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在人们已经习惯了春节送礼的推广手法并开始心理疲劳的时候,金六福的推广没有走依衿酚的老路,而是另辟蹊径,运用情感营销的方式,建立消费者对金六福的品牌感动,继而主动去购买金六福酒,以表达某种情感的寄托。在市场推广整体计划上,金六福并不为追求“创意”而“创异”,而是坚持:在正确的策略引导下,整合所有的资源和营销传播手段,其中主要是常规手段,形成统一的力量,向着一个目标进攻。无论是广告宣传,还是推广活动,都传达着一个声音:“春节回家,金六福酒”。正是通过这种统一的声音最大化,成为2005春节营销的最亮点,也使春节市场成为了金六福重要的利润增长点。
In people have been accustomed to the promotion of Spring Festival gift practices and mental fatigue began when the promotion of JLF did not take the old road of phenol, but another way, the use of emotional marketing approach to establish consumer JLF brand touched, and then Take the initiative to buy JLF, in order to express some kind of emotional sustenance. In marketing the overall plan, JLF does not seek to “creative” and “innovation”, but insisted: under the guidance of the correct strategy, integrate all the resources and marketing communication means, which are mainly conventional means to form a unified The power to attack a target. Whether it is advertising, or promotional activities, all convey a voice: “Spring Festival home, JLF liquor.” It is through this unified voice to maximize the 2005 Spring Festival to become the highlight of marketing, but also the Spring Festival market has become an important profit growth JLF.