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传统本土企业在传播方式上喜欢高举高打,上央视,密集投放,迅速提升品牌知名度。然而,随着传播渠道和消费群体的日益变化,在电视上打15秒广告就叫做品牌的观念已然落伍,电视广告的效果也日渐式微。2010年以来,盼盼食品多方尝试,欲以多元营销推动品牌升级。与多品牌战略相对应,盼盼食品改变了以往“明星+广告”的单一广告模式,推行品牌多元营销战略,对消费者进行全方位的渗透,并以此取得了良好的销售业绩。在介绍本期案例时,我们不但对盼盼的多元营销进行了详细的介绍,同时也在思考一些更本原的问题:盼盼食品为什么能从一个休闲食品的“后起之秀”成长为拥有16家全资子公司的大型休闲食品集团,面对强手如林的市场,盼盼食品为何又能成为主导整个行业的“规则制定者”?
Traditional local enterprises like to hold high in the mode of transmission of high hit, CCTV, intensive delivery, and rapidly enhance brand awareness. However, with the ever-changing channels of communication and consumer groups, the notion of a brand called “15-second advertising on television has become obsolete and the effect of television advertising diminishing. Since 2010, Pan Pan food multi-try, want to promote multi-brand marketing brand upgrade. Corresponding to the multi-brand strategy, Panpan Food has changed the single advertising model of ”Star + Advertising“ in the past, promoted the diversified marketing strategy of the brand, fully penetrated the consumers and achieved good sales results. In introducing this case study, we not only introduced Panpan’s multivariate marketing in detail, but also pondered some of the more primitive questions: Why panpan food can grow from being a ”rising star“ of a snack food to having 16 large wholly-owned subsidiary of the large snack foods group, in the face of a strong market, Pan Pan why food can become the dominant industry-led ”rule maker"?