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.
new product matrixliquor culturepackaging innovation and designbrand upgradecultural communication
NETL
NSTL
万方数据
