近几年来,我国白酒生产规模盲目地扩大,及消费者对酒类消费观念的改变,使白酒行业面临严峻的市场局势。各厂家为了在竞争激烈的市场中争得一席之地,纷纷利用广告这一促销手段,而广告确实也不负所望,引导了一波又一波的“广告酒”消费高潮。在白酒销售中,广告为何能充分发挥其作用呢?本文从产品特点、消费观念及消费心理等方面进行了分析。 In recent years, the scale of liquor production in China has been expanded blindly, and consumer perceptions of alcohol consumption have changed, causing the liquor industry to face a severe market situation. In order to compete for a place in the fiercely competitive market, various manufacturers have used advertising as a promotional tool, and the advertisements do not fall short of expectations, leading to wave after wave of “advertising wine” consumer climax. In the sales of liquor, why can advertisement fully play its role? This article analyzes the characteristics of products, consumption concepts and consumer psychology.