本研究的主旨在於探討蘇格蘭威士忌在中國大陸烈酒消費市場，可行的行銷策略。中國作為世界最大的烈酒市場，值得各家烈酒商前進一搏，然而中式白酒市佔率達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，處於群雄割據的時代。在全世界有著不錯成績的蘇格蘭威士忌，在這樣的時局下該如何在中國市場崛起，是本研究討論重點。我選擇與台灣有深厚關係的蘇格蘭威士忌作為本文研究，台灣作為蘇格蘭威士忌前五大進口國，能接收到蘇格蘭威士忌豐厚的訊息。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，一般的廣告或是訊息轟炸已經撼動不了消費者。由於國內專論蘇格蘭威士忌的文獻非常有限，與中國大陸有關的趨近於零，所以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，並加入Simon Sinek黃金圈法則做出分析。對於蘇格蘭威士忌在中國的現況與未來，酒商及行銷相關單位該如何經營這個市場，筆者將針對研究結果，提出建議。 The purpose of this research is to explore the Scotch Whisky in China's liquor market. China is the largest liquor market in the world, and it is worth trying to every liquor dealer. However, 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. In this highly competitive era, Scotch Whisky have good grade around the world. How to rise on such a situation in China market is the main idea of this research. Scotch Whisky have profound relationship with Taiwan, and Taiwan can get a lot of information about Scotch Whisky because it as the top five importing country of Scotch Whisky. That is why I choose it for this research. The sales market in China is completes sharply. Advanced Internet consumption mode, general advertising or message bombing cannot influence the consumer anymore. Because of the document in research Scotch Whisky is very limited in Taiwan, and it almost none about China. 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. To the situation and future about Scotch Whisky in China, I will make my suggestion to the result of this research about how the liquor dealer and sales department to operating the market.
