标语行销

• 作 者: 时进花
• 出 处: 市场观察
• 发表日期: 1995年11期
• 关键词: 销售业绩 员工士气 感性诉求 经营目的 简洁有力 塑造企业形象 广告活动 经营规模 经营转型 主要诉求

“标语行销”,即以一句具有影响力的字句来打动消费者并凝聚员工士气,帮助企业营造市场气氛,提高销售业绩,达成经营目的。 与企业标志作比较,标语不完全是以直接印象的感性诉求为主,而是以语意及语音的方法,将文字组合成理性的表达。因此,标语必须既是“一语道破”的,又是简洁有力、能深入人心并留下深刻印象的,即以一句话建立起消费群的认同感。

“Slogan marketing” is to use an influential phrase to impress consumers and motivate employees’ morale, help companies create a market atmosphere, improve sales performance, and achieve business goals. Comparing with corporate logos, slogans are not entirely based on the emotional appeal of direct impressions, but are used to synthesize words into rational expressions using semantic and phonetic methods. Therefore, the slogan must not only be “a single word,” but also be concise, powerful, deep-rooted, and deeply impressed, that is, establish a sense of identity among consumer groups in one sentence.