盘中盘的产品活化与沟通策略（Product activation and communication strategy of disc）.doc

盘中盘的产品活化与沟通策略（Product activation and communication strategy of disc） The disk drive has been relatively close to marketing in one to one marketing, the ways and means of communication with consumers also have a very big difference. We can often see that many foreign market segments, more like a stealth dancer, unwittingly has become the dominant individual market segments, access to a very rich market returns. We take the high-end products of fast-moving consumer goods as an example to see the brand strategy of market segmentation. We know that in recent years, many foreign wine brands have made a lot of money in the Chinese market, but if we visit the public, you will find that there is very little advertising spread among these segments. What drives these high-end segment brands to be a big success in the Chinese market? Thats what were talking about product activation strategies. The short term, to take foreign brand wine in Chinese market subdivision on cutting strategy, but in the long term, to take foreign wine in the market to establish Chinese segment brand strategy, advertising means their very special, is a relatively high-end media on high-end print media, and their advertising style to create a psychological feeling as the characteristic, from the characteristics of the local brand vulgar, kitsch, vulgar, so Chinese liquor companies want to do high-end strategy, but in the promotion often very vulgar, resulting in a lot of brands to compete not effective capacity difference. Recently, we have noticed a relatively positive phenomenon, that is, Shuijingfang, Shuijingfangs initial brand positioning is what? Shuijingfang - Chinese liquor first place. Shuijingfang is also dominated by the spread of television media. Then, Guo Jiao 1573 launched the first Chinese liquor cellar, and brand positioning has highly similar. However, Shuijingfang is very smart, they put forward in the in-depth analysis of their high-end consumer groups: Shuijingfang, China noble ele