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彩电市场,一线品牌是长虹,康佳,TCL,创维是二线品牌。二线品牌居于夹在中间的尴尬地位,这对品牌塑造有诸多不利。蓝火在创维电视“新一代,新选择”新千年品牌形象整合传播运动成功运作之后(2000年4月一7月),转向以产品推广带动品牌推广的以点带面的策略,接着进行了创维健康电视整合营销传播运动(2000年9月起),对二线品牌的塑造进行了有益的探索。下面是我们对创维健康电视全案策划的扫描:
TV market, the first-line brand is Changhong, Konka, TCL, Skyworth is a second-tier brand. The second-tier brands are in the middle of the awkward position, which has many disadvantages for branding. After the successful operation of the “New Generation, New Choice” brand image integration campaign of the new millennium of Skyworth TV (April-April 2000), Blue Fire switched to a dot-to-face strategy that promotes brand promotion through product promotion, followed by Skyworth Health TV. The Integrated Marketing Communication Campaign (since September 2000) provided a useful exploration of the shaping of second-tier brands. Here is our scan of Skyworth’s health TV plan: