江小白品牌传播策略研究【摘要】品牌在企业市场竞争日益激烈的今天被企业视为一种无形资产和核心竞争力，作为品牌力量重要组成部分的品牌传播被越来越多的企业所重视，而品牌传播策略的抉择影响着企业进行品牌传播的效果。伴随我国市场经济的快速发展和国情政策的变化，白酒企业之间的竞争日益激烈，选择正确的品牌传播策略可以助力企业提升品牌竞争力。本文将以定位“青春小酒”的领军品牌江小白为个例，通过文献分析法，个案研究法等，以品牌学、市场营销学、广告学等多学科角度，运用品牌资产和品牌生命周期等相关品牌学理论，研究江小白品牌传播策略的选择，以及目前江小白品牌传播所遇到的问题，结合江小白本身的品牌定位，品牌形象和品牌文化，对江小白品牌传播策略进行调试，为其他传统白酒行业提升品牌传播策略提供借鉴，也为类似江小白一样具有网红基因的品牌解决品牌传播困境提供一些思路。【关键词】品牌；品牌传播；江小白 Research on Jiang Xiaobai's brand communication strategy[Abstract]As a source of corporate strategic assets and core competitiveness, brands are valued by more and more companies. The choice of brand communication strategy affects the effectiveness of brand communication. With the rapid development of China's market economy and changes in national conditions, the competition among liquor companies is becoming increasingly fierce. Choosing the right brand communication strategy can help companies enhance their brand competitiveness. In this case, through literature analysis, case studies, etc., from a multidisciplinary perspective of brand communication, marketing, advertising, etc., combined with brand equity and brand life cycle and other related brand theories, Jiang Xiaobai ’s brand communication strategy was studied. Selection, as well as the problems encountered by Jiang Xiaobai's current brand communication, combined with Jiang Xiaobai's own brand positioning, brand image and brand culture, debug Jiang Xiaobai's brand communication strategy to provide ...
