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家电业内有三个现象值得关注:价格战不断深化扩大,价格战已经覆盖了所有的家电产品门类,不同产品门类都出现了前所未有的超低价格;家电广告的投放量大幅缩水,“广告的投放量有一半是浪费,但不知道是哪一半”的行话中的比例已经有所变动,有调查表明,中国家电企业已经有超过70%以上的广告不起作用了;业内出现知名主流品牌邀请国内外的营销专家为其品牌发展进行集中会诊的潮流。
There are three phenomena in the home appliance industry that deserve attention: the price war continues to deepen and expand, the price war has covered all the categories of home appliances, and unprecedented levels of ultra-low prices have appeared in different product categories; the amount of home appliance advertising has shrunk dramatically, and the advertisements have been put down. Half of the amount is wasted, but I don’t know which half of the jargon has changed. Surveys have shown that more than 70% of advertisements in China’s household electrical appliances companies have no effect; the industry’s well-known mainstream brands have been invited. Marketing experts at home and abroad are focusing on the development of brand awareness for their brand development.