中国啤酒品牌广告策略本体论（国外英文资料）.docVIP

中国啤酒品牌广告策略本体论（国外英文资料） Brand becomes the firewall for future beer enterprises. Advertising strategy for any beer brands are indispensable, the establishment of the beer brand in the field of fast moving consumer goods dependence on advertising (strategy and its spread) is much higher than ordinary snack food such as candy, snacks, etc., the reason for this is that any kind of products more beer than that taste preference - this hobby category features and a beer high flow constitute the so-called brand loyalty of beer. The strategy of beer advertising and the amount of transmission equivalent (media outlets) are all about establishing, sustaining, and reinforcing this propensity to consume. Based on the above views, this paper in order to truly rely on the advertising strategy to build consumer preference beer brand as the analysis object, and for those who major in bribe consumers form grab the auxiliary advertising strategy is not short-term market share to do analysis, therefore, this article should be accurately defined as reality of beer brands in China map, by creating a path of beer brand advertising strategy thinking. Must be clear, even good advertising strategy is not correct at this stage to reach the beer sales best-selling (quick to reach the mass sales) of the key factors, price, channel, promotion (including promotion pathways and bribery consumer marketing), resources (such as monopoly on end - store) that could be manufacturing and selling situation, but if you want to long pin (continuously, best-selling longer period), especially the high ground pin (keep prices stable long pin), without the brand construction, only rely on the brand marketing factors mentioned above is unable or difficult to achieve! What is the state of the Chinese beer business? The reality is that: Only see 1, most of the beer enterprises advertising but ignore strategy : this type of business or to boast type slogan lesson consumers (examples also took the brain platinum cases