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西门子8008手机于2002年9月在中国上市。比起之前西门子手机一贯给人的圆头圆脑,厚实的印象,这款8008手机很小,很轻,流线形的线条,从最初的产品概念,设计到最终出品都是为城市女性度身定做的。然而制造商的良好愿望,如何通过恰当的媒体渠道,迅速有效地将产品讯息和特点传递给挑剔、见多识广的都市丽人,引起她们的认同和喜爱,并进而触发购买愿望,带动相似人群的消费,这在整个营销策划中是举足轻重的。而在整个过程中适当应用媒介创意,更有助于进一步加深消费者印象,激发大众兴趣。中国媒介的现状是传统媒体一枝独秀,电视更是占据绝对优势。如果只是投足一定比例的30秒电视广告,在同质化程度较高的品类竞争和嘈杂的广告环境中似乎不足以胜出,于是
Siemens 8008 mobile phone in September 2002 in China. Compared to previous Siemens mobile phone has always been a roundabout, thick impression, this 8008 mobile phone is very small, very light, streamlined lines, from the initial product concept, design to the final product are for urban women Made to order. However, the good wishes of manufacturers, how to quickly and effectively pass the product information and features to the discerning and knowledgeable urban beauty through appropriate media channels, arouse their approval and love, and then trigger the desire to purchase and promote similar people The consumption, which in the entire marketing plan is pivotal. Appropriate use of media ideas in the whole process can help deepen the consumer impression and stimulate public interest. The status quo of the Chinese media is that the traditional media is outshining and the television is even more dominant. If only a certain percentage of 30-second TV commercials will not win in the more homogeneous category of competition and the noisy advertising environment, then