白酒类中华老字号的海外网络传播力分析

Online Communication Capabilities Overseas of Time-honored Chinese Liquor Brands

在“走出去”战略与“一带一路”倡议的背景下,中华老字号品牌增强其海外认可度成为时下之需。老字号可以搭互联网的“便车”,扩展海外传播力。选取白酒类中华老字号,对其海外网络传播力进行量化研究,得出78家白酒类老字号海外网络传播力的排行榜,并分析了排名高的品牌的海外网络营销做法的可取之处。研究发现,白酒类中华老字号的海外网络传播力总体并不尽如人意。研究对白酒企业“走出去”有积极的借鉴意义。

The Belt and Road Initiative and the"go global"strategy suggest that now it's high time for time-honored Chinese brands to gain more popularity in markets overseas.The brands can now take advantage of the Internet to be better known in the global market.The research takes time-honored Chinese liquor brands as examples,and employs quantitative methods to get a ranking list of those 78 brands,which are ranked according to their online communication capabilities overseas.Tips are given to improve the brand's online communication capabilities as experience can be drawn from those who have done a good job.The research finds that the overall situation is not satisfying.The paper establishes dimensions and indicators to measure the online communication capabilities of time-honored Chinese liquor brands,and plays a positive role in the going global cause of Chinese liquor brands.