摘要
在酒类行业市场竞争日益激烈的时代,辽宁三沟酒业面临着难得的发展机遇与挑战,企业要生存和发展,必须打造特色文化品牌。基于文化视角,就三沟酒业品牌文化定位内涵与功能、三沟酒业品牌文化的特色进行了归纳分析。提出坚持顶层设计,创新品牌文化;提高产品质量,扩大品牌效应;加大宣传力度,拓展营销推广;挖掘文化内涵,提升品牌品位的建议,以期为三沟酒业及其他白酒企业品牌文化建设提供参考。
In the era of increasingly fierce market competition in liquor industry, Liaoning Sangou Liquor industry is facing rare opportunities and challenges for development. To survive and develop, enterprises must create distinctive cultural brands. Based on the cultural perspective, the connotation and function of Sangou liquor brand culture positioning and the characteristics of Sangou liquor brand culture were summarized and analyzed. The suggestions of insisting on top-level design, innovating brand culture, improving product quality and expanding brand effect, intensifying propaganda, expanding marketing promotion, excavating cultural connotation and upgrading brand taste are put forward in order to provide reference for brand culture construction of Sangou Liquor Industry.
作者
李明宇
LI Mingyu(School of Business Administration,Liaoning Technical University,Fuxin 123000,China)
出处
《辽宁工程技术大学学报（社会科学版）》
2018年第5期385-390,共6页
Journal of Liaoning Technical University(Social Science Edition)
基金
辽宁省社科规划基金(L18BZS001)
辽宁省社科联项目(2019lslktyj-080)
关键词
三沟酒业
品牌
文化视角
品牌效应
文化创新
Sangou Liquor Industry
brand
cultural perspective
brand effect
cultural innovation
作者简介
李明宇(1974-),男,辽宁阜新人,博士,主要从事决策理论与方法等方面的研究。
