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酒香也怕巷子深,再香的酒也要更多人的品尝才能体现其价值。为了塑造并推广品牌,各个酒企各显其能。或打出文化牌以历史悠久取胜,或依托强大的销售渠道称王。而从公关视角来看,公共关系不仅有利于酒企塑造有别于竞争对手的公众形象,获得消费者认同;还有利于建立良好的上下层关系,为品牌推广消除障碍,避免陷入危机。此外,公共关系还有利于增加营销势能,获取营销的胜利。本期策划试图通过一些酒企的成功案例,分析公共关系在酒企品牌塑造和推广中的力量。
Alcohol is also afraid of the alley deep, then incense wine but also more people to taste in order to reflect its value. In order to shape and promote the brand, each wine business each show its ability. Or play a cultural license to win a historic, or relying on a strong sales channel king. From a public relations point of view, public relations not only help Jiuqi create a public image that is different from competitors, gain consumer acceptance, but also help to establish a good relationship between the upper and lower levels, eliminate obstacles for branding and avoid crisis. In addition, public relations also help to increase marketing potential and gain marketing success. This issue plans to attempt to analyze the strength of public relations in the branding and promotion of wine brands through the successful cases of some wine companies.