四川高端白酒企业体验营销的现状及对策

The Problems and Countermeasures of Experiential Marketing in Sichuan High-end Liquor Enterprise

四川拥有众多优质的白酒品牌,白酒产量连续多年在国内保持第一,然而,受塑化剂事件、限制"公款消费"和行业调整等多重因素的影响,2013年高端白酒销量大幅下滑。体验营销是展现白酒独特魅力的重要手段,也将为高端白酒营销带来新的思路,因此,探讨四川高端白酒企业体验营销策略的应用有着重要的价值。

Sichuan province has many high quality brand of liquor, which production keep the first at home for many years. However, restricted by plasticizer event, public consumption, and adjust, the sales of high-end liquor fell sharply in 2013.Experiential marketing is an important means of showing liquor unique charm. It will also bring new marketing ideas for high-end liquor. Therefore, discussing the application of experiential marketing strategy has important values.