Research on international communication strategies of Baijiu culture merging city brand based on 5W model

There is a long way to go for the internationalization of Chinese Baijiu. "City brand" brings new opportunities for the internationalization development of Chinese Baijiu. A city's characteristic culture is the source of water and the foundation of wood for the city's development. It is of great significance to enhance the international influence of Baijiu culture by city brand. Based on 5W classic communication model, taking Luzhou, a Chinese liquor city in China, as an example, the realistic dilemma of the internationalization development process of Chinese Baijiu culture was analyzed by field investigation, interview with foreigners at the Alcoholic Drinks Expo. The international communication mechanism and strategies of Baijiu culture merging city brand was discussed, and the city brand was entrusted with a new mission of international communication of Baijiu culture under the new development pattern.