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“幸福离我们有多远?有时候,可能只是一个回家的距离……”2012年,蒙牛启动品牌重塑计划,“只为点滴幸福”成为蒙牛品牌新的slogan。为将这一品牌新诉求更好地传达给消费者,2013年春节之际,蒙牛联手腾讯共同开启了一场以“点滴幸福,此刻最浓”为主题的大型品牌推广活动,把更多积极向上的生活态度传递出去,提升社会幸福指数。借势春运奏响回家三步曲从品牌层面而言,蒙牛新的品牌诉求更加强调重视平凡百姓每一刻的幸福时光,更加重视消费者体验、贴近消费者生活。
“How far is happiness from us? Sometimes, it may be just a distance away from home ...” “In 2012, Mengniu started the brand reshaping plan and” Just for the sake of happiness “became the new slogan of Mengniu brand. In order to convey the new appeal of this brand to consumers better, on the occasion of the Spring Festival in 2013, Mengniu teamed up with Tencent to launch a large-scale brand promotion activity with the theme of ”drip and happiness, now the most concentrated" More positive and positive attitude to life passed out to enhance the social happiness index. The occasion of the Spring Festival played three trilogy From the brand level, Mengniu new brand appeal to pay more attention to ordinary people every moment of happiness, pay more attention to the consumer experience, close to the consumer life.