以音乐为驱动推动百威啤酒市场开拓的相关研究

Music-Driven Market Extension of Budweiser

在开辟中国市场的过程中,百威啤酒为了更好地适应中国市场和中国消费者的消费习惯,创新性的借助音乐进行市场开拓,音乐的艺术性赋予了百威啤酒独特的销售理念,有效地提升了百威啤酒在中国消费者群体中的认知度和中国啤酒市场的占有率。本文通过对音乐在百威啤酒市场开拓中的运用方式、作用和效果进行研究,希望可以借鉴百威啤酒音乐营销的成功经验,为中国酒营销方式的多样性提供参考。

Budweiser,as one of the many imported beer brands in China,depending on its effective music-driven approaches,adapts itself to local market environment and local consumers’habits,improves consumers’recognition of the brand,and further takes more market share successfully.In this paper,the music-driven approaches of Budweiser and their effects were analyzed,so as to provide variety for the marketing of Chinese alcohol products.HUANG Xiaoli(Trans.)