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中国品牌与营销面临六大转变关于品牌的概念和论断非常多,国际广告公司如奥美的品牌管家、达美高的领导品牌、麦肯的品牌印迹、达彼思的品牌精髓、精信的品牌性格等等,还有中国本土广告公司由此衍生出来的各种品牌说法,但不管他们对品牌如何定义、如何包装,运作过程和核心思想都是大同小异。而在中国市场经历了广告战、价格战、终端战、促销战、炒作战、人海战的中国企业,目前正陷入了前所未有的品牌营销困惑与迷茫,同样前段时间以品牌管家著称的奥美等国际4A 公司出现的中国品牌运作失败案例的纷纷曝光,更加让企业老总们无可适从。
Chinese brands and marketing are facing six major changes The concept of the brand and the conclusion is very large, the international advertising companies such as Ogilvy & Mather brand steward, Delta's leading brand, McCain brand imprint, Bates brand essence, brand refined Personality and so on, as well as the various brand names from which Chinese local advertising companies are derived. However, no matter how they are defined on the brand, how they are packaged, the operating process and the core ideas are all the same. In the Chinese market, Chinese enterprises that have experienced advertising campaigns, price wars, terminal wars, promotion wars, speculative battles and naval battles are now caught in the confusion and confusion of unprecedented brand marketing. The same period of time, Ogilvy & Mather International 4A company appeared in the operation of the failure of Chinese brands have exposed the case, even more unworthy of business executives.