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用名人广告+价值行销策略规划一个潜在领导品牌反常规颠覆性地采用了名人广告战略.为健之素规划了“认真”的品牌核心价值.由此,围绕着“认真成就健康”作为主导的品牌传播概念.与消费者进行更人性化沟通.以此建立领导品牌地位.且规划了在“认真成就健康”为核心传播概念之下的整合传播方案。背景“消费需求决定市场未来。”在一个和平.安详的年代.中国人经历了一场突如其来的“灾难”——非典。“消毒”意识在此阶段前所未有的高涨.也由此催生了消毒行业向一个独立的市场显著发展。健之素在此时正由专业市场向民用市场的战略方向转移.向建构“健之素消毒世界”的目标前进.意图在中国消毒行业打造健之素的领导品牌地位。到底健之素应不应该在此时向民用消毒领域转移.如何进行转移?
Using Celebrity Advertising + Value Marketing Strategy to Plan a Potential Leading Brand Unconventionally uses the celebrity advertising strategy to plan the core value of “serious” brand for the company, thus, “Seriously Achieving Health” as the leading factor Brand Communication Concept Consumers communicate more humanely in order to establish their leading brand position and plan an integrated communication program under the concept of “Seriously Achieving Health”. Background “Consumer demand determines the future of the market.” In a peaceful and peaceful era, the Chinese experienced a sudden “disaster” - SARS. The awareness of “disinfection” has risen unprecedentedly at this stage, which has led to the remarkable development of the disinfection industry in an independent market. At this point, the company is moving from a professional market to a strategic one in the civilian market, moving forward with the goal of building a “world-class health-care disinfection world.” It intends to establish a leading brand position for the Chinese pharmaceutical industry through its sterilization. In the end should be the prime of the transfer of civil disinfection should not be at this time. How to transfer?