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一方面消费者细分不断深入,细分市场需求不断变化;一方面产品同质化越来越严重,价格大战越演越烈,利润空间越摊越薄;终端建设类同让消费者在众多品牌选择间头晕目炫,各品牌又在众多潜在消费者面前束手无策。如何在品牌与消费者间找到合适的接触点成为营销致胜的关键;创新品牌形象,打造品牌竞争力、增强消费体验的新鲜营销已成为保持品牌魅力的核心驱动力。
On the one hand, consumer segments continue to deepen, changing market segments; on the one hand, product homogeneity is becoming more and more serious, the fierce price war intensifies and the share of profit margins becomes thinner and thinner; Dazzle between the brand choice dazzle, the brand again in the hands of many potential consumers helpless. How to find the right contact point between the brand and the consumer becomes the key to the success of marketing. Fresh marketing, which is to innovate the brand image, build the brand competitiveness and enhance the consumer experience, has become the core driving force to maintain the brand’s charm.