摘要
社会现在已进入了“体验经济时代”,即“生感时代”,也即追求感情生活的时代。人们的消费正从有形的消费品转向“花钱买体验”,以达到被尊重和实现自我的需要。在体验经济时代,应从市场战略高度去理解白酒消费,对白酒质量的要求更高,内涵更丰富。1.酒的内在质量的要求。质量是产品的基础,这一点任何时候都不会改变。白酒消费趋势为:淡雅优美,醇爽舒适,谐调自然,给人以美的享受。2.酒的包装质量。包装要以“形”符“实”,要从视觉上到思想上给人以巨大的冲击。3.酒的文化质量。对酒的文化理念的设计、产品的宣传要有“卖点”的想像力。(陶然)
The society has marched into the new era of“Spiritual Satisfaction”,namely,a living pattern of the pursuit of spiritual sat-isfaction.In the past,consumers focused on tangible commodities.However,consumers preferred to obtain a sense of esteem and a sense of self-realization from the commodities today.Therefore,relative changes are required for liquors in both the extrinsic quality and the inherent quality as follows :1.liquor quality.Quality is the essential for the product and the theory would never change.Liquor taste is tending to be more elegant and harmonious,which presents consumers spiritual feast;2.liquor packing.Liquor packing should perfectly symbolize the liquor and shock the consumers visually and mentally;3.cultural background of liquors.The design of cultural background of liquors and the market promotion of liquors should produce sparkles through proper imagination to consumers.(Tran.by YUE Yang)
出处
《酿酒科技》
2003年第6期26-27,共2页
Liquor-Making Science & Technology
