整合营销传播视角下白酒类企业广告策略--以江小白广告为例  

Advertising Strategy of Liquor Enterprises from the Perspective of Integrated Marketing Communication--Taking Jiang Xiaobai’s Advertisement as an Example

作　　者：王朗 WANG Lang(Beijing University of Civil Engineering and Architecture,Beijing 100044,China)

机构地区：[1]北京建筑大学,北京100044

出　　处：《北京印刷学院学报》2022年第5期74-78,共5页Journal of Beijing Institute of Graphic Communication

基　　金：四川省社会科学重点研究基地——中国酒史研究中心2019年度资助项目(ZGJS2019-05白酒营销模式创新研究)。

摘　　要：当前,白酒类企业正面临前所未有的挑战。企业转变和改革除了需要生产技术方面的革新与改进外,应积极运用以广告为核心的整合营销传播方式。本文基于整合营销传播理论,对新生代白酒类企业江小白广告进行了考察,从两个方面对白酒类企业广告如何做好整合营销传播的问题展开论述:一方面是江小白广告对产品横向的整合营销传播策略,着重讨论其在系列产品品牌整合方面如何做广告推广;另一方面是纵向的整合营销传播策略,主要探讨江小白如何利用多种媒体平台整合资源,推广品牌。At present, liquor companies are facing unprecedented challenges. In order to change and reform it, in addition to the innovation and improvement of production technology, the integrated marketing communication method with advertising as the core should be actively used. Based on the theory of integrated marketing communication, this paper investigates the advertisements of the new generation of liquor companies, Jiang Xiaobai, and discusses how to do well in integrated marketing communication in the advertisements of liquor companies from two aspects. On the one hand, Jiang Xiaobai’s integrated marketing and communication strategy for products, focusing on how to advertise and promote its brand integration of series products. On the other hand, it is the vertical integrated marketing communication strategy, which mainly discusses how Jiang Xiaobai uses various media platforms to integrate resources and promote the brand.

关 键 词：酒类营销 江小白 广告策略 

分 类 号：F274[经济管理—企业管理]