脑白金成功的分析（Analysis of the success of melatonin）.docVIP

脑白金成功的分析（Analysis of the success of melatonin） In 1970s, a? Les and J? K proposed advertising positioning lay their marketing guru status theory. They believe that advertising should be in the minds of consumers efforts, and strive to create a unique psychological position, especially the first view the first event the first position, to create the first, which can be difficult to forget, is not easy to confuse the superiority effect in the minds of consumers. Location can be said to be the soul of advertising, in contrast, is just body design. Once you have identified the location advantage, to grasp a chance Because it is a health food for the sake of, according to law, melatonin cannot promote therapeutic efficacy in advertising. So, in addition to melatonin verged in soft advertising, advertising on the other function of the propaganda is very small. As the inevitable result of the trust of the buyers naobaijin only 6.2%. That is to say, most consumers still flock to doubt its efficacy. Consumer behavior attitude and action against this phenomenon by advertising, cognition, attitude to the traditional purchase behavior model is unable to explain. Consumers are not rational? No! American marketing expert Miguel L.? Ray believes that some products, consumers do not get its information motivation or lack of ability analysis of product information, in this case the low participation of consumers, the advertisement can be directly caused by the attitude change and beyond the purchase behavior, namely advertising, cognition, behavior. For the gift of melatonin, buyers are often concerned about their grades, contains the blessing, even in the packaging of its efficacy, but not too concerned. It is easy to understand, as the saying goes to the ceremony to send out gift affection, played on the purchasers value, as to the end users, there is the responsibility of the manufacturer to. Moreover, for the pharmaceutical industry, ordinary people also does not have the abilit