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早在世博会开始前,一大批中国企业把其看作是继奥运营销后又一新的品牌升级和战略扩张的契机,这批队伍中自然包括擅长“主题营销”的家电企业。在世博会即将结束时,回首近五个月的成绩,似乎家电业交出的答卷并不是特别令人满意。一是真正靠世博提升的家电销售量远没有“以旧换新”、“家电下乡”等政策来的带劲,二来除少数家电企业持续以世博主题“大做文章”外,世博给家电厂商带来的影响
As early as before the start of the Expo, a large number of Chinese enterprises regarded it as an opportunity for another brand upgrade and strategic expansion following the Olympic marketing. These teams naturally include those home appliance enterprises who are good at “thematic marketing”. Near the end of the Expo, looking back at the achievements of the past five months, it seems that the response from the home appliance industry is not particularly satisfactory. First, the real increase in appliance sales by the World Expo is far from “trade-in ”, “home appliances to the countryside ” and other policies to the strong, and secondly to a few appliances in addition to a small number of appliances Expo theme Expo to bring the impact of home appliance manufacturers