白酒企业国际市场文化营销“微传播”策略研究

The Study of the Micro-spread Strategy of the International Cultural Marketing for the Liquor Enterprises

随着新媒体时代的到来,传统媒体营销方式受到极大冲击,白酒企业欲寻求海外市场的拓展必须思考新的传播方式,而酒文化是华夏文明的重要组成成分,在向国际市场推出白酒产品的时候正是弘扬白酒优秀文化,传播中国文化的大好时机。白酒的国际化传播在推出白酒产品"微内容"的时候结合对中国文化的介绍,采用文化营销微传播的方式,无论是对贸易还是文化传播都不无裨益。

With the approaching of the era of new media, the traditional media marketing ways are facing a huge impact, if the liquor enterprises try to seek the development in overseas markets, they have to think about a new marketing way. The wine culture is an important component of Chinese civilization, when the liquor products are introduced to the international markets, it is also a good opportunity to spread the excellent liquor and Chinese culture. It will be beneficial for both trade development and culture spread to use the cultural marketing micro-spread way by combining the Chinese culture with the introduction of the micro-content of liquor products at the same time.