从今世缘的成功谈白酒行业的文化营销

Discussion on Cultural Marketing in Liquor-making Industry Based on the Success of Jinshiyuan

在产品同质化、消费个性化的当代,我国白酒市场的竞争日益激烈,作为"文化酒"代表之一的今世缘酒业以其全新的营销理念——文化营销,成功地撬动了中国的白酒市场。今世缘文化营销的成功,对于深陷产品同质化、营销雷同化困境的白酒行业来说,提供了很好的营销思路。基于白酒行业开展文化营销的背景,分析了今世缘的文化营销成功经验,提出了白酒行业如何实施文化营销。

The contradictions between liquor product homogeneity and individualized consumption lead to increasingly serious liquor market competition in China. Jinshiyuan, as the representative of culture liquor, has successfully held satisfactory market share by means of its new mar- keting concept-cultural marketing. The success of Jinshiyuan has provided useful reference for other liquor-making enterprises in trouble. In this paper, the backgrounds on cultural marketing in liquor-making industry were introduced, the successful experience in cultural marketing of Jin- shiyuan was analyzed, and some cultural marketing approaches for liquor-making enterprises were put forward. （Tran. by YUE Yang）