威士忌酒廠參觀見學的體驗行銷策略分析－以日本余市蒸餾所與臺灣噶瑪蘭酒廠為例

Analysis of Marketing Strategies on Whisky Distillery Study Trip-The Case of Yoichi Distillery, Kavalan Whisky Distillery

郭甘露(Kan-Lu Kuo)

《國防大學通識教育學報》 9期 (2019/09) Pp. 215-230

摘要

本文為探究日本余市蒸餾所與臺灣噶瑪蘭酒廠，酒廠參觀見學活動內容，以及他們如何藉此進行品牌的體驗行銷，以提升公司企業形象、促進消費者購買意願。採用實地觀察與文獻探討的研究方法，運用Bernd Schmitt「體驗行銷」五大策略，來檢視兩家酒廠的工廠參觀活動，在感官、情感、思考、行動與關聯體驗方面的策略實際作法。結果發現：兩家酒廠見學相同的特色是以歷來在世界年度威士忌評比所得的獎項，創造參訪者情感與思考的好奇與認同，再以試喝各種酒品創造參訪者感官的感動，與行動上的購買及未來持續的消費力。余市蒸餾所最獨到的，就是其創辦人竹鶴政孝夫婦傳奇一生結合電視劇的宣傳，營造參訪者的情感想像，增添浪漫風味；噶瑪蘭酒廠有其他酒廠參觀沒有的「威士忌DIY」課程，讓參訪者調配個人風格的威士忌，在思考體驗上更為進階。本文針對兩家酒廠成功經驗，提出五項總結：1.要有工廠參觀才看得到，有別外面市場可見的該企業限定商品獨家販售；2.要有讓參訪者超值的試吃或試用；3.要為工廠創造榮耀事蹟或感性歷史故事包裝；4.工廠的建築與環境造景，要讓消費者在見學之餘有欣賞美景的觀光價值；5.要有方便的大眾交通工具可達。以供其他企業從事工廠見學體驗行銷活動參考之用。

關鍵字

余市蒸餾所 ； 噶瑪蘭酒廠 ； 工廠見學 ； 體驗行銷 ； 體驗策略模組

並列摘要

The purpose of this article was to explore and compare the marketing strategies of study trip in two whisky distilleries-Yoichi Distillery in Japan and Kavalan Distillery in Taiwan, in order to have further understandings about how this kind of experience marketing strategies can enhance the enterprise images and stimulus consumption. The methods of field study and document analysis were conducted. In addition, Bernd Schmitt's ＂five strategies of experiencing marketing＂, including the practices of how to get customers to sense, feel, think, act and relate to their company and brands was applied to analyze the study trip processes of these two whisky distilleries. We have found the same characteristics of the visits of the two distilleries are taking awards for the World's Annual Whisky Review over the years to create curiosity and recognition of the emotions and thinking of visitors, and then giving them a variety of whisky to try to create the touched by the senses of visitors and making them to purchase on action, and look forward to the continued consumption power in the future from them. The most unique point belongs to Yoichi Distillery is the legendary life of its founder, Masataka Taketsuru and his wife, combined with the propaganda effect of TV dramas, creating a visitor's emotional imagination and add a unique romantic flavor. As for Kavalan Distillery, the special marketing strategy was to provide the ＂Whisky DIY＂ courses which the professional staffs teach visitors to mix their own style of whisky, and it takes a higher level contact in the experience of thinking. Based on the successful experience in these two whisky distilleries, this article concluded with five suggestions for enterprises which trying to engage in experience marketing of factory study trips. First, visitors can buy the limited products that are exclusively sold during the factory study trip. Second, it need to have a great value tasting or trial to the visitors. Third, it is able to create brilliant award record or touching historical story as marketing strategies. Fourth, the building or landscape of environment in the factory park will has the value of sightseeing while studing trip. Finally, it need to have convenient public transportation to reach the factory.

並列關鍵字

Yoichi Distillery ； Kavalan Whisky Distillery ； factory study trips ； experience marketing ； Strategic Experiential Modules