白酒的广告文化——白酒文化与竞争力之六

Advertising Culture of Liquor

白酒的品牌文化也来自广告文化的塑造,白酒广告文化经历了消费观念、营销观念、服务观念由不成熟走向成熟的三位一体的发展历程。建立品牌应深挖产品内涵,树立起统帅品牌,作出长远的品牌战略规划,这是品牌的立足之本。酒可作为传统精英文化的代言人,有着丰富的文化资源和独特的文化魅力。广告宣传主题应紧扣品牌文化,合理定位,突出自己的文化优势和发展方向。企业必须挖掘创新出自己独特的文化内涵,发挥整合营销,使自已的品牌更具竞争力。(丹妮)

The advertising culture of liquor would enrich the brand culture of liquor.It had experienced long development process from the immature state to matured state of consumption concept ,marketing theory and service pattern.The creation of a successful brand should base on full utilization of product internal superiority and formulation of long-term brand strategic planning.Liquor,as the spokesman of traditional elite culture,was in possession of abundant cultural resources and distinct cultural charm.The advertising theme should be closely related to brand culture and it should have accurate orientation and present the cultural superiority and the development trend of the product evidently.In addition,liquor-making enterprises should breed its individual brand culture to strength-en the competitiveness of its products.(Tran.by YUE Yang)