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近来,华润集团旗下的雪花啤酒推出的夏季营销新战略,备受业界人士关注, 主要是因为其向外宣称的所谓“非奥运营销”战略。据其内部人士声称: “雪花啤酒要推行‘非奥运营销’战略,并以特有的方式来体现对奥运的支持。”对于雪花此次的“非奥运营销”战略,业内意见不一,有的赞赏其向来不同寻常的营销战略路线,有的则表示其明为“非奥运营销”,实际上走的还是奥运营销的路线,且广告片中使用的片尾Logo有侵权之嫌。此次雪花“非奥运营销”战略的背后到底有何玄机呢?
Recently, the new summer marketing strategy launched by Snow Breweries, a subsidiary of China Resources Group, has drawn the attention of the industry mainly because of its alleged “non-Olympic marketing” strategy. According to insiders, “Snow Beer is going to implement its strategy of” non-Olympic marketing “and embody its support for the Olympic Games in a unique way.” There are mixed opinions in this non-Olympic marketing strategy from Snowflake. Appreciating its unusual marketing strategy has always been the line, while others said it was “non-Olympic marketing”, in fact, or take the Olympic marketing line, and the commercial use of the tail logo is suspected of infringement. The snow behind the “non-Olympic marketing” strategy in the end what is the trick?