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国际品牌在中国市场的最大营销挑战,就是如何让品牌内涵和当地民俗风情活动“完美”结合,与本地各种资源有效整合。2013年的上海冬天,除了骤然的降温,还有恼人的雾霾。但在上海弘梅小学,涌动着股股“暖流”。去年12月24日,百事可乐将自动贩售机带到这所学校,只要学生们准确回答自动贩售机显示的提问,就能领取喜欢的百事礼品。每个学生的灿烂微笑,足以驱赶寒风雾霾。这场爱心活动,拉开了百事可乐2014年度“把乐带回家”
International brands in the Chinese market, the biggest marketing challenge is how to make the brand connotation and local customs activities “perfect ” with the effective integration of various local resources. Shanghai’s winter of 2013, in addition to sudden cooling, has annoying haze. However, Hong Mei Primary School in Shanghai surging stocks “warm current ”. On December 24 last year, PepsiCo brought the vending machine to the school and picked up the favorite Pepsi gift as soon as the students answered exactly the questions asked by the vending machine. Each student’s brilliant smile, enough to drive the haze smog. This charity event opened Pepsi in 2014 “Le band back home ”