论文部分内容阅读
奶业市场群雄割据,各品牌为一争高下,纷纷使出浑身解数。随着高端奶产品逐渐成为市场新宠,光明也及时推出了“优+”来争夺高端常温奶市场,并在全国全面推广。国内消费者消费理念及消费能力的提升,也导致高端牛奶市场的竞争将会在广告、价格、终端等各个方面更为激烈。光明牛奶在上海液态奶市场独占鳌头,而在其它区域则低于伊利、蒙牛,如何寻求突破?广告渠道创新成为一种选择。为了拓展其它区域市场,光明决定尝试列车电视。
Dairy market demolition separatism, all brands compete, have resorted to every means. With the high-end dairy products gradually becoming the new darling of the market, Bright also timely launched the “excellent + ” to compete for high-end room temperature milk market, and the full promotion in the country. Domestic consumer spending concepts and spending power to upgrade, but also lead to competition in the high-end milk market will be more intense in all aspects of advertising, prices, terminals and so on. Bright milk dominated the liquid milk market in Shanghai, while in other areas is lower than Erie, Mengniu, how to seek a breakthrough? Advertising channel innovation has become an option. In order to expand the other regional markets, bright decided to try train television.