Chinese home appliance brand giant tactical strategic dwarf.docVIP

 PAGE \* MERGEFORMAT 13 Chinese home appliance brand giant tactical strategic dwarf Chinese home appliance brand’s market performance can be described as a very ‘clever’ every day in the ‘innovation’, the new concept of flying, air-conditioning with ‘nano’, ‘negative ions’,’ antibiotic ‘, color TV with’ on the CNC ‘,’ frequency ‘,’ green ‘. The concept of the regular lot of heated discussions, but it seems a flourishing Chinese home appliance brand gets what? In 2000, Sony TVs in China 50 million in sales profits than all of China’s color TV brands and profits. I have been since the late 80’s observation of the operation of Sony’s brand strategy and advertising communication strategies, collection of Sony since the early 90s so far many of the advertising works, analysis of these ads can be found way Sony’s brand communications can be described as a very ‘clumsy’. Sony’s ads never join in the fun, never blending ‘Concept’ and ‘hot spots’, advertising appeals information is very monotonous, the main focus on imaging technology, has launched. The early 90s, the main demands of the Sony ad ‘single-shot e-beam’, 90 mid-major publicity ‘Trinitron CRT’, in recent years has begun to promote ‘WEGA TVs (more advanced Trinitron CRT)’, such as your Xiang color TV with a groundbreaking high-definition and advanced flat panel display technology, has laid a new color TV standard in the world. WEGA color TV ad copy like this to promote their high-tech ‘high-performance focused electron gun can focus on the accuracy increased by 20% so that the focus on the entire screen is very uniform, a new trash rack design and color separation technology greatly enhance the effective resolution of ... ... ‘. Can be seen that in each period of 10 years of Sony color TV advertising is mainly around the imaging technology upgrade and launched ground-breaking leap, this ‘awkward without innovative’ approach is precisely aimed at the consumer (especially high-income consumers) to buy color T