山西特产品牌传播战略——山西特产品牌传播研究(之二)

The Communication Strategy of Shanxi Specialty Brand——Studies on the Communication of Shanxi Specialty Brand(II)

品牌传播的内容表达是品牌传播的核心,是品牌主向品牌消费者所传达的与本品相关的信息。山西特产品牌传播的内容、山西特产品牌传播的方式在特色产品传播的各个方面都有着独特之处。在分析其地域特点,文化属性的基础上,提出了山西特产品牌传播的具体方式,客观实在,切实可行,对将山西特产品牌推出山西,走向全国,甚至走向世界具有独到的见解。

The content presentation of the brand communication is the real thing of brand,and is the information associated with the brand communication to consumers. The comprehensively fullest exposition was carried out in this paper from the the aspects of characteristics of products,specialty brand image,and brand culture. Based on this,this paper puts forward some specific ways to the brand communication of Shanxi specialty,which is objective reality,practical,and has unique insights for Shanxi specialty brand towards the nation,and even in the world.