Research on Sichuan Wine Culture and Brand Communication from the Perspective of Globalization

DOI

10.2991/assehr.k.211025.043How to use a DOI?

Keywords

Sichuan wine brand, Sichuan wine culture, International communication, Brand communication

Abstract

With the acceleration of the process of world economic integration, brand cultural consumption has increasingly become a consumption trend, and brand competition and cultural communication have become new ways and means of competition. It has become an important research topic for Sichuan wine enterprises to participate in international competition and take the road of international development. Based on Sichuan wine culture and brand communication, this paper analyses the development status of Sichuan wine industry and the existing problems of international communication of Sichuan wine brand, and discusses how Sichuan wine enterprises carry out brand communication internationally. And some useful ideas for the “going out” of Sichuan wine enterprises will be provided, so as to help the development of Sichuan wine industry, enhance the brand value and brand influence of Sichuan wine, and help Sichuan wine industry gain a position in the international market.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zijun Yi
AU  - Long Jiang
PY  - 2021
DA  - 2021/10/26
TI  - Research on Sichuan Wine Culture and Brand Communication from the Perspective of Globalization
BT  - Proceedings of the 2nd International Conference on Language, Communication and Culture Studies (ICLCCS 2021)
PB  - Atlantis Press
SP  - 262
EP  - 267
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211025.043
DO  - 10.2991/assehr.k.211025.043
ID  - Yi2021
ER  -