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是中国人就要喝白酒,是中国人就会祈福;逢年过节必喝酒、送礼、请客、想亲人,这是民俗,二者因为五千年民族的价值取向而不可更改,这是卖酒的基本前提。换句话说,一个白酒品牌要快速上升并永续生存,只能在“文化价值”上做文章,而“文化价值”就意味着一个品牌必须创造出以“民俗”和“文化”为前提的价值取向,并且必须长期一贯诉求。这是消费心态,而“节日、喜事——品牌——消费者”的心理互动正是金六福在“春节回家·金六福酒”、“我有喜事·金六福酒”“中秋团圆·金六福酒”的促销活动中顺应这一消费心态所着力打造的价值。
It is the Chinese people who want to drink white wine and Chinese people will pray. They will drink wine, give gifts, treat customers, and want to be relatives. This is a folk custom. Both can not be changed because of the value orientation of 5,000 years of ethnic groups. The basic premise. In other words, a liquor brand to rise rapidly and survive, can only make a fuss about “cultural value”, and “cultural value” means that a brand must create a “folk” and “culture” as a precondition Value orientation, and must always appeal. This is the consumer mentality, and “holiday, wedding - brand - consumers,” the psychological interaction is JLF in the “Spring Festival home JLF”, “I have a happy event JLF” “Mid-Autumn Festival reunion gold Luk Fook wine ”promotional activities in conformity with the consumer psychology efforts to create value.