论文部分内容阅读
当轰轰烈烈的″90后李宁″品牌传播战役最终遭遇滑铁卢时,给众多的营销人员敲醒了警钟,不禁一问:″你真的懂90后吗?″消费者正在发生改变,对于品牌来说,在如今信息高度碎片化的环境中获得90后这个年轻消费群体的长期关注,并且建立稳定的品牌忠诚度,已经变得越来越困难。正在逐步成长为社会消费主力的90后群体,日益复杂的品牌传播环境,让创建强势品牌的道路越来越难走,也给原有的品牌提出了新的要求,同时也赋予了新的机会。
When the vigorous “90 Li Ning” brand communication campaign finally met Waterloo, many marketers wake up alarm, can not help but ask: “You really understand 90?” Consumers are changing, for the brand , It has become increasingly difficult to secure the long-term focus of the post-90s consumer group in today’s highly fragmented environment and to establish stable brand loyalty. Is gradually growing into the main force of social consumption after 90 groups, the increasingly complex brand communication environment, so that the path to create a strong brand more and more difficult, but also to the original brand made new demands, but also gives new opportunities .