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顺应市场变迁确立核心诉求90年代初,国内的空调器主要以进口产品为主,消费者的购买意向以进口标志作为评判依据;90年代中后期,国内空调器行业已成规模,消费者的购买心理以整机品牌作为选择依据;如今,国内的空调器市场日趋理性和成熟,消费者在关注整机品牌等因素的同时也开始关注空调器主机压缩机的重要性,并逐步形成主机压缩机的品牌意识,反映到具体购买行为上,消费者的购买标准之一开始聚焦于识别主机压缩机的品牌。针对消费者消费观念的变迁,上海日立电器有限公司确立了“中间产品直接面对消费者”这一新的广告策略。
In the early 1990s, domestic air conditioners were mainly imported products, and consumers’ purchasing intentions were based on import signs. In the mid-to-late 1990s, the domestic air conditioner industry has become the scale where consumers purchase Now, the domestic air conditioner market is becoming more rational and mature. Consumers are paying attention to the importance of air conditioner host compressors while paying attention to the whole brand and other factors, and gradually form the mainframe compressor Brand awareness, reflected in the specific purchase behavior, one of the consumer purchase standards began to focus on identifying the host compressor brand. In response to changes in the concept of consumer spending, Shanghai Hitachi Electric Co., Ltd. established a “intermediate products directly to the consumer ” this new advertising strategy.