非处方感冒药品牌定位研究.pdfVIP

本科毕业论文 题目：非处方感冒药品牌定位研究 院 （系）： 人文学院 学科专业： 广告学 班 级： 080903 学 生： 杨玲 学 号： 080903139 指导教师： 薛龙 2012 年06 非处方感冒药品牌定位研究 摘 要 品牌定位是一项繁杂的工程，进行定位的方法因产品品类的不同而存在差 异。非处方感冒药因其独特的产品属性定位方式也与一般的日常消费品存在差 异。本文主要在引用前人理论的基础上，试图通过举例论证的方法总结出非处方 感冒药品牌定位的方法。本文在进行非处方感冒药品牌定位研究之前首先对非处 方感冒药的含义以及市场情况进行分析，其次了解影响它的因素即产品品牌自身 特点、竞争者、消费者进行，然后根据这些因素总结出非处方感冒药的详细定位 通过实际案例进一步阐述。 关键词：非处方感冒药；品牌定位；产品；竞争者；消费者 I Brand Positioning of OTC Cold Medicine Abstract Brand positioning is a complex piece of engineering, methods for positioning differences according to the product category. OTC cold medicine products due to its unique properties to locate differences in the way also with the general consumer. This article references the predecessors on the basis of the theory of, trying to through the demonstration of methods for example OTC cold medicine brand positioning methods. This article OTC cold medicine brand positioning studies of OTC cold medicine before the meaning and analysis of market conditions, followed by understanding of the factors that affect it brands its own characteristics, competitors, consumers, and then based on these factors to come up more positioning on OTC cold medicine through practical case studies to elaborate further. Key Words: OTC Cold Medicine;Brand Positioning;Product;Challenger; Consumer II