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在2002年中央电视台黄金时段广告招标会上.医药保健类企业夺标势头强劲。素有“中国广告晴雨表”之称的这一招标活动再次拉开了各个行业间竞争的序幕。从各医药保健类企业的主打产品来看,保健类产品依然是各竞争对手手中的王牌。这一行业不可否认的高利润因素将再次点燃2002年保健品广告的战火。同类产品功能差异的相对缩小也是导致保健品行业竞争激烈的一个主要因素。那么.怎样使自己的产品在为数众多的同类产品中脱颖而出?怎样的广告才能让消费者信得过?为此.记者专访了以医药保健类产品营销策划见长的北京匹夫营销策划公司总经理许喜林先生,请他从实战的角度分析了保健品广告在营销策划中的运用及未来的发展路径。
In the prime time of CCTV Advertising Bidding Conference in 2002, the pharmaceutical and healthcare enterprises won the strong momentum. Known as “China Advertising Barometer ” said the bidding activity once again opened the prelude to competition among various industries. From the main health care products business point of view, health products are still the hands of the trump card competitors. The undeniable high profitability of this industry will once again ignite the war on health products advertisements in 2002. The relative narrowing of functional differences among similar products is also a major factor in the highly competitive health care industry. So how to make their products stand out in a large number of similar products? What kind of advertising can make consumers trust? To this end, the reporter interviewed the medical and health products marketing plan known to the Beijing Pubei marketing planning company general manager Mr. Xu Xilin, Ask him from a practical point of view of health products advertising in marketing planning and the future development path.