A Study on the Promotion Activities of a Foreign Alcohol Company toward Liquor Stores–the Suntory Taiwan Ltd. and the Northern Area Liquor Stores as an Example

• Main Authors: Cheng-wei Liu, 劉正偉
• Other Authors: Chao-Fu Chang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/ycz9j2

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 96 === Liquor store is the most professional and common seen sales channel to sell alcohol and is of great importance for the foreign alcohol company. The reason is that its sell-through takes up quite a large percentage of the whole market. What is more, the products which gain recognition from the liquor store usually stand for its superior quality. Accordingly, the foreign alcohol company will come up with various kinds of promotion activities in order to take a place in this channel. The research adopts a qualitative in-depth interview method. The researcher interviewed twenty-five liquor stores about their opinions and preferences toward all sorts of promotion activities in Taipei, Keelung and Ilan respectively. The researcher also interviewed the heads of the management section and the business section of the Suntory Taiwan Ltd. to get a better understanding of how and why they arrange divergent promotion activities. The results found that the foreign alcohol company will lay down appropriate promotion activities based on different aims, among which the profit is the most highly emphasized factor for liquor stores. In addition, products with a stable price structure, good product quality, exquisite package, reasonable price, and TV commercials will usually tend to be considered more successful. On the other hand, activities which are too complicated, time-consuming and require huge stocks will cause tremendous pressure to liquor stores. Thus, they are not inclined to take part in those activities.