基于符号消费视角的中华老字号符号营销策略——以红星二锅头为例

The Symbolic Marketing Strategy of Chinese Time-Honored Brand Based on Symbolic Consumption——Taking Red Star Erguotou as an Example

当今社会符号消费日益突出,要求现代企业从符号消费的角度整合品牌营销策略。符号营销将成为中华老字号企业营销的新利器。中华老字号"红星二锅头"通过符号营销获得了巨大成功,值得其他中华老字号企业学习和借鉴。

Nowadays, symbolic consumption is increasingly prominent, which objectively requires modern enterprises integrate the marketing strategy of brand from the angle of symbolic consumption. Symbolic marketing strategy will become a new tool to market Chinese time -honored brand. Red Star Erguotou, one of the Chinese time - honored brands, leads a great success by adopting symbolic marketing strategy, which is worth for other Chinese time -honored brands learning from.