Enterprise Innovation Marketing and Counseling Diagnosis-Taking Royal 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 , 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 [email protected] 0958-939-246, 886 [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. For the challenges and market. In this highly competitive era, the Kinmen Royal Liquor obstacles, Kinmen Royal Liquor must find the superior ability to not only needs to increase its brand image and expand its ensure sustainable operation and maintain good competitiveness customer base, but also uses different marketing techniques to let in the market. (Deputy General Manager of Kinmen Royal Liquor, more consumers know about the brand. The biggest problem 2018) Compared with Kinmen on the market, facing the Kinmen Royal Liquor is that it is still high in age, Chen Wenxiang, vice chairman of the Kinmen Royal Liquor, said: which will lead to an increase in the age of drinking sorghum, and “Our family's is very new, and old kaoliang is worth the time the younger people will be less exposed to Kinmen sorghum. This to wait, but 58 degrees’ kaoliang It is definitely the best wine”. phenomenon will cause the age of the sorghum consumers to The ginseng wine produced by the Kinmen Royal Liquor uses the break, which will not be able to operate forever, and the gold wine ancient method of “naturally-removing method”: during the industry is bound to go even harder in the future. This research moving of the brick into the nursery, the temperature and proposed several suggestions: 1. The popularity of today’s smart humidity should be monitored at any time, and it should be devices is also an important way for the public to obtain media manually turned over to ensure that the species can achieve the information and advertisements. 2. This research believes that the highest quality development. company needs to expand the scale of internal marketing The second is to take time-consuming and labor-intensive "solid personnel within limited resources. 3. The bottles or packages on food solid fermentation": from the selection of materials, water, the market of Kinmen Royal Liquor are not significantly different steamed food and fermentation, etc., must follow the ancient law from other competitors. 4. This research believes that Kinmen to brew the highest level of kaoliang (Lin Shushan, 2012). The Royal Liquor can hold outdoor activities in places to increase the larger segment of the Taiwanese liquor market is the liquor reputation of both companies through the popularity of both industry. For consumers who kaoliang , most of them parties, to achieve synergy. only know about Kinmen Royal Liquor. In contrast, the Kinmen Royal Liquor is more famous in the current market than the Kinmen Royal Liquor. The low price, consumers only have a Keywords slight understanding of the Kinmen Royal Liquor, and do not have enterprise innovation marketing, counseling diagnosis, digital much understanding of kaoliang wine. In this highly competitive marketing, service quality era, the Kinmen Royal Liquor not only needs to increase its brand image and expand its customer base, but also uses different 1. INTRODUCTION marketing techniques to let more consumers know about the brand. Since Taiwan abolished the tobacco and alcohol monopoly system In this aspect of kaoliang wine, young people will not be exposed. in 2002, the market for tobacco and alcohol has been open to the The knowledge of this wine is similar to the gaze, and with the public. Whether it is a public winery or a private winery, it must development of the Internet today, how to improve the problem not only face the competition of imported liquor, but also face the will be a major challenge in this study. attack of foreign opponents. Later, with 's accession to the The biggest problem facing the Kinmen Royal Liquor is that it is WTO, the trend of globalization is difficult to resist. In the context still high in age, which will lead to an increase in the age of of globalization and trade liberalization, the competitive market is drinking kaoliang, and the younger people will be less exposed to changing rapidly, and kaoliang must face various tests. The Kinmen kaoliang. This phenomenon will cause the age of the Kinmen Royal Liquor has been in Taiwan for more than 60 years. kaoliang consumers to break, which will not be able to operate From the very beginning, it only served as a military supply. Now forever, and the gold wine industry is bound to go even harder in the entire market has its trails. The revenue is not only from one the future. This research lists five main issues. million to ten billion, but also the of Taiwan. It can go hand in 1. Current diagnosis and recommendations for alcohol marketing wine certification, it has won a gold medal through rigorous models. selection. However, brand awareness and wine quality acceptance 2. It is a planning proposal for digital marketing. The platforms still need to be broken. How to break through the heavy pressure such as facebook and instagram are used by young people on a of the Kinmen Royal Liquor aura, so that the status of private daily basis. This is a problem that needs to be developed and wineries can be reasonably improved, rather than the one factory planned in this research. is the only one that this study is eager to understand. 3. Planning and coaching of product presentations. The last time I went to the Kinmen Royal Liquor Head Office, I mentioned that I 2.2 Traditional and Digital Marketing can cooperate with Taiwan Fresh Supermarket. If a new product is The American Marketing Association (AMA) defined marketing launched, it can be published by Taiwan Fresh Supermarket, so in 1985 as a process that included the distribution of plans and that consumers can know the new product information when execution concepts, pricing, promotions and opinions, goods, purchasing. services, organizations, and events. Create exchanges in the 4. Questionnaire survey of service quality, this study needs to process to meet the goals of individuals and organizations. In understand why the purchaser's evaluation of the Kinmen Royal traditional marketing, Jerome McCarthy proposed 4P in the Liquor is improving, and must consider the non-manufacturer's "Basic marketing: a managerial approach" book published in 1960: perspective from the perspective of consumers. products, prices, channels, promotions, and four types of easy-to- 5. The campus wine tasting knowledge promotion plan can let remember classifications for corporate marketing activities, as young people know more about Kaoliang industry. The more they follows. understand this industry, the more they can accept Kaoliang. In 1990, Robert F. Lauterborn proposed 4C and 4P 2. LITERATURE DISCUSSION complementary, that is, consumer-centric model: Consumer, Cost, 2.1 The Current Development of Kaoliang Convenience, Communication. The customer is to serve the customer from the standpoint of the customer as long as they Industry understand the needs and desires of the consumer. In 2012, Li In 1953, the government issued the "Temporary Regulations on Minghao compared the difference between traditional marketing the Monopoly of Tobacco and Alcohol in Taiwan Province", and digital marketing, indicating that traditional marketing is the which was abolished in December 2001. Under the original AIDA model, that is, Awareness, Interest, Desire, and Action. regulations, the production and sales of tobacco, alcohol, liquor, Consumers know products and then Interesting, generating desires and tobacco in Taiwan, Fujian, China, and Malaysia have been the and generating shopping behaviors, each stage of the advertiser is responsibility of the Taiwan Provincial Tobacco and Alcohol a segmentation segment, it is more difficult to assess the return on Marketing Bureau (replaced in July 2001 as a Taiwanese tobacco investment: digital marketing is AISAS mode, that is, Awareness, and alcohol company). The early domestic tobacco and alcohol Interest (Interest) Search, Action, Share, because consumers market was a monopoly and monopoly business. The industrial change from passively receiving messages to actively searching environment was greatly protected by laws and regulations. It was for information and even sharing messages, so they can a market that was completely "producer-oriented" and understand the behavior and motivation of consumers at all stages. "distributed". By the end of September 1987, wine, fruit wine and were imported, and in September 1992, the wine cellars were Marketing is quite diverse because it is flexible, innovative, and opened in Baijidi and opened in April 1994. The domestic wine mobile. It depends on the relevance and effectiveness of its cellar market has been semi-open, but there are still high tariffs. communication methods. The goal is to create the greatest There are trade barriers such as high public interest and tobacco communication synergy between the media, the message and the and alcohol monopoly taxes. In recent years, due to the general target consumers. Time, the right person and the right place to trend of global economic liberalization and internationalization, communicate the message (Cao Chunlei, 2010). Digital Marketing the government has reviewed the current opening of the tobacco is a marketing method that uses computer technology and the and alcohol market due to China’s accession to the World Trade Internet to promote marketing for users and beneficiaries of Organization (WTO), and completed the legislation on tobacco electronic devices. Digital technology-related media is used as a and alcohol production management in 2000, 2002. In January, channel for advertising and advertising. Tools such as keyword when the import market and the production system of wine cellar ads, newsletter services, product digital catalogs, and more. products were completely opened, they were divided into three Foreign scholars also pointed out that digital applications should phases: be integrated into the three areas of information technology, business activities, and enterprise management. In particular, it Most of today's research on kaoliang wine focuses on gin, and Lin can provide a customer-oriented marketing model, which is a way Zhizhen, Zhang Deming, Xie Jianyuan and Li Bingzhen (2006) for customers and businesses to get in touch with each other. A study the composition of Chinese liquor, analyze consumer taste platform for branding, brand communication and interaction. and preference for liquor, and explore consumer behavior and market conditions of Taiwan liquor; Zhang Jinshi (2008) pointed The only major focus of "digital marketing" is to understand out that the "pull production model" has benefits for Jinjiu in consumers, as long as they know exactly how and when to “improving the lack of old systems”, “reducing production costs”, communicate with consumers. But before this, we must have a “improving product quality”, and “improving the punctuality and very comprehensive understanding of the communication patterns speed of production processes”. Guo Jianhao (2009) believes that that consumers are accustomed to, how consumers receive the six major product attributes of brand image, product added information about products, so when consumers buy goods, they value, convenience (access), packaging, taste, price, etc. will can provide relevant information in a timely manner. In fact, it is affect the purchase intention of consumers’ kaoliang, while the really challenging to understand consumers. Behavior and relevant research of private wineries is relatively Rare. For preferences, then allow consumers to participate in discussions example, Chengda Distillery in Tainan has not only a high-quality and interactions. Digital marketing after 2015 is more about production team, but also a rigorous management organization, content marketing, and is integrated into social media, mobile adhere to tradition and do its best; and through Taiwan's quality devices, etc. according to different usage methods and status trends and master the core competencies of competitive advantage. according to the locked consumer group. Finally, the collected documents were collected and analyzed, and provided to Kinmen Royal Liquor as a reference for future This research believes that the appropriate Internet Reds not only marketing strategies, which is the expected result of this research. can give the brand a clear positioning, but also effectively attract The research object is based on the acceptance of kaoliang wine users’ attention, and greatly contribute to the marketing effect of by young consumer groups, jumping off production thinking, re- the brand community. Compared with pure product evaluating marketing models from consumers, using digital advertisements, if you see your favorite online red endorsement of marketing, product presentations, service quality questionnaires, a certain product, consumers will pay more attention. When and campus wine tasting knowledge promotion. The above consumers first buy products that have never been used, they tend planning activities further learned that demographic changes and to believe in the recommendations of opinion leaders. On the usage habits are related to the image of the royal kaoliang brand. social media platform, opinion leaders can drive twice as much What is the relationship between the brand image of product sales as paid ads. cognition and the brand loyalty of consumers' behavior? The 2.3 Service Quality brand image of product cognition is related to the influence of customer satisfaction on customer behavior. Therefore, the factory The so-called “service” has many definitions of scholars. was selected as the research object to discuss private kaoliang According to the definition of the American Marketing winery. Association (AMA), a service can be considered as “activities, customer benefits or satisfaction provided through direct sales or 3.1 Steps accompanying merchandise sales”. Service quality includes In order to improve the acceptance of kaoliang wine by young intangibility, non-storability, indivisibility, and perishability. consumers, this study will break away from the production side Therefore, the quality of service varies from provider to provider thinking, enhance the ability of digital marketing, re-evaluate the and from provider to provider. marketing model from the consumer side, and use the social platform as a medium to organize the expert network. The red Age Scholar Argument About Service Quality word of mouth is placed, which in turn increases the exposure to attract the attention of young people. 1974 Juran Service quality is the work done for others. Community marketing and word-of-mouth marketing target The service quality is divided into five parts: internal qualities, hardware qualities, software setting qualities, time promptness, and psychological qualities. Community strategy Expert & Internet 1984 Gronroos The service quality is divided into technical blueprint planning celebrity word of mouth

quality, functional quality and attitude image.

1985 Parasurama The concept of service quality perception is Social Media Public community word n, Zeithaml, based on the concept of service quality, which Marketing of mouth and Berry is the product of pre-purchase expectations, cognitive process quality and cognitive Facebook

outcome quality. Instagram Inbound marketing Youtube 1996 Kotler The quality of service is "service refers to an organization providing any activity or interest of another group. The service is basically intangible, and it cannot produce ownership of the thing, and does not necessarily belong to the Community trend Data recovery and substantive product. analysis adjustment adjustment

2002 Andrew Service quality refers to the degree to satisfy the customer's needs and expectations. The quality perceived by the customer is the 3.2 New Product Launch Event judgment of the consumer on the overall By using this new product presentation as the first step to reach excellence of an entity. It is a form of attitude potential customers, increasing the knowledge of potential that is related to satisfaction but not equal. customers on the products, thereby increasing the willingness to purchase or establishing relationships with potential customers,

the existing customers can use this communication channel. 3. RESEARCH METHOD Enhance the exchange of information, cross-sell multiple products After the analysis of this study, the company proposes counseling or services, and strengthen relationships. The following is a suggestions, plans relevant propaganda copy, such as the digital detailed activity planning process. marketing capability to improve the visual difference diagnosis with other brands on the physical path, and conducts inventory and proposes solutions for the executed marketing plan. Experts and vendors hope that with the implementation of this research, they will be able to understand the overall market marketing Before the event In the event After the event Royal kaoliang wine tastes sweet and mellow, superior quality, 1. Discuss and 1. Working group 1. Site guarantees solid food solid fermentation, 100% puree wine; no communicate meeting restoration added alcohol, spices, drink safely thanks to innate geographical with the company conditions. Through this technology, the most 2. Process control 2. Evacuation complicated and labor-intensive and cost-effective way. 2. Understand the guidance direction of new 3. Mobile reception 2. High consumer loyalty product activities guide 3. Participant satisfaction In the past, Kinmen was a battlefield. The number of troops 3. Visit internal and 4. Safety and health survey external sources maintenance stationed in the army was as high as 400,000, which indirectly to find out their 4. Complete the produced a large number of consumers. The unique taste of evaluations and 5. Stage event report alcohol has a great impact on consumers, and it is naturally questions 6. Product separated from other wines. It also maintains the sales volume of 5. Send a thank- Kinmen Royal Liquor in Taiwan. 4. Collect product introduction, you greeting related chief speech and card to the 3. Capacity has reached scale efficiency information celebrity sharing participating 5. Give advice to the 7. New product journalists’ Due to the insistence on the ancient method of , the event experience time media annual production of the Kinmen Royal Liquor is only 1.26 6. Organizing events million liters (2.1 million bottles / 600ml), the quantity is less 8. Ensure the quality quality, and scientific management, precise control of every link. 7. Confirm the and status of new location, price, products in the Therefore, it is necessary to control the concentration of carbon time and parking experience zone dioxide in the wine cellar at all times to maintain the quality and equipment of the the rate of wine production. This scale is not inferior to the well- conference 9. Pay attention to known brand wineries in the mainland, and has economies of regional moving scale. 8. Stuffing line planning 9. Issue press 10. Pay attention to 4. High probability of policy cooperation releases, prepare regional direction The Kinmen Royal Liquor is supervised by the Kinmen County invitations and and tasting plan media platform Council and is responsible for a high proportion of regional taxes. promotions Therefore, there is much cooperation in local government policies. Weaknesses 4. DATA ANALYSIS AND RESULTS 1. Lack of innovation in commodities The SWOT analysis method is used to evaluate the advantages The 58-degree Kinmen Kaoliang is considered to be a cash flow and disadvantages of Kinmen Royal Liquor, as well as the commodity because of its high slew rate, and it is often opportunities and threats, and then to formulate appropriate and counterfeited by speculators for profit. Although the Kinmen effective market strategies. Royal Liquor has been improved many times, it has added anti- counterfeiting marks in many parts of the bottle, but it can be identified because of special inspection tools, so the anti- counterfeiting effect is often inconspicuous. The 58-degree Kinmen Liquor bottle is designed to be simple and suitable for drinking instead of gift-giving. This is a bit short of the commercial kaoliang. 2. Lack of transformation space Although the Kinmen Royal Liquor wine has tripled its efforts and tripled its persistence with the brand new spokesperson, through online activities and brand new brand planning, the results are not as good as expected in this year. 3. Insufficient mastery of the market, do not understand consumer psychology Kinmen Royal Liquor still prefers the traditional positioning, and some segments of the market cannot break through. This also causes differences in product awareness with consumers. In the long run, it is impossible to continue to cultivate new consumer groups. Opportunities

1. Join the WTO and enter the foreign market to lower the Strengths threshold 1. Good quality and unique taste Although joining the WTO on behalf of Kaoliang will be challenged by foreign competitors, it also represents a lower threshold for the sale of Kinmen Royal Liquor to foreign markets, consumers, use digital marketing, product presentations, service which is an opportunity for Kinmen Royal Liquor. quality questionnaires, campus products The promotion of wine knowledge, through the above planning activities, is to know the 2. Promote the concept of value-added wine storage and increase demographic changes and usage habits, the brand image of added value product cognition and the contribution to consumers. Experts and Local residents in the Kinmen area have already started to store manufacturers hope that through the implementation of this wine, creating added value for royal kaoliang wines. The main project, they can understand the overall market marketing trends reason is that kaoliang wine has the characteristics of storing and master the core competence of competitive advantage. Finally, products for a long time and more smoothly. Taiwanese the collected data will be collected and analyzed, and provided to consumers have not yet popularized the concept of value-added Kinmen Royal Liquor as a reference for future marketing wine storage. Agents can Try to promote this concept. strategies. Threats In this research, more than half of the consumer groups in the 20- 35 age group are willing to participate in outdoor business 1. Lack of self-owned access activities, and a high percentage of people are curious about the The winery lacks its own access, so there is no way to vertically information updated in the future, and even hope to receive integrate vertically into the front end. It may be in the face of information updated in the future. The company's products are excessive changes in the market and suffer from greater impact attractive in the market. There is a certain gap between the and threats due to lack of access support. company and consumers in the market. The company wants to convey the meaning of the information that consumers have 2. Mainland liquor is open received. The company focuses on high-quality kaoliang or porcelain gifts with beautiful appearance, but in statistics, it is the The government’s policy of opening up mainland liquor has been most stable market with long-term stability and not afraid of being fixed, but it is only a matter of time. This move will quickly and replaced. directly impact the market position of 58 degree Kinmen kaoliang, which is a threat that cannot be ignored. This study proposes several suggestions: 3. Drinking age layers may have faults 1. The popularity of today’s smart devices is also an important way for the public to obtain media information and The main hobby users of royal kaoliang are biased towards the advertisements. middle and high age groups, and have their own time and space background factors. However, the young people’s general 2. This research believes that the company needs to expand the acceptance of high alcoholic spirits is not high, which may cause scale of internal marketing personnel within limited resources. age faults in the sales of kaoliang wines. This should not be overlooked. 3. It is recommended that nearly half of the people in this study think that the problems of royal kaoliang and Kinmen kaoliang 5. CONCLUSION AND SUGGESTION as the same brand and the marketing methods need to be Taiwanese kaoliang is the brand of choice. After all, the brand improved. image of Kinmen Royal Liquor is deeply rooted in the hearts of 4. This study believes that Kinmen Royal Liquor can hold outdoor Taiwanese. Again, Kinmen Royal Liquor should be based on activities in places like Wenchuang Circle, etc., such as wine price. After all, since the folk winemaking, the quality of many tasting activities, or publishing joint products with small people, kaoliang wines is not bad, and the price is cheaper. Therefore, to increase the reputation of both companies through the buyers with budget restrictions will see him at this time. The price popularity of both parties, to achieve synergy. is gone. As for the scent type and packaging, the scent type is not understood by everyone, and the packaging is different from the 6. REFERENCES personal preference. In terms of Taiwan's current consumption [1] Aaker, D. A. (1996). Measuring brand equity across products pattern, the brand is the main price. Nowadays, people have a and markets, California Management Review, Vol.38, dependence on hypermarkets. 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