摘要
齐鲁阿胶历史文化悠久,其阿胶产品被称为中国的滋补养生国宝。阿胶凭借独特的养生良效,在全球市场上赢得了越来越多的认可和欢迎。传播齐鲁阿胶文化,将推进我国中药产业的现代化发展,提高国际竞争力。"一带一路"是齐鲁阿胶文化跨境传播的新机遇,通过对东阿阿胶的品牌文化、品牌宣传方式及营销策略进行综合研究,发现品牌的宣传必须要借助独特的品牌文化形象和强有力的宣传媒体,并提出对齐鲁阿胶文化传播的具体策略,使全球消费者更加轻松并深入地了解齐鲁阿胶文化。
The e jiao culture of qilu has a long history.With its unique health benefits,ejiao has won more and more recognition and welcome in the global market.Spreading qilu e-jiao culture will promote the modernization of China′s traditional Chinese medicine industry and improve its international competitiveness."One Belt And One Road"is a new opportunity for the cross-border communication of qilu e-jiao culture.By the company to establish a brand culture,brand propaganda way and make a comprehensive marketing strategy research,understand the brand propaganda must be with the help of a unique brand culture image and the powerful propaganda media,and puts forward the specific strategies of qilu gelatin culture dissemination,making global consumers more easily and in-depth understand Ejiao gelatin of qilu culture.
作者
刘建超
王树华
Liu Jianchao;Wang Shuhua(School of Public Health and Management,Weifang Medical College,Weifang 261053,China)
出处
《亚太传统医药》
2019年第10期6-8,共3页
Asia-Pacific Traditional Medicine
基金
山东中医药科技发展计划项目(NO:2017-210)
2018年度山东省社会科学普及应用研究项目“新时代齐鲁中医药文化普及读本”
四川医事卫生法治研究中心资助课题(NO:YF17-Y21)
关键词
阿胶文化
传播
品牌文化
Ejiao Culture
Transmission
Brand Culture
