中国啤酒品牌广告策略本体论（China beer brand advertising strategy Ontology）.docVIP

中国啤酒品牌广告策略本体论（China beer brand advertising strategy Ontology） First, the brand will become the firewall for the future beer enterprises Advertising strategy is indispensable for any one of the beer brand, established in the field of beer brand FMCG advertising (strategy and communication) on much higher than ordinary snack foods such as candy, snacks, the reason is that the beer is better than any of a class of these products more taste preference - type characteristics this hobby plus beer Circulation to form a so-called beer brand loyalty. Beer advertising strategies and communication equivalents (media delivery) are designed to build, maintain, and strengthen this propensity to consume. Based on the above viewpoints, this paper in order to really rely on advertising strategies to build consumer preference beer brand as the research object, and for those who are mainly secondary advertising strategies to bribe consumers form snatch short-term market share not to do so, this paper analysis should be accurately defined as discussed in the beer brand layout China reality, thinking a path through the beer brand advertising strategy. To be clear, correct and even excellent advertising strategy is not to achieve a blockbuster (beer sales to quickly achieve large-scale sales) the key factors, price, channel and promotion (including channel promotion and consumer promotions, bribery) resources (such as the terminal monopoly ---- shop) can create best-selling the situation, but to pin (persistent, longer period, especially popular) price marketing (to keep the price stable long pin disc), no brand building, only rely on non brand marketing elements mentioned above is unable or difficult to achieve! Whats the status of Chinese beer enterprises? Reality is: 1, most of the beer enterprises only see advertisement while ignoring the strategy: this type of enterprises or to boast type slogan to lessons (consumer also took out the case as evidence, melatonin) or ask a star as a s