CAJ | 학술논문

随着新媒体时代的到来，传统媒体营销方式受到极大冲击，白酒企业欲寻求海外市场的拓展必须思考新的传播方式，而酒文化是华夏文明的重要组成成分，在向国际市场推出白酒产品的时候正是弘扬白酒优秀文化，传播中国文化的大好时机。白酒的国际化传播在推出白酒产品“微内容”的时候结合对中国文化的介绍，采用文化营销微传播的方式，无论是对贸易还是文化传播都不无裨益。
수착신매체시대적도래，전통매체영소방식수도겁대충격，백주기업욕심구해외시장적탁전필수사고신적전파방식，이주문화시화하문명적중요조성성분，재향국제시장추출백주산품적시후정시홍양백주우수문화，전파중국문화적대호시궤。백주적국제화전파재추출백주산품“미내용”적시후결합대중국문화적개소，채용문화영소미전파적방식，무론시대무역환시문화전파도불무비익。
With the approaching of the era of new media, the traditional media marketing ways are facing a huge impact, if the liquor enterprises try to seek the development in overseas markets, they have to think about a new marketing way. The wine culture is an important component of Chinese civilization, when the liquor products are introduced to the international markets, it is also a good opportunity to spread the excellent liquor and Chinese culture. It will be beneficial for both trade development and culture spread to use the cultural marketing micro-spread way by combining the Chinese culture with the introduction of the micro-content of liquor products at the same time.