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酒类产品具有自身产品特性,随着中国酒业企业国际化进程加快,原产地效应在中国酒企的国际市场营销中发挥着越来越重要的作用。本文旨在通过讨论中国酒企国际化中的现状及基于原产地形象的原因分析,提出相关的提升形象策略。
Wine products have their own product features. As the internationalization of Chinese wine companies accelerates, the effect of origin plays an increasingly important role in the international marketing of wine companies in China. The purpose of this paper is to discuss the status quo of the internationalization of Chinese liquor enterprises and the analysis of the reasons for their origin.