论文部分内容阅读
一边是走高端时尚路线的梦龙,一边是走青春纯爱路线的可爱多,还有一边是专攻儿童市场的麦酷狮。进入中国已有20余载的联合利华旗下冰淇淋品牌和路雪,正在率领旗下三大子品牌在中国展开一场品牌营销战。和路雪的整体策略是,以“分享快乐”的品牌理念为主轴,再根据不同目标消费者的需求,建立子品牌的差异化品牌路线,进而在更广泛的范围内赢得消费者。具体而言,梦龙是针对20岁~35岁的办公室白领,品牌沟通更强调生
On the one hand is to take the high-end fashion line dream dragon, on the one hand take the line of youth pure love more lovely, there is one side is specializing in the children’s market, wheat cool lion. More than 20 years since its entry into China, Unilever’s ice cream brand and Lu Xue are now leading their three major sub-brands in a brand marketing campaign in China. The overall strategy of Luoxue and Snow is based on the brand concept of “sharing happiness”, and then establishes the differentiated brand line of sub-brands according to the needs of different target consumers so as to win the consumers in a wider range. Specifically, Dream Dragon is for 20 to 35-year-old office white-collar workers, brand communication more emphasis on students