消費者對金門高粱酒品牌形象之探討

Consumers’ Brand Image of Kinmen Kaoliang Liquor

周意華(孫路弘)

指導教授 ： 孫路弘

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2011年)

摘要

金門高粱酒在中式酒類占有重要地位，每年約有110億元的銷售額，對消費者而言，中式酒中最鮮明的是金門高粱酒。消費者對此產品有正面的品牌形象認知，但現階段金門高粱酒正面對品牌老化與年輕消費者的減少的危機。
本研究採ZMET隱喻誘引法以圖片做為媒介，探索消費者對高粱酒的品牌形象。運用所提供的圖片，結合文字與非文字語言深入對談抽取出受訪者的隱喻。研究樣本為飲用次數一個月一次以上，在中式餐廳有消費金門高粱酒經驗的消費者。採分層立意抽樣法抽選17位受訪者，於民國100年2月進行訪談一場1.5小時至2小時的訪談。
研究結果發現受訪者對金門高粱酒品牌形象認知有一、傳統保守的；二、令人安心的；三、陽剛老態的；四、戰地印象；五、濃烈口感；六、情感連結。在傳統保守、陽剛老態和濃烈口感等認知皆有正負面的看法，酒廠的傳統作風對受訪者而言過於保守，而老態的形象因為受訪者認為喝金門高粱酒的族群多為年紀大的阿伯；最後，濃烈的口感容易有喝醉的失態行為產生。

關鍵字

金門高粱酒 ； 品牌形象 ； 隱喻誘引法

並列摘要

Kinmen Kaoliang Liquor plays an important part in local
alcoholic beverages, about 110 billion in sale every year.
As for consumers, the most distinctive item on local
alcoholic beverages is Kinmen Kaoliang Liquor. Consumers
have positive brand images on this product. However, Kinmen
Kaoliang Liquor is facing some crisis such as brand outdated and the reducing of young consumers.
This study uses ZMET method, and takes images as a
intermedium to explore consumers’ brand image of Kinmen
Kaoliang Liquor. The use of images which provided by
interviewees, combing text and non-verbal language to
elicite their metaphors and concepts. The qualify of the
samples are (1) drinking Kaoliang more than one time every month and (2) used to drinking Kaoliang at Chinese restaurants. By stratified and purposive sampling, 17 interviewees were selected. Age 20-29 were 7 Interviewees; age 30-39 were 5 interviewees and over age 40 were 5 interviewees. Interviews were held in 2011, February last 1.5-2 hours each interview.
The results showed that brand imaged of Kinmen Kaoliang liquor are: Traditional but conservative; Comforting; Man but Old; War impression; Strong taste and Emotional Linkage.

並列關鍵字

Kinmen Kaoliang Liquor ； brand image ； ZMET

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