强势媒体语境下中国白酒产业发展对策研究

How Chinese Liquor-making Industry Gets Along with Strong Media

在过去的一年,由于政策导向、舆论风波等客观原因,使中国白酒发展面临严峻的形势。同时,公众对于白酒的偏见在强势媒体语境下被无限放大、扩散,形成非常不利于行业发展的大环境。根据上述情况,提出以下对策:调整产品结构,形成橄榄形消费结构;引导消费,倡导文明饮酒、健康饮酒、科学饮酒新风尚;政府和行业协会应该也能够担当智猪博弈中的大猪角色,开拓国际市场;品牌固化、文化引领,打造独具特色的商务酒品牌;充分发挥白酒特征,创立白酒金融产品。

In the past year, policy guidance and public opinion guidance was adverse to the development of Chinese liquor-making industry. Meanwhile, public bias on liquor was magnified and scattered by strong media, worsening the environment for the development of liquor-making enterprises. In view of the situations, some advices were put forward as follows： regulation of liquor product structure to form olive-shape consumption structure, proper guidance of liquor consumption and advocating healthy drinking, government and industry association should act the role of pig in boxed pig game and explore the international market, creating business liquor brands through cultural guidance, and making full play of liquor characteristics to create liquor financial products.