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经过在中国二十多年的文化推广,雀巢咖啡的“味道好极了”让咖啡香伴随着很多人开启了美好的生活,建立了时尚的生活方式和积极的生活态度。这次从“温情”到“敢性”的策略变迁,并通过一系列整合的营销手段,雀巢咖啡继续深入、立体地加强了与年轻人尤其是大学生的沟通。这与雀巢咖啡对年轻人消费行为变化的长期观察和敏锐洞察是分不开的。全新理念定位精准中国咖啡市场孕育着巨大的增长潜力,正在成长起来的年轻一代是咖啡文化真正在中国落地生根的关键。
After more than 20 years of cultural promotion in China, Nestle Coffee’s “very good taste” has allowed coffee lovers to enjoy a good life with many people, establishing a fashionable lifestyle and a positive attitude to life. This time from the “warmth” to “dareness” of the strategic changes, and through a series of integrated marketing tools, Nestle Coffee continues to in-depth, three-dimensional to strengthen the communication with young people, especially college students. This is inseparable from the long-term observations and keen insights of changes in the consumer behavior of young people in Nestlé Coffee. New Concept Positioning Accuracy The Chinese coffee market is bred with tremendous growth potential. The growing young generation is the key to truly taking root in coffee culture in China.