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伦敦奥运有两场比赛:一场是电视机前的运动比赛,观众得到了力量与速度的美感;还有一场是看不见的比赛,它发生在每场比赛之前,但效果却隐藏于每场比赛之后,这是一场智力和情商的比赛。这场比赛就是,商业品牌如何博得用户的营销之战。本期封面文章中谈到的耐克、可口可乐、MINI、伊利等品牌的案例,在创意、策略执行、媒体平台等的选择上都给我很多启示。社交媒体在这一过程中发挥的作用,感受尤深。万得城虽然不在赞助商行列,但是我们也搭上奥运这趟顺风车,打响了一场争夺消费者的促销之战。
There are two games in the London Olympics: one is a sports game in front of the television, and the spectators get the beauty of power and speed; another is an invisible match that takes place before each game, but the effect is hidden in every game After the game, this is a game of intelligence and emotional intelligence. This game is, how commercial brands won the user’s marketing battle. The case stories of brands such as Nike, Coca-Cola, MINI and Yili mentioned in the cover page of this issue give me a lot of inspiration in terms of creativity, strategy implementation and choice of media platform. The role of social media in this process is particularly felt. Although not in the sponsor of Metro World, but we also catch the Olympic Games this ride, started a battle for consumer promotions.