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统一奶茶于2009年上市,连续四年引领统一奶茶成为国内奶茶品类的领导品牌,市占率超过60%。但是从2012年开始,统一奶茶开始逐渐面临品牌发展的瓶颈,成长乏力。2012年,我们尝试将广告影片中的场景移植到线下大型路演活动中,希望增加与消费者面对面的好心情体验。活动现场效果不错,但未能持续发酵传播的影响力。所以如何让好的效果产生更大的力量,是我们一直在追寻的。作为上市已逾4年,知名度近乎100%的品牌,在当下以电视广告、店头物料、广场路演为主的传播效果逐渐走低,绝大多数受众都属于被动接收广告讯息的时代,统一奶茶又该如何开展创意营销?
Unified milk tea market in 2009, for four consecutive years to lead the unified tea into a leading brand milk tea category, the market share of over 60%. However, from 2012 onwards, the unified milk tea began to gradually face the bottleneck of brand development, weak growth. In 2012, we tried to port the scenes from our ad films to major offline road shows, hoping to increase the face-to-face experience with consumers. Activities on-site good results, but failed to continue the impact of fermentation and transmission. So how to make good effects have greater power, we are always looking for. As listed on the market for more than 4 years, nearly 100% of the brand awareness, in the moment to TV ads, shop materials, road shows gradually lower the spread of the main road, most of the audience are passive advertising messages received the era of unified milk tea and How to carry out creative marketing?