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案例 B从2004年11月底开始,消费者在全国40多个城市的近百家商场发现,“鄂尔多斯”与“海尔”一个服装品牌和一个家电品牌走到了一起。在各自卖场的促销现场,DVD 演示光盘、海报、产品单页、吊旗、地贴等宣传资料中,鄂尔多斯与海尔紧紧绑在了一起。鄂尔多斯在今冬销售旺季来临之际与海尔达成异业结盟,在全国近百家大商场展开此番强势促销,一方面让消费者对鄂尔多斯羊绒衫“钻石纤维”的高档品质增强了认识,另一方面借助海尔异业品牌的号召力来扩大自身品牌在相同消费人群里的影响。
Case B From the end of November, 2004, consumers found that nearly 100 shopping centers in more than 40 cities in China have found that “Erdos” and “Haier” have come together with a clothing brand and a household appliances brand. Erdos and Haier are closely tied together in promotional materials such as the promotion site, DVD demo CDs, posters, product leaflets, hanging flags and plasters in their respective stores. Erdos in the winter sales season approaching Helens reached an alliance, in the country nearly 100 shopping malls to start this time a strong promotion, on the one hand so that consumers on the Erdos cashmere “diamond fiber,” the high-quality enhance understanding, On the other hand, with the help of Haier Inter-brand, the influence of its own brand in the same consumer group will be expanded.