[1]魏雪飞.洋品牌月饼的本土化渗透营销[J].福建工程学院学报,2015,13(02):146-150.[doi:10.3969/j.issn.1672-4348.2015.02.009]
　Wei Xuefei.The localized infiltration marketing of foreign/imported brands of mooncakes[J].Journal of FuJian University of Technology,2015,13(02):146-150.[doi:10.3969/j.issn.1672-4348.2015.02.009]
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洋品牌月饼的本土化渗透营销()
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福建工程学院学报[ISSN:2097-3853/CN:35-1351/Z]

卷:
第13卷
期数:
2015年02期
页码:
146-150
栏目:
出版日期:
2015-04-25

文章信息/Info

Title:
The localized infiltration marketing of foreign/imported brands of mooncakes
作者:
魏雪飞
福建工程学院人文学院
Author(s):
Wei Xuefei
School of Humanities, Fujian University of Technology
关键词:
文化改良;  情感体验;  洋品牌月饼;  渗透营销
Keywords:
cultural improvement;  emotional experience;  foreign brand of mooncakes;  infiltration marketing
分类号:
G206.3
DOI:
10.3969/j.issn.1672-4348.2015.02.009
文献标志码:
A
摘要:
月饼作为传统中秋节日的象征，是消费者过节送礼必备商品。纵观国内月饼市场营销现状，品牌竞争激烈，其中洋品牌凭借其本土化渗透营销策略渐成时尚消费趋势，深受年轻群体的欢迎。这一方面借助于已有的品牌优势；另一方面，注重文化改良和情感体验是其品牌营销成功的核心与关键。
Abstract:
Mooncakes, as a symbol of the traditional Chinese midautumn festival, is an essential choice of the festival goods for consumers. Fierce brand competition is witnessed in the present domestic mooncakes marketing. Some imported/foreign brands are getting popular with the young consumer crowds due to their infiltration marketing strategies in the process of domestication. The success of the imported brands lies in exploiting the brand advantage and priotizing the cultural improvement and emotional experience of the brands.

参考文献/References:

[1] 戴博雷克.渗透营销[M]．初研砚,赵锦兰,译．北京：企业管理出版社．2002：2.
[2] 倪宁．广告学教程[M]．北京：中国人民大学出版社．2014：143.
[3] Bernd H. Schmitt．Customer Experience Management [M]．London:Harper Collin UK．2003:10-12.
[4] 刘娟.从节日仪式文化到营销——传播的仪式观视角下的天猫“双十一”狂欢购物节营销[J]．广告大观:理论版，2013（2）：84-90.

更新日期/Last Update: 2015-04-25