数字化时代山西白酒企业品牌提升策略分析研究  

Brand Promotion Strategies of Shanxi Baijiu Enterprises in the Digital Era

作　　者：光媛 GUANG Yuan(Shanxi Technology and Business University,Taiyuan,Shanxi 030006,China)

机构地区：[1]山西工商学院,山西太原030006

出　　处：《酿酒科技》2023年第12期130-134,143,共6页Liquor-Making Science & Technology

基　　金：2022年山西省社会经济统计科研课题项目(项目编号:KY[2022]024)。

摘　　要：山西是我国清香型白酒的发源地和生产大省,其白酒酿造历史悠久,文化底蕴丰厚。随着数字化时代的来临,山西白酒企业的品牌竞争面临新挑战。文章通过分析省内白酒企业的品牌发展现状,提出了相应的品牌提升策略。企业应当以本土文化为特点拓展品牌影响力;以产品整合为起点提升品牌竞争力;以客户满意为终点丰富品牌体验;以渠道建设为重点提升品牌沟通效率。Shanxi is the birthplace and major production province of Qingxiang Baijiu,and its Baijiu industry has a long history and rich cultural heritage.With the advent of the digital era,the brand competition of Baijiu enterprises in Shanxi is facing new challeng-es.By analyzing the brand development status of Baijiu enterprises in Shanxi,the paper puts forward corresponding brand promotion strategies.Enterprises should expand brand influence based on local culture,improve brand competitiveness based on product integra-tion,enrich brand experience with customers’satisfaction as the target,and focus on channel construction to improve brand communi-cation efficiency.

关 键 词：数字化 白酒企业 品牌 提升策略 

分 类 号：TS262.3[轻工技术与工程—发酵工程] F27[轻工技术与工程—食品科学与工程]