摘要
视觉消费时代,白酒企业为了挖掘消费市场、培养新生代消费力量,在营销模式和设计策略方面做出了大胆创新。通过对市场上年轻消费群体推崇的小瓶装白酒的营销模式和销售业绩进行调研,以分类研究的方式,将这些白酒企业的营销模式细分为都市白领的圈层营销、健康饮酒的低度酒营销和小酌怡情的时尚群体营销三种类型。此外,白酒在包装设计上还采用了文案介入、插图点靓和结构优化等创新设计策略,引领白酒进入年轻、时尚、前卫的消费潮流中。
In the era of visual consumption,Chinese Baijiu companies have made bold innovations in marketing models and design strategies in order to tap the consumer market and develop a new generation of consumers.Through the classified researches on the marketing models and sales performance of small bottled Chinese Baijiu that young consumers prefer,the marketing models of baijiu companies can be subdivided into three kinds:urban-white-collar-targeted circle marketing,low alcohol baijiu marketing by putting forward the idea of drinking in moderation,and fashionista-oriented marketing.In addition,innovative design strategies are adopted for baijiu such as creative copywriting,elaborate illustration and attractive look,gaining favor of avant-garde young consumers.
作者
刘文忠
周梦辉
LIU Wenzhong;ZHOU Menghui
出处
《创意设计源》
2022年第1期4-10,共7页
Idea & Design
基金
2021年度河南省哲学社会科学规划项目“乡村振兴背景下乡村品牌形象的共建共享机制研究”(项目编号:2021BYS039)阶段性研究成果
关键词
视觉消费时代
白酒包装
营销模式
设计策略
the era of visual consumption
baijiu packaging
marketing model
design strategy
