福建工程学院学报
福建工程學院學報
복건공정학원학보
JOURNAL OF FUJIAN UNIVERSITY OF TECHNOLOGY
2015年
2期
146-150
,共5页
文化改良%情感体验%洋品牌月饼%渗透营销
文化改良%情感體驗%洋品牌月餅%滲透營銷
문화개량%정감체험%양품패월병%삼투영소
cultural improvement%emotional experience%foreign brand of mooncakes%infiltration marketing
月饼作为传统中秋节日的象征，是消费者过节送礼必备商品。纵观国内月饼市场营销现状，品牌竞争激烈，其中洋品牌凭借其本土化渗透营销策略渐成时尚消费趋势，深受年轻群体的欢迎。这一方面借助于已有的品牌优势；另一方面，注重文化改良和情感体验是其品牌营销成功的核心与关键。
月餅作為傳統中鞦節日的象徵，是消費者過節送禮必備商品。縱觀國內月餅市場營銷現狀，品牌競爭激烈，其中洋品牌憑藉其本土化滲透營銷策略漸成時尚消費趨勢，深受年輕群體的歡迎。這一方麵藉助于已有的品牌優勢；另一方麵，註重文化改良和情感體驗是其品牌營銷成功的覈心與關鍵。
월병작위전통중추절일적상정，시소비자과절송례필비상품。종관국내월병시장영소현상，품패경쟁격렬，기중양품패빙차기본토화삼투영소책략점성시상소비추세，심수년경군체적환영。저일방면차조우이유적품패우세；령일방면，주중문화개량화정감체험시기품패영소성공적핵심여관건。
Mooncakes,as a symbol of the traditional Chinese mid-autumn festival,is an essential choice of the festival goods for consumers.Fierce brand competition is witnessed in the present do-mestic mooncakes marketing.Some imported /foreign brands are getting popular with the young con-sumer crowds due to their infiltration marketing strategies in the process of domestication.The suc-cess of the imported brands lies in exploiting the brand advantage and priotizing the cultural improve-ment and emotional experience of the brands.
