社交媒体背景下的精酿啤酒与扬州美食整合营销探析  

Research on Integrated Marketing of Craft Beer and Yangzhou Cuisine in the Context of Social Media

作　　者：王兆成[1] WANG Zhaocheng(Yangzhou Polytechnic College,Yangzhou 225009,Jiangsu,China)

机构地区：[1]扬州市职业大学,江苏扬州225009

出　　处：《酿酒》2022年第4期42-45,共4页Liquor Making

基　　金：江苏省高职院校青年教师企业实践培训项目资助(2022);江苏省高校哲学社会科学研究一般项目(2020SJA2001);扬州市职业大学优秀青年骨干教师培养资助项目(201912);。

摘　　要：随着网络技术和新媒体的迅猛发展,社交媒体背景下的美食消费面临新趋势、新潮流。精酿啤酒近年来也发展迅猛,成为高端啤酒潮流、趋势以及风口,但精酿啤酒的普及程度与覆盖范围较低,消费者认知度低。美酒配佳肴,精酿啤酒与美食整合营销具有必要性和可行性,扬州作为“世界美食之都”,精酿啤酒与扬州美食可以协同开发,扩大宣传营销力度,提高精酿啤酒的认知度和普及度。With the rapid development of network technology and new media,food consumption under the background of social media face new trends.In recent years,craft beer has also developed rapidly,which stands the trend and outlet of high-end beer.However,the popularity and coverage of craft beer are low,and the consumer recognition is low.It is necessary and feasible to combine fine wine with fine food and integrated marketing of craft beer and fine food.As Yangzhou is the"capital of world cuisine",craft beer and Yangzhou cuisine can be jointly developed to expand publicity and improve the awareness and popularity of craft beer.

关 键 词：整合营销 社交媒体 精酿啤酒 扬州美食 

分 类 号：TS262.5[轻工技术与工程—发酵工程] TS971[轻工技术与工程—食品科学与工程]