CAJ | 학술논문

在新媒体时代，川酒品牌传统的营销传播模式已暴露出种种弊端。面对外部环境的变化，川酒品牌是否应当转变营销思维，倡导一种更有效、更精确的传播形式和更人性化的营销策略，微博作为新媒体时代的典型应用，符合网络的传播方式和互动精神，改变了信息分享和传播的机制，备受用户亲睐，成为最炙手可热的传播媒介。微博营销，为川酒品牌营销方式的突围创造了可能，带来了川酒品牌积累品牌信任、建立品牌关系、开展品牌互动和维护品牌口碑的新营销方式。
재신매체시대，천주품패전통적영소전파모식이폭로출충충폐단。면대외부배경적변화，천주품패시부응당전변영소사유，창도일충경유효、경정학적전파형식화경인성화적영소책략，미박작위신매체시대적전형응용，부합망락적전파방식화호동정신，개변료신식분향화전파적궤제，비수용호친래，성위최자수가열적전파매개。미박영소，위천주품패영소방식적돌위창조료가능，대래료천주품패적루품패신임、건립품패관계、개전품패호동화유호품패구비적신영소방식。
In new media times, the traditional marketing communication mode of Sichuan liquor brands has exposed shortcomings. Facing the change of the external environment, promoting the Sichuan liquor brand should change the mar-keting mind and adopt a more effective and accurate communication mode and more humanized marketing strategy. As a typical practice in new media times, microblog accords with the communication mode and interactive spirit of network, this has changed the traditional information sharing and dissemination mechanism. Microblog is very popular with the users, and has become the hottest medium. Microblog marketing provides the possibility for Sichuan liquor brands to break the marketing communication mode, and it brings a new marketing communication mode to accumulate clients＇ trust in the brands, build brand relationship, carry out brand interaction, and maintain brand reputation.