论文部分内容阅读
在福建晋江的大街上,随处可见的广告牌上到处都是明星的身影,晋江市就好像一个明星城。在这些明星荟萃的背后,站立的更是一个个实力初具的品牌企业。1400个形象代言人意味着至少上千家企业为品牌拿出巨资,为什么晋江的企业在品牌上如此不惜代价呢?1999年,安踏老总丁志忠提出一个大胆的建议,请孔令辉做“安踏”的形象代言人。很多人想不通,一年要花80万,是不是不划算?丁志忠问大家一个问题:知道世界冠军孔令辉的人多呢,还是认识“安踏”的多?和孔令辉签完两年的合约,丁志忠拿出500万投放广告。而当时“安踏”上半年的利润才600多万,如果失败意味着半年就白干
In the streets of Jinjiang in Fujian, billboards everywhere are the stars on the figure, Jinjiang City is like a star city. Behind these celebrities galaxy, standing is a strength of the brand business. 1400 spokesmen for the image means that at least thousands of companies took huge amounts of money for the brand, why Jinjiang enterprises so costly at the brand? In 1999, Anta CEO Ding Zhizhong made a bold proposal, please Kong Linghui to do “Anta ” Spokesperson. Many people can not figure it out, spend 800,000 a year, is not it worthwhile? Ding Zhizhong asked everybody a question: Do you know the world champion Kong Linghui more people, or know more than “Anta” and Kong Linghui signed a two-year contract , Ding Zhizhong come up with 5 million advertising. At that time, “Anta” first half of the profit of more than 600 million, if the failure means that half a year on the white dry