Abstract
The competition for liquor companies in Taiwan is getting fierce due to limited market size and tardy economic growth. The situation is more obvious after Taiwan joined WTO and many famous foreign liquor brands entered this market. The impact is especially strong for Chinese Spirits because many liquor consumers take a shot at these new entrants or even change their habits.
Kinmen Kaoliang Liquor Inc. now faces domestic competitors such as Yusan Kaoliang of Taiwan Tabacco and Liquor Coporation and other brands as well as the growing portion of consumers shifting to bear or wine. In order to operate in China and seek further revenue growth, Kinmen Kaoliang Liquor Inc. established a child company in Xiamen in 2004. However, it is shown that there¡¦s much room for further effort if the company wants to perform well in China.
This research adopts exploratory research method and collects relevant data from various sources. Through sorting, estimating, evaluating, and reasoning of the data, this research provides workable strategies for Kinmen Kaoliang Liquor Inc. for further development.
Keyword¡Gwhite wine, Kinmen Kaoliang Liquor, Marketing Strategy, target market
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0803110-145104 |
| Date | 03 August 2010 |
| Creators | Wang, Chin-hao |
| Contributors | Huei-Mei Liang, Ting-Peng Liang, So-De Shyu, Jun-Ying Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0803110-145104 |
| Rights | not_available, Copyright information available at source archive |
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