白酒业连续几年的“广告大战”至今令人记忆犹新。潮起潮落之后,消费者对铺天盖地,狂轰滥炸式的白酒广告似乎再也不买帐,甚至产生了某种程度的逆反心理。白酒企业的广告宣传开始由无度竞争,盲目随从,走向理智和成熟。但这并不等于说广告宣传已经过时了。我们很难想象一种产品不做任何广告就会成为家喻户晓的名牌。截止目前,我国共评出十七种国家名酒。但就是这十七种国家名酒,其中有个别品牌至今很少有人知道,始终没 The “advertising wars” of the liquor industry for several consecutive years have still been vividly remembered. After the ebb and flow of tidal waves, consumers appear to be overwhelming and advertisements for indiscriminate bombardment of white spirits do not seem to buy out, and even produce a certain degree of rebellious psychology. Liquor companies’ advertising has begun to be driven by excessive competition, blindly following and moving toward rationality and maturity. But this does not mean that advertising has become obsolete. It is hard to imagine that a product would become a household name brand without advertising. Up to now, China has rated 17 kinds of national wines. But these seventeen national wines, of which few brands have been known so far, have never been