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Enterprise Innovation Marketing and Counseling Diagnosis-Taking

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Enterprise Innovation Marketing and Counseling Diagnosis-Taking 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 [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 Kaoliang Liquor 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 wine 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 drink kaoliang wines, 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 China'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 gin 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 beer 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.
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