Enterprise Innovation Marketing and Counseling Diagnosis-Taking Kinmen Royal Liquor as Example Hao-Wei Yang Kai-Fu Yang Hsiao-Tung Liang Chunh-Hong Kuo Chaoyang University of (Corresponding Author) Chaoyang University of Chaoyang University of Technology Chaoyang University of Technology Technology 168, Jifeng E. Rd., Wufeng Technology 168, Jifeng E. Rd., Wufeng 168, Jifeng E. Rd., Wufeng District, Taichung, 41349 168, Jifeng E. Rd., Wufeng District, Taichung, 41349 District, Taichung, 41349 Taiwan, R.O.C. District, Taichung, 41349 Taiwan, R.O.C. Taiwan, R.O.C. 0987-276-858, 886 Taiwan, R.O.C. 0988-263-660, 886 0972-138-688, 886
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[email protected] [email protected] [email protected] ABSTRACT hand with mainland liquor and expand to a huge market on the Since Taiwan abolished the tobacco and alcohol monopoly system other side. However, under the influence of the big environment, in 2002, the market for tobacco and alcohol has been open to the the market is gradually shrinking, coupled with a large inventory, public. Whether it is a public winery or a private winery, it must forcing considerable performance to gradually evolve into a crisis not only face the competition of imported liquor, but also face the (Jianghe, 2016). Kinmen Royal Liquor used to be a completely attack of foreign opponents. For the challenges and obstacles, producer-oriented and the business philosophy of the distribution Kinmen Royal Liquor must find the superior ability to ensure model, but in this era of consumer-oriented seems to need to make sustainable operation and maintain good competitiveness in the some adjustments in order to be invincible.