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在将近一个世纪的发展之后,大多数的营销型公司都预期会使事物正常运转。但是,公司越来越多相近品牌,却使消费者产生了混淆和困惑。1997年,宝洁公司在一天之内给110种品牌的产品做了55次价格调整,一年之内进行了400多次推销活动,并且连续修改包装设计、颜色和内容。宝洁公司的总裁兼首席执行官承认,“我们让消费者感到了困惑。”现在宝洁公司已经向更加集中化、整合传播的方式管理品牌。事实上,不仅品牌在多渠道的传播中容易产生混淆,甚至连公司高层接受记者一对一专访中,有关公司的错误信息也有可能从 CEO 的口中流传出去。
After nearly a century of development, most marketing companies are expected to get things working. However, more and more similar brands of companies make consumers confused and confused. In 1997, Procter & Gamble rendered 55 price changes to 110 brands in a single day, more than 400 promotions in a year, and continuous changes to packaging designs, colors and content. P & G's president and chief executive admits, “We're puzzling consumers.” Procter & Gamble has now managed the brand in a more centralized and integrated way. In fact, not only is the brand easily confused with the multi-channel communication, but even the top executives of the company accept the reporter's one-on-one interviews, the wrong information about the company may also flow from the CEO's mouth.