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从1997年海尔提出“海尔,中国造”取得巨大成功开始,国字头营销开始进入中国营销人的视野。当时,国外的品牌很强大,中国品牌缺少自信,消费者对中国品牌也缺少信心。海尔喊出这个口号是一种自信的表现,要代表中国走向世界,在世界上海尔的标签就是中国。接下来,“中国凉茶和其正”、“中国年,送瑞年”、“神采飞扬中国郎”、“国窖1573,中国品味”等品牌传播定位,通过挖掘中国文化并将之高度提炼,让品牌成为能代表中国文化的中国符号,取得了巨大的品牌传播势能。
From 1997, Haier made “Haier, made in China, ” great success began, the national head marketing began to enter the Chinese marketing perspective. At that time, foreign brands are very strong, lack of self-confidence of Chinese brands, consumers lack confidence in Chinese brands. Haier shouted this slogan is a confident performance, to represent China to the world, in the world of Haier's label is China. Next, “China's herbal tea and its positive ”, “Chinese Year, send Swiss Year ”, “high spirited China Lang ”, “national cellar 1573, China taste ” and other brand positioning, through mining Chinese culture and will be highly refined, so that the brand can become a symbol of Chinese culture, China has achieved tremendous potential for brand communication.