洋品牌月饼的本土化渗透营销

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。

The localized infiltration marketing of foreign/imported brands of mooncakes

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 domestic mooncakes marketing. Some imported/foreign brands are getting popular with the young consumer crowds due to their infiltration marketing strategies in the process of domestication. The success of the imported brands lies in exploiting the brand advantage and priotizing the cultural improvement and emotional experience of the brands.