探討酒商贊助文創活動之行銷策略：個案研究

NHUIR > College of Management > Department of Cultural & Creative Enterprise Management > Disserations and Theses(Cultural & Creative Enterprise Management) > Item 987654321/29653

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Title:	探討酒商贊助文創活動之行銷策略：個案研究
Other Titles:	Exploring the Marketing Strategies by Sponsoring Cultural-Creative Events: A Case Study of Liquor Companies
Authors:	陳立行 CHEN, LI-HSIN
Contributors:	文化創意事業管理學系陳志昌;趙家民 CHEN, CHIH-CHANG;CHAO, CHIA-MING
Keywords:	酒商;文創產業;行銷策略 wine merchant;cultural and creative industries;marketing strategy
Date:	2023
Issue Date:	2023-11-09 10:02:50 (UTC+8)
Abstract:	酒商與文創的合作，酒商提供品牌知識及資源，文創產業將創意及藝術融合到酒的產品中，相輔相成創造出更具有魅力及價值的產品。酒商贊助文創活動，藉此可增加酒商的品牌曝光度及知名度並提升品牌價值及消費者對品牌的認同感，對於開拓酒品的新市場更加有利，增加品牌在市場的滲透度。酒商贊助文創活動的行銷策略已成為現今一種有效的品牌推廣方式，透過這種合作方式，酒商與文創產業可創造雙贏局面。　　二家案例公司，E公司是一家悠久歷史的企業，專注於威士忌的釀造、調和和裝瓶，是蘇格蘭威士忌產業中極為傑出的公司。S公司是一家擁有自己運送團隊的啤酒經銷商，非常注重配送效率及倉儲物流中心恆溫及低溫空調品質控管的公司。二家公司在贊助文創產業時行銷策略自然不盡相同，除了本土公司與外商公司的差別，也因二家銷售酒品不同（烈酒與啤酒）有所不一樣。烈酒較為注重於高檔、奢華、品味及品牌形象，而啤酒則喜歡營造年輕、輕鬆、活潑及社交元素；烈酒在文創產業的行銷上，重點在於提高品牌的高品質及高價值形象，藉由細膩及高雅的文化藝術領域合作來增加品牌的文化魅力，啤酒在文創產業的行銷注重商品文化的創造及傳播，希望品牌能與年輕人文化並行，與年輕人流行相連結。　　個案二家公司在行銷上多有利I用以上方式進行行銷，但相對於以往，個案公司與大部分酒商一樣，多與基礎文創相結合，建議可以試著將藝術活動及博覽會層次拉高，創造出獨特性及消費卓越感，品酒可以嘗試與藝術鑑賞或者藝術拍賣會等等共同合作，增加的客源不再是「量」而是「質」。　　In the cooperation between wine merchants and cultural innovators, wine merchants provide brand knowledge and resources, while cultural and creative industries inject creativity and art into wine products to create more valuable products. This mutually beneficial arrangement creates a win-win situation.　　Company E is a leader in the Scotch whiskey industry, while Company S is a beer distributor with its own delivery team. Besides the distinction between local and foreign companies, they also sell different alcoholic products, with spirits catering to the high-end and luxury market, while beer caters to a young and lively clientele.　　Both companies in this case utilize similar marketing methods, but like most wine merchants, they often collaborate with basic cultural and creative activities. It is recommended that they explore more advanced art activities and expositions to create a sense of uniqueness and excellence, such as collaborating with art appreciation or hosting art auctions. This will attract high-quality customers rather than a larger number of customers, which can be more beneficial in the long run.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Cultural & Creative Enterprise Management)

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