There are a lot of brands of RTD alcoholic drinks in Taiwan, among which "Ice Fire" is the most famous. However, "Ice Fire” face fierce competition with increased foreign rivals. Foreign brands with more gorgeous package and various flavors pose a threaten to "Ice Fire". In order to strengthen advantages of Ice fire, we try to allocate new flavors to enhance the willingness of female university students who is the target market to "Ice Fire" to purchase ICE FIRE. The purpose of this marketing research is to understand how new flavor affects the willingness of female university students. Through survey, qualitative interview, and post-control marketing experiment, the result shows that the new flavor of ICE FIRE can increase the willingness of female university students to purchase ICE FIRE.