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最近,我们对目前手机行业中市场份额前几位的品牌进行了跟踪,发现了一个有趣的现象,那便是:国外品牌的广告语与企业文化和价值观紧密结合,给人的感觉亲切实在;民族品牌的广告语的着眼点相对较低,限于产品和行业的角度,在立意上缺乏感染力。企业发展到一个高层次后,展现在公众面前的企业形象需要由更具深意和价值的文化基础来支撑。其实广告语只是浮在海面上的冰山一角,它的背后是日趋激烈的市场竞争,整个市场从原来由洋品牌一统天下的情况被国产手机毫不留情地突破,国产手机已经迅速具备了同洋品牌竞争的实力。
Recently, we tracked the top brands in the handset market and found an interesting phenomenon: the combination of advertising slogans of overseas brands and corporate culture and values gives people a sense of being kind and intimate; The advertising language of the national brand has a relatively low focus, limited to the point of view of the product and the industry, and lack of appeal in the conception. After the development of a company to a high level, the corporate image displayed in the public needs to be supported by a more profound and valuable cultural foundation. In fact, the slogan is just floating in the iceberg on the corner of the sea, it is behind the increasingly fierce market competition, the entire market from the original dominated by foreign brands by the domestic mobile phone relentlessly broke through the domestic mobile phone has quickly with the foreign The strength of brand competition.