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当前我国家电市场普遍趋于饱和,但空调器市场尚处于快速发展期,具有广阔的销售空间和相对较高的利润,为此中外强势企业争相进入,展开激烈的产品营销战。2001年销售年度(2000年9月-2001年8月)空调器行业的平面广告投放费用高达两亿多元,位居家电行业平面广告投放费用之首。在这巨大财富后面我们可以看到不同文化背景、不同经营理念支配下的中外空调器生产企业风格迥异的广告宣传谋略。
At present, China’s household appliance market generally tends to be saturated, but the air conditioner market is still in a period of rapid growth, with broad sales space and relatively high profits. Therefore, the strong domestic and foreign enterprises enter each other to launch fierce product marketing campaigns. 2001 sales year (September 2000 - August 2001) air conditioner industry’s advertising costs up to two hundred million yuan plane ads, the flat-panel home appliance industry advertising costs the first place. In this huge wealth behind we can see different cultural backgrounds, different business philosophy under the control of Chinese and foreign air conditioner manufacturers of different styles of advertising strategy.