酒精营销格局:酒精行业的规模、结构、战略和公共卫生对策。

David Jernigan, Craig S Ross
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摘要

研究目的本研究的目的是通过描述酒精营销的现状,为减少酒精相关危害的公共卫生工作提供信息。我们回顾了美国国内和全球酒类行业的规模、结构和战略,以及它们的主要营销活动和支出,并总结了公共卫生方面的应对措施:方法:从广告和酒类行业市场调研公司获取原始数据,并通过检索同行评议文献、商业报刊和全球商业贸易在线数据库进行补充:2017 年,全球酒类销售总额超过 1.5 万亿美元。全球酒精饮料生产和营销的控制权集中在少数企业手中。与其他行业相比,生产行业的寡头垄断结构有助于创造每美元投资的高利润,这反过来又为营销支出提供了资金,起到了阻碍其他公司进入的作用。广告支出高,广告范围广。利益相关者营销和企业社会责任运动有助于维持一个有利于酒类营销活动广泛开展的政策环境。最常见的监管对策是酒类行业自律;法定的公共卫生对策近年来进展甚微,落后于行业在数字和社会营销方面的创新:酒精营销在全球范围内广泛存在,是酒精饮料行业的一个结构性要素。鉴于全球与酒精相关的危害程度,应利用全球和地区建议及最佳实践来指导政策制定者对酒精营销进行有效监管。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

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The Alcohol Marketing Landscape: Alcohol Industry Size, Structure, Strategies, and Public Health Responses.

Objective: The purpose of this study is to inform public health efforts to reduce alcohol-related harm by describing the alcohol marketing landscape. We review the size, structure, and strategies of both the U.S. national and global alcohol industries and their principal marketing activities and expenditures and provide a summary of public health responses.

Method: Primary data were obtained from advertising and alcohol industry market research firms and were supplemented by searches of peer-reviewed literature, business press, and online databases on global business and trade.

Results: Worldwide, alcohol sales totaled more than $1.5 trillion in 2017. Control of alcoholic beverage production and marketing is concentrated globally in the hands of a small number of firms. The oligopoly structure of the producing industry helps to generate high profits per dollar invested relative to other industries, which in turn fund marketing expenditures that function as barriers to entry by other firms. Advertising expenditures are high and advertising is widespread. Stakeholder marketing and corporate social responsibility campaigns assist in maintaining a policy environment conducive to extensive alcohol marketing activity. The most common regulatory response has been alcohol industry self-regulation; statutory public health responses have made little progress in recent years and have lagged behind industry innovation in digital and social marketing.

Conclusions: Alcohol marketing is widespread globally and a structural element of the alcoholic beverage industry. Given the level of alcohol-related harm worldwide, global and regional recommendations and best practices should be used to guide policy makers in effective regulation of alcohol marketing.

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来源期刊
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5.30
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Youth Cognitive Responses to Alcohol Promotional Messaging: A Systematic Review. Alcohol Marketing and Adolescent and Young Adult Alcohol Use Behaviors: A Systematic Review of Cross-Sectional Studies. Exposure to Digital Alcohol Marketing and Alcohol Use: A Systematic Review. A Neurobiological Model of Alcohol Marketing Effects on Underage Drinking. Psychological Processes Underlying Effects of Alcohol Marketing on Youth Drinking.
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