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2002年的手机市场可谓是热闹异常:三星凭借出色的产品和时尚的沟通掀起一阵韩流。以 TCL 为首的本地品牌则凭借迎合国人喜好的设计及在二三线城市的强大零售网络取得突破。而彩信在下半年的轰轰烈烈则再次奠定了摩托罗拉、诺基亚的领先地位。激烈竞争给西门子在第二阵营的领先地位带来了强大压力。凭借自身强大的研发实力,西门子也迅速反应,推出多款极富针对性的新品如8008,3118,2128等。怎样的沟通才能充分显示品牌力量并巩固提高市场地位呢?广告代理商智威汤逊把沟通层面的挑战由广收窄到两个方面:一,如何在市场上品牌迭出的情况下最有效地凸显品牌区别?二,在自身不断推出新型号时如何实现品牌形象的高度整合?
The mobile phone market in 2002 can be described as bustling: Samsung set off a wave of Korean Wave with excellent products and stylish communication. Local brands led by TCL have made breakthroughs in their designs that cater to people’s preferences and strong retail networks in second and third tier cities. The MMS in the second half of the vigorous once again laid the Motorola, Nokia’s leading position. Intense competition has put strong pressure on Siemens’ leading position in the second camp. With its own strong research and development capabilities, Siemens also quickly respond to the introduction of a variety of highly targeted new products such as 8008,3118,2128 and so on. What kind of communication can we fully demonstrate the brand strength and consolidate the market position? Advertising agency JWT narrows the communication challenge from two aspects: First, how to highlight the most effective brand in the market Brand difference? Second, how to achieve a high degree of integration of brand image in the continuous introduction of new models?