民族文化符号对彝族燕麦酒传播的独特价值

The Unique Value of Ethnic Cultural Symbols in the Dissemination of Yi People's Oats Wine

凉山燕麦酒品牌拉唛处于一个发展的平台期,建议从健康元素和民俗风情着手进行传播。彝族的民族文化符号丰富:如文字和语言、民俗风情、酒文化、彝族酒器具文化等。寻找彝族民族文化符号独特价值的利用途径,从形象策略、公关策略、传播策略上寻找切入点。建议拉唛燕麦酒在实践中利用民族文化符号,一方面在外包装上注重民族元素和符号,另一种方式则是选择以礼品酒的方式来打造:最佳礼品、混搭礼品、活动礼品。

Lama wine, the oats wine product from Liangshan, is on a developing platform at present. We suggest that the dissemination of Lama wine should focus on its health elements and folk customs. Yi people has rich ethnic cultural symbols, such as character and language, folk cus-toms, wine culture, and Yi people＆#39;s wine utensil culture etc. The utilization approaches of the unique value of Yi people＆#39;s ethnic cultural sym-bol should be discovered by searching for breakthrough points from image strategy, public relation strategy, and dissemination strategy. Ethnic cultural symbols should be embodied in Lama wine in practice as follows：attaching great importance to ethnic cultural symbols on wine pack-ing, and packaging gift Lama wine including best gift, mixed gift, and activity gift.