Color TV price war positive fire advertising campaign has been the convergence.docVIP

 PAGE \* MERGEFORMAT 7 ‘Color TV price war’ positive fire ‘advertising campaign’ has been the convergence The color TV industry after years of development, domestic brands in terms of quality, appearance, product development and joint ventures, etc. has greatly narrowed the gap between brands. This reflects that the industry has entered a mature stage. To fight a foothold in the market place, in addition to the price war is inevitable outside the advertising war can not be ignored is another means of competition. First, TV commercials champion of domestic brands According to the Guangdong Kangsai Market Services Limited more than 360 television channels across the country monitoring shows that the color TV industry in the first half of 2000 the total advertising volume of 151.11 million yuan the previous year fell by 47%, of which domestic brand ads is the total 99.62 million yuan, accounting for 66%. A joint venture brand is only 51.49 million yuan, accounting for 34%. 1999, domestic color TV brands can be said to be an influential one year, from the first half of 1999, advertising costs, only Philips is a joint venture to enter the first 3 brand name color TV market to summon wind and rain has been well-known brands out of 10 of the joint venture outside. Into the first half of 2000, faced with the strong impact of domestic brands, a joint venture brands not neglect. Panasonic took the lead with 15.41 million yuan of the cost came in first, with the Japanese brand Sony to 8.4 million yuan ranks the fourth, Philips new products, less than a year earlier voted about 1,000 million. , Ranks only ninth. Budding domestic brands Skyworth, Chunlan, and other domestic brands are more than 10 million of advertising costs as auxiliary pad, enter the top three. Color television advertising costs during the first half of 1999 list color television advertising costs during the first half of 2000 list Number Product costs (million) Number Product costs (million