媒体融合背景下葡萄酒品牌塑造与传播机制分析  

Analysis of Wine Brand Building and Communication Mechanism under Background of Media Convergence

作　　者：杨珩[1] 姜玲 YANG Heng;JIANG Ling(School of Finance and Economics,Guangzhou Vocational College of Technology and Business,Guangzhou 511442,China;Linyi Hedong District People's Government Jiuqu Sub-District Office,Linyi 276034,China)

机构地区：[1]广州科技贸易职业学院财经学院,广东广州511442 [2]临沂市河东区人民政府九曲街道办事处,山东临沂276034

出　　处：《中外葡萄与葡萄酒》2022年第1期81-85,共5页Sino-Overseas Grapevine & Wine

基　　金：广东省教育厅高校科研平台和项目青年创新人才类项目(2019GWQNCX103)。

摘　　要：良好的品牌定位与传播模式有助于促进葡萄酒产业健康良性发展。在媒体融合背景下,要以葡萄酒产品的品牌定位为基础,借助融媒体优势,探寻葡萄酒品牌塑造与传播的新局面。本文通过分析融媒体背景下葡萄酒产业的品牌传播环境,从坚持受众导向、突出产品个性、确定品牌定位和制定合理的品牌战略等视角分析葡萄酒品牌的塑造方案,并从建设品牌传播“融合”机制、搭建品牌传播“融媒体”矩阵、营造品牌传播“融合”空间和增强品牌传播“融合”效能等角度提出葡萄酒品牌传播模式,以更好适应当前葡萄酒产业品牌与品质提升的发展要求。提出葡萄酒品牌塑造方案及传播模式,更好适应当前葡萄酒产业的发展要求。Good brand positioning and communication mode can help to promote healthy development of wine industry.Under the background of media convergence,it is necessary to explore a new situation of wine brand building and communication based on the brand positioning of wine products and the advantages of media convergence.This paper analyzed systematically the wine brand building scheme from the perspectives of adhering to audience orientation,highlighting product personality,determining brand positioning and formulating reasonable brand strategy,put forward the wine brand communication mode from the perspectives of building the"integration"mechanism of brand communication,building the"integration media"matrix of brand communication,creating the"integration"space of brand communication and enhancing the"integration"efficiency of brand communication,so as to better adapt to the development requirements of the current wine industry.

关 键 词：媒体融合 葡萄酒 品牌塑造 传播机制 

分 类 号：TS262.61[轻工技术与工程—发酵工程]