绍兴黄酒企业品牌形象传播研究——以古越龙山为例

Research on Shaoxing Rice Wine Enterprise Brand Image Transmission——Taking Guyue Longshan as an Example

绍兴黄酒是中国黄酒的杰出代表之一,其酿造技艺被列为第一批国家级非物质文化遗产。文章以古越龙山黄酒品牌形象传播为例作分析,提出加强企业整合营销传播,凝练品牌核心传播语,注重传统与新媒体组合,利用文化创意扩大消费群,不断提升古越龙山品牌的影响力,促进古越龙山品牌的创新发展。

Shaoxing rice wine whose brewing skills is listed as the first batch of national intangible cultural heritage is one of the outstanding representatives of Chinese rice wine.The paper analyzes the brand image transmission of Guyue Longshan rice wine and comes to a conclusion that strengthening the integrated marketing transmission of enterprises,refining brand core slogan words,focusing on the combination of traditional and new mass media and taking full use of cultural and creative methods to expand consumer group would continuously enhance the influence of Guyue Longshan brand and would promote its innovative development.