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金龙鱼第二代调和油广告的成功处和失误处都同样明显:它提出了1:1:1的 USP,或者说运用的是概念营销,不是为了推销产品而广告,而是告诉消费者一个健康新理念,着着实实是从消费者健康的角度考虑,这是其高明之处;但缺点也显而易见:一是只是从单个产品出发,忽略了整个金龙鱼品牌的品牌风格;二是还犯有一个简单的失误——混淆了概念标准与产品实际标准,有偷换概念、打摩边球的倾向。广告风格转变过大,产生品牌断裂感一个企业采用何种广告策略,要依据其在市场中的地位以及品牌建设的需要来定。金龙鱼是国产食用油的第一品牌,要保持这一地位,不断推出新产品是保持优势的一个方面,但同时更应在营销的每一个环节中树立品牌稳固的形象。这一形象带来的无形价值将为企业的长远发展带来丰厚的回报。而任何一个品
Arowana second-generation blending oil advertising success and failure are equally clear: it proposed a 1: 1: 1 USP, or the concept of marketing is not used to promote the product rather than advertising, but to tell consumers a The new concept of health, the real one is from the perspective of consumer health, which is clever; However, the shortcomings are obvious: First, just from a single product, ignoring the entire brand Arowana brand style; the second is also committed There is a simple mistake - confusing the concept of standards and product standards, the concept of stealing, the tendency to play the ball. Advertising style change is too large, resulting in brand breakage What kind of advertising strategy adopted by an enterprise, according to its position in the market and the needs of brand building to be set. Arowana is the first brand of domestic edible oil, to maintain this position, continue to introduce new products is one aspect of maintaining the edge, but at the same time should be in every aspect of marketing to establish a stable brand image. The intangible value brought by this image will bring huge returns to the long-term development of the enterprise. And any one product