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“科学地测定了自己的品牌现状后,不同阶段的企业才能制定不同的品牌战略。”在解答了记者的几个小问题后,冈崎茂生进入第二阶段的幻灯演示:“相关度、信心、差异度、成长这四点是非常基础的品牌力表现的指征,提高品牌力要看在这四大指征背后具体的东西,如品牌认知、品牌印象指征。现在你们看到的是电通的品牌建构通路(图1),接触点也就是媒体,我们从通路看到的是,在怎样的媒体上品牌传达了怎样的信息,从而提高了四大指征中的哪一项,多大程度上提高了购买意向。我们一般是分析这样一个通路模型,然后找到建构品牌的策略。
“After scientifically determining the status of your own brand, companies of different stages can develop different brand strategies.” After answering a few reporter’s questions, Okazaki Mosaoson entered the second phase of the slide presentation: "Relevance, Confidence , The degree of difference, the growth of these four points is a very basic indicator of brand performance, improve brand power depends on the four behind the specific indicators behind these things, such as brand awareness, brand impression indications. Now you see Is the brand of the pass through the access road (Figure 1), the contact point is the media, we see from the channel is, in what kind of media brand conveyed what kind of information, which raised the top four indicators of which , To what extent to improve the purchase intention.We generally analyze such a pathway model, and then find the strategy of building the brand.