以葡萄酒文化视角探索葡萄酒市场营销策略  

Marketing strategy exploration of wine market in a cultural perspective

作　　者：杨和财[1] 程晓蓓 

机构地区：[1]西北农林科技大学葡萄酒学院,陕西杨凌712100

出　　处：《中国酿造》2014年第12期163-165,共3页China Brewing

基　　金：陕西省软科学研究计划(2014KRM23);杨凌示范区软科学(2014RKX-03);中央高校基本科研业务费专项资金(2013RWYB22);国家自然科学基金(31000756)

摘　　要：葡萄酒是人类与自然相结合的产物,具有时代性、区域性、开放性、导向性的文化特征。文章从营销特征中分析了文化营销对葡萄酒文化内涵的理解,阐述了产品文化、品牌个性、企业文化与消费者核心文化价值观之间的紧密关系,并提出了葡萄酒产品文化、产区文化、质量文化、消费价值观等文化营销策略,以期培养忠诚葡萄酒消费群体。Wine is the combination product of human and nature.It has cultural characteristics of epochal,regional,open and guidance quality.The understanding of wine culture connotation was analyzed from the characteristics of cultural marketing,and the close relationship of the product culture,brand personality,enterprise culture and consumer core cultural values were stated as well.The wine product culture,region culture,quality culture,consumption values of culture marketing strategy were put forward,in order to educate,cultivate loyal wine consumer groups.

关 键 词：文化营销 葡萄酒产品文化 品牌个性 企业文化 

分 类 号：TS262.6[轻工技术与工程—发酵工程]