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上海家化有限公司是一家具有百年历史的大型民族化妆品企业,旗下拥有“六神”、“清妃”、“美加净”等多种品牌。97年9月,家化公司准备向上海市场全面推出具有高科技含量的“美加净”根本保湿润肤系列产品。这一新产品中所含的神经酰胺(CERAMIDE)在社会上了解的人很少,如何让更多的人知道神经酰胺的功用?这成了新产品在推广过程中首先要解决的问题。在报纸、电台、电视台做广告当然可以,但可以想象,人们对枯燥的科技术语及其表达,很难会产生“积极卷入”的兴趣。如果加大媒
Shanghai Jahwa Co., Ltd. is a large national cosmetics company with a history of more than 100 years and owns many brands such as “Six Gods”, “Qing Fei” and “Mei Jia Jing”. September 97, Jahwa prepared to the Shanghai market to launch a comprehensive high-tech “Mercuricate” essential moisturizing emollient products. How to make more people know the function of ceramide is the first problem to be solved in the promotion of new products, because CERAMIDE contained in this new product has few people in the society. While it is certainly possible to advertise in newspapers, radio and television stations, it is conceivable that it is very difficult for people to have “active involvement” in the interest of boring terminology and expressions. If you increase the media