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在产品、渠道甚至运作模式都高度同质化的白酒行业,差异化的品牌文化成为企业关键的核心竞争力。如何使白酒文化深入消费者心智?观察现今的白酒行业,除一些高端酒,譬如茅台、泸州老窖等,拥有历史悠久的文化和强大的品牌力外,其他众多白酒品牌都在做表面文化,为了文化而文化的现象尤其严重。企业生搬硬套地给消费者灌输文化,但是却没有让消费者深刻体验到品牌的特点,所谓文化并没
In the liquor industry where products, channels and even operation modes are highly homogeneous, the differentiated brand culture has become the key core competitiveness of enterprises. How to make liquor culture deep into consumers’ mind? To observe the current liquor industry, in addition to some high-end liquor, such as Maotai, Luzhou and other old, with a long history of culture and strong brand power, many other liquor brands are doing surface culture, Cultural and cultural phenomena are particularly serious. Busy enterprises to instill culture to consumers, but did not allow consumers to deeply experience the characteristics of the brand, the so-called culture did not