论文部分内容阅读
营销者说如今“代言式OTC广告营销”渐失市场,历经多年品牌积淀的医药品牌要善于凭借过硬产品品质重树市场地位。摒弃纯粹以功效为诉求的传统营销手段,借助公益营销、内容营销等聚焦情感诉求的方式,与消费者共鸣。太龙药业作为老牌药企,2014年以前一直沿用硬广等传统营销模式。随着双黄连口服液广告片(曾志伟版)的停播,品牌在行业的影响力逐渐弱化,亟须通过新的营销模式将“太浓”主题延续下去,唤起消费者品牌记忆。结合时下微营销特点,我
Marketers say that nowadays “endorsement-style OTC advertising marketing” is losing its market. After years of brand building, the pharmaceutical brand should be good at restoring market position with excellent product quality. Abandon the traditional function of marketing as the pursuit of pure marketing tools, with public welfare marketing, content marketing and other emotional focus appeal approach, resonate with consumers. Tai Long medicine as a veteran drug companies, 2014 has been followed by hard-wide traditional marketing model. With the shuanghuanglian oral solution commercials (Ericsson version) stop broadcasting, brand influence in the industry gradually weakened, it is imperative that the new marketing model will be “too strong ” theme continues, evoking the brand memory of consumers. Combined with the current micro-marketing features, I