检索规则说明:AND代表“并且”;OR代表“或者”;NOT代表“不包含”;(注意必须大写,运算符两边需空一格)
检 索 范 例 :范例一: (K=图书馆学 OR K=情报学) AND A=范并思 范例二:J=计算机应用与软件 AND (U=C++ OR U=Basic) NOT M=Visual
作 者:扈珺[1] 阮仕立 范建波 吴强 殷炜琳 刘世松[5] HU Jun;RUAN Shili;FAN Jianbo;WU Qiang;YIN Weilin;LIU Shisong(School of Foreign Languages,Shandong Institute of Business and Technology,Yantai 264000,China;Technology Center,Yantai Changyu Pioneer Wine Co.,Ltd.,Yantai 264000,China;Yantai Grape and Wine Industry Development Service Center,Yantai 264000,China;Yantai Penglai District Grape and Wine Industry Development Service Center,Yantai 265699,China;School of Enology,Binzhou Medical University,Yantai 264000,China)
机构地区:[1]山东工商学院外国语学院,山东烟台264000 [2]烟台张裕葡萄酿酒股份有限公司技术中心,山东烟台264000 [3]烟台市葡萄与葡萄酒产业发展服务中心,山东烟台264000 [4]烟台市蓬莱区葡萄与葡萄酒产业发展服务中心,山东烟台265699 [5]滨州医学院葡萄酒学院,山东烟台264000
出 处:《中外葡萄与葡萄酒》2022年第4期90-94,共5页Sino-Overseas Grapevine & Wine
基 金:山东省社科规划项目(14CGLJ23)。
摘 要:由于超级IP具有原创性、故事性、传播性和话题性等特点,已逐渐成为众多企业开展品牌建设和传播过程中的常用手段。在中国葡萄酒行业,张裕拥有丰富的超级IP资源。作者结合超级IP的特征梳理出烟台张裕公司的超级IP资源类型,并从企业品牌、产品品牌、品牌定位等角度分析了张裕公司对于超级IP资源的深度开发、设计和利用方面的具体做法和相关策略;系统总结了张裕公司在超级IP品牌资源开发和运用领域的典型做法,对国内其他葡萄酒企业开展品牌传播工作具有较好的参考作用和借鉴意义。Super IP has become a common means in the process of brand building and communication for many enterprises because of its originality,story,communication and topicality.In Chinese wine industry,Changyu has abundant super IP resources.Authors sorted out the types of super IP resources of Yantai Changyu company based on the characteristics of super IP,and analyzed the specific practices and related strategies of Changyu company in the in-depth development,design and utilization of super IP resources from the perspectives of enterprise brand,product brand and brand positioning.Further,authors systematically summarized the typical practices of Changyu company in the field of development and application of super IP brand resources,which has a good reference function and significance for other domestic wine companies to carry out brand communication.
正在载入数据...
正在载入数据...
正在载入数据...
正在载入数据...
正在载入数据...
正在载入数据...
正在载入数据...
正在链接到云南高校图书馆文献保障联盟下载...
云南高校图书馆联盟文献共享服务平台 版权所有©
您的IP:18.119.110.206