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2021-04期

体验式营销背景下传统黄酒品牌形象重塑与推广研究

单位:浙江工商大学     作者:邵恺晔,张世月     来源:工业设计杂志     时间:2021-04-26

摘 要:随着营销模式的不断演化,体验式营销已成为一个品牌发展的新阵线,越来越多的品牌开始制定新的发展战略以适应市场变化。本文通过分析传统黄酒品牌个性形象缺失、符号形象单薄、认知形象固化等现存问题,提出了体验式营销背景下传统黄酒品牌形象重塑与推广的意义,并针对如何运用体验式营销策略帮助黄酒品牌树立新形象,进行了理论探讨和方法研究,最后提出了基于品牌个性形象的体验式发展策略。通过本文的研究,以期为传统黄酒品牌形象的重塑与推广提供一定意义的借鉴。

关键词:体验式营销;黄酒品牌形象;重塑;推广


中图分类号:J524 文献标识码:A

文章编码:1672-7053(2021)04-0086-02


Abstract:With the continuous evolution of marketing model, experiential marketing has become a new front for brand development. More and more brands begin to develop new development strategies to adapt to market changes. In this paper, by analyzing the lack of traditional yellow rice wine brand personality image, symbol image thin, cognitive image existing problems, such as curing, puts forward the experiential marketing under the background of traditional yellow rice wine brand image reshaping and extension of meaning, and how to use the experiential marketing strategy help rice wine brand set up the new image, discussed theory and method of research, finally puts forward the development strategy based on the experience of brand personality image. Through the study of this paper, it is expected to provide some reference for the reconstruction and promotion of traditional yellow rice wine brand image.

Key Words:Experiential marketing; Yellow rice wine brand image; Reconstruction; Promotion