冰淇淋已经由夏天防暑降温产品逐步转变为春夏秋冬四季全天候的消费品,受到各阶层消费者的欢迎。从目前市场来看,除了雀巢、和路雪等知名品牌外,本土品牌中蒙牛、伊利领跑,其他品牌紧跟其后。本文主要研究本土三个品牌的定价方式和广告策略。 Ice cream has gradually transformed from a sunstroke preventing summer cooling product into an all-weather spring, autumn, winter and winter consumer product, which has been well received by consumers from all walks of life. From the current market point of view, in addition to Nestle, and snow and other well-known brands, the local brand Mengniu, Yili lead, followed by other brands. This article mainly studies the local three brands of pricing and advertising strategy.