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在中国企业依旧狂热地追逐“央视标王”的烧钱游戏时,在西方,营销人越发津津乐道的是,如何“以小博大”。花费高昂的传统大众媒介遭到冷落,取而代之的是我们生活中的细节成为了传播的载体,一条废旧的拖船摇身成为品牌传播的路径;装饰着产品 LOGO 的三轮脚踏车从你身边驶过,友善的车夫邀请你乘车游览市容;一对情侣请你帮忙用最新款的手机照相,其实他们是手机厂家雇用的临时演员……这就是游击营销。游击营销战术,以前是中小企业在营销经费有限时“以小博大”的法宝,现在,则受到宝洁、卡夫等跨国企业越来越多的青睐;游击营销的目标受众,以前主要倚重年轻、时髦、外向的都市街头人群,现在则开始向主流市场和中小城市扩散。对于那些受到限制而不能从事大众广告和商业赞助的烟草等行业来说,企业已经将游击营销
In the Chinese business is still fanatical pursuit of “CCTV Standard King” burning game, in the West, marketing people more talked about is how . The costly tradition of the mass media has been left out, replaced by the details of our life has become a carrier of communication, a waste towing boat transformed into a brand communication path; decorated with product LOGO three-wheeled bike passing by, Friendly coachman invites you to visit the city by car; a couple please help you with the latest cell phone camera, in fact, they are cell phone manufacturers hire extras ... This is guerrilla marketing. Guerrilla marketing tactics used to be a magic weapon for SMEs with limited marketing expenses. Now they are increasingly favored by multinational corporations like Procter & Gamble, Kraft, etc. The target audiences for guerrilla marketing have relied heavily on Young, trendy, outgoing urban street groups are now beginning to spread to mainstream markets and small and medium-sized cities. For those industries that are restricted from engaging in mass advertising and commercial sponsorship of tobacco, companies have put guerrilla marketing