「中國作為世界最大的烈酒市場，中式白酒市佔率達90%，佔總體烈酒類銷售額60%，進口烈酒則一直是由干邑白蘭地稱霸。但自從2012年底中國政府公佈中央八項規定限制三公消費後，便出現轉機，高端酒類紛紛落馬，市場結構重新調整。蘇格蘭威士忌在這樣的時局下該如何在中國市場崛起？然而中國大陸的行銷市場競爭激烈，先進的互聯網消費方式，一般的廣告已經撼動不了消費者。本文相關論述皆以發展現況為主，並藉由Don E. Schultz與Robert F. Lauterborn教授於1993年提出的《Integrated Marketing Communications》中，4C取代4P的新行銷理論，加入Simon Sinek黃金圈法則做出分析。 China is the largest liquor market in the world, Chinese liquor holds 90 percent market share, constituting 60 percent of whole liquor sales revenue. Cognac Brandy dominates over the market share of import liquor. However, it has changed after the government of China annouced the Xi’s Anti-Corruption Campaign in 2012. The market share of luxury liquor all droped, and the market structure readjusted.Scotch Whisky how to rise on such a situation in China market?The sales market in China is completes sharply. Advanced Internet consumption mode, general advertising or message bombing cannot influence the consumer anymore. The relevant discussion is mainly based on the development status. I analysis it by Professor Don E. Schultz, Robert F. Lauterborn’s “Integrated Marketing Communications” in 1993, the theory about 4C replace 4P and Simon Sinek’s golden circle rule.
