探討中小型國際伏特加品牌臺灣市場策略--以洋可夫伏特加為例

本研究旨在探討中小型國際伏特加品牌臺灣市場策略，採質性研究，以深度訪談、次級資料、與國際文獻為基礎的三角論證，以俄羅斯品牌洋可夫伏特加為個案研究案例。本研究深度訪談共邀請四位訪談對象，從歐盟商會角度、俄羅斯洋可夫伏特加高階經理人角度、臺灣洋可夫伏特加經營者角度、以及臺灣洋可夫第一線工作人員角度，四個不同層面，深入了解伏特加酒在臺灣的市場環境與發展情況，以市場學4P與SWOT分析，所得結論如下：產品：穩定的供貨與優質產品確為洋可夫伏特加品牌優勢，並有著豐富的、充滿東歐式浪漫及文化內涵的品牌設計概念。價格：洋可夫品牌在價格遠高於臺灣伏特加市場平均價格，並面臨眾多低價品牌產品的挑戰與威脅。通路：臺灣傳統酒業市場過度競爭的環境，洋可夫伏特加品牌並沒有採用傳統大型酒業通路。將該品牌通路著重於可以與消費者直接接觸的大型展覽、與培養優質小型菸酒專或餐酒館為主要通路。以避免受到業界過度競爭而傷害品牌價值。促銷：由於該品牌在相關資源上，無法與大型酒業品牌進行傳統廣告促銷。洋可夫伏特加品牌，有鑑於最著名國際品牌思美洛、絕對伏特加之案例，將有限資源集中耕耘於調酒師校園合作推廣、年輕世代市場派對酒會模式、與跨產業平台合作，作為主要促銷策略。研究發現臺灣伏特加市場受到歷史文化與政治地緣環境影響甚鉅。臺灣本地受到中國文化的飲酒習慣，消費市場長期受到以美國為首的西方世界影響，對於俄羅斯與伏特加酒知之甚少，並且有著負面的刻板印象。俄烏戰爭的爆發與後疫情時代的嚴重通貨膨脹，更是洋可夫伏特加面臨的挑戰。

關鍵字

俄羅斯；伏特加品牌；臺灣酒業市場；品牌行銷

並列摘要

This research is focused on exploring market strategies for small and medium-sized international vodka brands in Taiwan, and using Yankov vodka brand as study case subject. This qualitative research utilizes triangulation method with in-depth interviews, secondary data, and international literature as fundamental elements. The study conducted in-depth interviews with for different perspectives: the perspective of EU Chamber of Commerce, senior manager from Russian Yankov Vodka, C.E.O. of Yankov Taiwan, and first line sales manager of Yankov Taiwan. Through these interviews, we have deep understanding of the market environment and development of vodka in Taiwan market. Using marketing 4P and SWOT analysis, the conclusions are as follows: Product; Stable supply and high-quality products are the strengths of Yankov Vodka brand, which incorporates rich in Eastern European tradition and cultural elements in its brand design concept. Price; price of Yankov Vodka is significantly higher than the average price in Taiwan vodka market, which poses challenges and threats due to numerous low-priced competitor products. Place: Due to the highly competitive market environment in the traditional alcohol industry in Taiwan, Yankov Vodka has not adopted the traditional large-scale alcohol industry distribution channels here in Taiwan. Instead, the brand focused on main stream exhibitions which allows direct contact with consumer, as well as cultivating partnership with high end but non-franchised alcohol shops, or restaurant bars, as primary distribution channels. This approach aims to prevent Yankov brand value from being eroded by excessive competition. Promotion; Yankov vodka brand is not able to engage in traditional advertising and promotion campaigns with famous and large international vodka brands due to limited resources. Taking into account cases of well-known international brands such as Smirnoff and Absolut Vodka, Yankov Vodka concentrates its strength on promoting collaborations with hospitality college and universities, targeting young generation market, party events, and engaging in cross-industry platform partnerships as its main promotion strategies. Furthermore, the study found that the vodka market in Taiwan is significantly influenced by historical, cultural, and geopolitical factors. Local food and beverage traditions had been influenced by Chinese culture, while the consumer market has long been influenced by the western world, particularly United States of America. There is limited knowledge about Russia and Vodka in Taiwan, and the negative stereotypes is imprinted into most of consumers in Taiwan. The outbreak of the Russian-Ukraine conflict and the severe inflation in the post-pandemic ear have posed the greatest challenges of Yankov Vodka in the Taiwan Market.