柯达近期广告策略与效果研究.pdfVIP

柯达近期广告策略与效果研究 摘 要 柯达作为传统影像行业的龙头，在拍照从“胶卷时代”进入“数字时代”之 后，业务类型向数码型转型，配合业务重新组合和业务转型，柯达成功地进行了 品牌传播和广告营销传播活动。 本文对转型后的柯达的广告效果和营销效果进 行了研究。认为柯达转型后把广告策略纳入了整个品牌增值范畴，这和柯达之前 的广告策略有了本质的区别，转型之前柯达主要依靠感人的画面，亲情来宣传自 己。转型后柯达的广告策略，根据中国本土市场情况、竞争情况及产品本身情况 的变化，对广告主题诉求的选择和确定、广告表现的斟酌、 广告媒体组合的制 定、广告整合传播策略的配合运用等进行运筹而形成了新的整体传播策略。本文 通过分析认为，柯达良好的广告策略转型后的柯达产品在短时间内得到广大消费 者的认可，同时为柯达品牌的新形象的建立作出了贡献，稳定并提升了柯达品牌 的价值。 关键词：业务转型，广告策略，传播效果，品牌形象 I 柯达近期广告策略与效果研究 Abstract Kodak as traditional phantom profession main item, in the photograph enters “the Digital Age” after “the roll film time”, the service type to numerical code reforming, the coordinate service combined and service reforming, Kodak has carried on the brand dissemination and advertisement marketing dissemination successfully. This article has conducted the research after the reforming Kodaks advertisement effect and the marketing effect. After thinking Kodak reforms, the advertisement strategy has integrated the entire brand increment category, this had the essential difference before Kodaks advertisement strategy, Before the reforming, the Kodak main dependence touching picture, the dear ones propagandize themselves. After the reforming, Kodaks advertisement strategy, according to the Chinese native place market conditions, the competition change of situation and product itself situations, to the advertisement subject demands choice and the determination, the advertisement performance considered, the advertisement media combination formulation, the advertisement conformity dissemination strategy coordinat