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截至2012年3月26日,国内三大上市乳业巨头伊利、蒙牛、光明2011年年报均已公布。根据年报显示,蒙牛去年广告和宣传支出占总收入比例的7.6%,金额约为28.4亿,较2010年的23.6亿元增长了20%。伊利的广告促销费略微有所下降,由2010年的38.26亿元小幅下降1.7亿,达到36.56亿元“不是所有牛奶都叫特仑苏。”这句广告词不仅让人们记住了特仑苏,更让人们对蒙牛多了几分印象。对于蒙牛来说,这是一个成功的广告创意,不仅收获了良好的市场业绩,更是迫使其竞争对手伊利不得不紧随其后,推出金典有机奶,共同分享液态奶高端市场的份额。从“黑铁时代”到“黄金时代”
As of March 26, 2012, the three major domestic dairy tycoons Erie, Mengniu, Bright 2011 Annual Report have been announced. According to the annual report, last year, Mengniu advertising and publicity expenditures accounted for 7.6% of total revenue, the amount of about 2.84 billion, compared with 2.36 billion yuan in 2010 increased by 20%. Yili’s advertising promotional expenses slightly decreased from a small amount of 3826 million yuan in 2010 to 170 million, reaching 3.666 billion yuan. “Not all milk is called special Lun Su.” This ad not only allows people to remember the special Lun Su, let people more impression of Mengniu. For Mengniu, this is a successful advertising initiative, not only reaping good market performance, but also forcing its rival Erie to follow closely with the introduction of Golden Organic Milk to share the liquid milk high-end market share. From “Black Iron Age” to “Golden Age”