用个性烟标打造品牌体验（Create a brand experience with cigarette brand personality）.docVIP

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用个性烟标打造品牌体验（Create a brand experience with cigarette brand personality）.doc

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用个性烟标打造品牌体验（Create a brand experience with cigarette brand personality）

用个性烟标打造品牌体验（Create a brand experience with cigarette brand personality） Shenzhen Village: Zeng Wei Sheng 2006-3-6 creative The formal implementation of the tobacco control Convention and the gradual opening of the market, tobacco is facing technical competition, brand competition and many other challenges. Brand as competitors can not imitate and irreplaceable competitive strategy is the core competitiveness of tobacco enterprises must focus on creating the game. First, the effective use of the necessity of enlarging the media In recent years, although the country through macro-control means that part of China brand grow up quickly, three world competition pattern seems to be basically stable, but the brand concentration is not high, second tier brands are desperate to grow, three line brands still blindly follow, regional brand is very obvious, and so on. These are all shows that the brand force in smoke is not strong, part of the brand is still the problem of children. Especially for fast moving consumer goods, perceptual consumption dominates. Whether it is taste based consumption or price based consumption, these factors are easily imitated by competitors, and it is difficult to become a competitive advantage factor. In the era of brand competition, advertising, sponsorship, promotion, enlarging the warning of legal restrictions, the shackles of effective communication of the brand and the consumer product interests can not effectively inform, not to highlight the brand personality, charm and value of consumers can not experience the brand. Although the advertising a superficial reform, but not the main image and advertising language of the voice is very pale, shouting a brand name all day, let the old brand stay in popularity around the primary level, it is money earned? Sponsorship can improve brand reputation, but can it replace idealized image ads and the brand experience offered by large-scale public relations activities? Cultural communication is the highe