each year, of which Kinmen Kaoliang Liquor, Yusan Kaoliang Liquor, and Tunnel 88 Kaoliang Liquor are more noticeable for their size and visibility. After joining WTO and the opening up of China’s market, Taiwanese sorghum wine brands are forced to raise the scale of brand competition from a domestic level to a cross-strait one. Blessed by its special historical background, Kinmen Kaoliang Liquor once had the revenue of over 15 billion during the golden age at the start of cross-strait trade and visits, claiming the largest market share in the industry. However, as the expansion of Taiwanese young consumers and the global competition of sorghum wine, Kinmen Kaoliang Liquor still has plenty of room for improvement, facing considerable amount of challenge for its brand marketing. With all the problems and challenges mentioned earlier, how can Kinmen Kaoliang Liquor still owns more than 80% of the market share each year and remains as the leading brand in the industry for such a long time? This research believes the success of this long-term leading brand comes from seven key success factors: (1) Sell strong products as the brand’s core support. (2) Regularly launches successful 360-degree integrated marketing communication. (3) Have comprehensive distribution and dealership system to help obtain more resources. (4) Pay attention to market reaction and advances with the times. (5) Continually give sufficient budget to support marketing. (6) Successful spokesperson strategy. (7) Participate in international exhibition to raise global reputation and market level. In addition to these factors, this research also concludes concept of this leading brand’s comprehensive model of integrated marketing, as well as the findings of the brand’s annual budget allocation. This research hopes to serve as a practical reference for Taiwanese sorghum wine or similar industry, and enrich the academic studies on brand marketing.