贵系与川系高端白酒广告策略对比研究.docxVIP

湖南商学院毕业 论 文题 目贵系与川系高端白酒广告策略对比研究学生姓名高 汉学 号130520013学 院文学与新闻传播学院专业班级广告1301指导教师陈杏娟职 称讲师2017年5月湖南商学院本科毕业论文诚信声明?本人郑重声明：所呈交的本科毕业论文 《贵系与川系高端白酒广告策略对比研究》是本人在指导老师的指导下，独立进行研究工作所取得的成果，成果不存在知识产权争议，除文中已经注明引用的内容外，本论文（设计）不含任何其他个人或集体已经发表或撰写过的作品成果。对本文的研究做出重要贡献的个人和集体均已在文中以明确方标明。本人完全意识到本声明的法律结果由本人承担。作者签名：日期：年月日?内容摘要由于“三公消费”、禁酒令以及人们对健康的关注越来越高，我国高端白酒品牌遭到当头棒喝，销量大幅下滑，高端白酒行业陷入低谷。为走出此困境，贵系与川系高端白酒品牌需要顺应行业的发展，紧扣自身品牌文化，选择合适的广告策略来谋求出路。本文通过对贵系与川系高端白酒广告策略的比较，包括其广告定位、广告诉求、广告表现以及媒介选择的差异化，发现造成两地高端白酒广告策略不同的原因以及不足，最后结合其广告策略中的可取之处，为我国高端白酒提出三种广告策略，从而使两地高端白酒广告的实用性与影响力有本质的提升，使中国高端白酒能够发展的更为繁荣。关键词高端白酒；白酒广告；广告策略ABSTRACTBecause of the Official business expenses, the prohibition has the health concerns more and more high, Chinas high-end liquor brands suffered a blow and a shout, a substantial decline in sales, the high-end liquor industry slump. Located in Guizhou, at the junction of Sichuan, Moutai, Wuliangye, Jiannanchun breeds and other high-end liquor brands of liquor by the Chinese Golden Triangle region impact is particularly evident. In order to get out of this dilemma, your department and Sichuan Department of high-end liquor brands need to adapt to the development of the industry, closely linked to their brand culture, choose the appropriate advertising strategy to find a way out. Through the comparison of your department and the Department of Sichuan high-end liquor advertising strategies, including differences in their advertising positioning, advertising appeals, advertising and media choice, find the cause of two high-end liquor advertising strategies for different reasons and problems, finally, the advertising strategy of merit in advertising professional and personal learning experience and put forward three kinds of advertising strategy for high-end liquor in China, so that the practicability and the influence of the two high-end liquor advertising is essentially improved, the Chinese high-end liquor can develop the more prosperous.KEY WORDSHigh end liquor; advertising strategy; co