| 摘要: |
| 目的 研究色彩在白酒品牌形象塑造中的应用方式。方法 重点研究白酒品牌形象塑造中的色彩定位， 帮助企业理解色彩定位的重要性以及如何进行色彩定位。结论 白酒企业要想提高对色彩定位的认知， 必须要在了解消费者的色彩倾向以及品牌的偏好关系的基础上， 来对企业品牌的形象进行色彩定位， 这样才能在保有传统文化特色的基础上， 加入自己的个性化元素， 以增强企业品牌形象的辨识度， 这是色彩传播的一大优势。 |
| 关键词: 白酒品牌 形象塑造 色彩 |
| DOI： |
| 分类号:J513 |
| 基金项目: |
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| The Color in the Liquor Brand Image Shaping |
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ZHANG Jing
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Zhongyuan University of Technology，Zhengzhou 450000，China
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| Abstract: |
| It studies the application of color in the liquor brand image shaping. Just focus on the color orientation in the liquor brand image shaping， it help enterprises to understand the importance of color orientation as well as how to locate color. Liquor enterprises should improve the cognition to the color orientation， to understand the consumer tendency of color and the relationship between brand preferences on the basis of the enterprise brand image color， such the ability on the basis of the traditional culture characteristics， to add your own personalized elements and improve the identification of corporate brand image， which is a big advantage for the spread of color. |
| Key words: liquor brand image shaping color |
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