摘要
以茅台酒在"一带一路"背景下的文化传播为主题,以其新产品矩阵为切入点,从包装创新设计、跨界合作、数字化传播、品牌升级等角度探讨白酒行业传播的新路径,着重分析茅台酒在"一带一路"市场上的市场表现与品牌影响,并提出应对挑战的新思路和策略调整.
Abstract
This study will focus on Moutai's cultural communication in the context of the Belt and Road,using its new product matrix as an entry point to explore new paths of communication in the liquor industry from the perspectives of packaging innovation and design,cross-border co-operation,digital communication and brand upgrading.This study focus on Moutai's market performance and brand impact in the Belt and Road market,and proposes new ideas and strategic adjustments to meet the challenges.
关键词
新产品矩阵/白酒文化/包装创新设计/品牌升级/文化传播Key words
new product matrix/liquor culture/packaging innovation and design/brand upgrade/cultural communication引用本文复制引用
出版年
2024
NETL
NSTL
万方数据