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时至今日,洋参类制品已经是一种日益大众化的保健品,参类保健品“知名”品牌有鹰牌、万基、康富来、金日、喜悦等十数种之多。市场调查显示,虽然参类保健品的保健观念在消费者中树立起来,但随着竞品的增多,同时由于产品本身差异化越来越小,参类保健品的市场竞争越发激烈,每一个品牌试图让自己在这个市场突围的努力也显得尤为艰难。关于品牌形象和产品卖点,在“健康”、“活力”的卖点中打转了很多年的参类保健品,还有什么突破点呢?谁都想让自己做得和别人不一样,但谁都不敢轻易尝试冒险的办法。2003年,鹰牌花旗参面对同样的烦恼。“广告为鹰牌品牌形象塑造的‘不一样’,现在看来是比较大而空的。鹰牌花旗参到底
Today, ginseng products is already an increasingly popular health care products, ginseng health products “well-known” brand Eagle, Wanji, Kang Fu to, Kim Il-sun, joy and so on a dozen. Market research shows that although the concept of health care products in the health care consumers set up, but with the increase in competing products at the same time as the product itself is getting smaller and smaller, ginseng health products market competition more intense, each one It’s even harder for brands to try to break their own in this market. On the brand image and product selling point, in the “healthy” and “vitality” selling point spinning in the health care products for many years, what are the breakthrough point? Everyone wants to make their own and others are different, but no one Not easy to try adventure. In 2003, Eagle ginseng face the same troubles. "Advertising for the Eagle brand image of the ’not the same’ now appears to be relatively large and empty. Eagle ginseng in the end