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眼下,各个品牌为提高自己的市场占有率,纷纷将各种广告、促销、降价活动一股脑儿倒给消费者。消费者犹如雾里看花,不知到底什么品牌的商品能满足自己的购买需求。加之广告中的言过其辞,促销、降价活动中的虚情假意更使消费者疑心重重,甚至大为反感。于是厂家的广告、促销、降价活动难以收到预期的效果。在这种情况下显示人性化的温馨面、社会责任感的公益营销活动如一匹黑马闯进了市场。1995年10、11月间某药业公司在上海组织各科百名知名医生为消费者义诊,义诊广告在《新民晚报》、《解放日报》
Right now, various brands have poured out various advertising, promotion, and price-cutting activities to consumers in order to increase their market share. Consumers look like flowers in the fog, I do not know what brand of goods in the end to meet their purchasing needs. Coupled with the oversimplification in advertisements, the hypocrites in promotions and price cuts made consumers suspicious and even resentful. As a result, manufacturers’ advertising, promotion and price reduction activities are difficult to receive the expected results. Under such circumstances, public welfare marketing activities that display human-like warmth and social responsibility are like dark horses that have entered the market. In October and November 1995, a pharmaceutical company organized 100 well-known physicians from various departments in Shanghai to serve as consumers. The advertisements for the clinics were published in Xinmin Evening News and Liberation Daily.