洋品牌月饼的本土化渗透营销

The localized infiltration marketing of foreign / imported brands of mooncakes

月饼作为传统中秋节日的象征,是消费者过节送礼必备商品。纵观国内月饼市场营销现状,品牌竞争激烈,其中洋品牌凭借其本土化渗透营销策略渐成时尚消费趋势,深受年轻群体的欢迎。这一方面借助于已有的品牌优势;另一方面,注重文化改良和情感体验是其品牌营销成功的核心与关键。

Mooncakes,as a symbol of the traditional Chinese mid-autumn festival,is an essential choice of the festival goods for consumers.Fierce brand competition is witnessed in the present do-mestic mooncakes marketing.Some imported /foreign brands are getting popular with the young con-sumer crowds due to their infiltration marketing strategies in the process of domestication.The suc-cess of the imported brands lies in exploiting the brand advantage and priotizing the cultural improve-ment and emotional experience of the brands.