摘要
以伊利安慕希为研究对象，运用调研与文献相结合的方法，对安慕希现有的广告策略进行分析。研究表明：安慕希在广告媒体的选择上过于倾向新兴媒体，忽略了对传统媒体的使用；安慕希的目标受众人群范围过小，使安慕希后期的广告宣传具有局限性；没有好的广告创意只是一味的采用明星代言不仅增加成本，还会导致消费者审美疲劳、好感度下降等问题。针对安慕希存在的这些问题，提出了相应的解决策略：注重对传统媒体的使用；通过多种方式来增加安慕希的广告受众；以公益活动为创意源泉为广告增添亮点从而提高产品美誉度。
In finis paper, the method of research and literature is used to study the existing advertising strategy o f Anmuxi. The study show s that： Anmuxi in the choice of advertising m ed ia is too inclined to the emerging m edia, ignoring the use of traditional media; Anmuxitarget audiencerange is too sm all, for the late A nm uxi advertising has lira itations; of the advertising creative just blindly use the star endorsem entnotonly increase the costw ill lead to consumer fatigue, the decline in favorability and other issues. In view of these problems, this paper puts forw ard the corresponding solution strategy. More emphasison the use of traditionalmedia; through in depthmarketsegments to increase the A nm uxi＇s advertising audience; public welfare activities as the creative source for advertising high lights to im prove product reputation. The results of the study have a certain guiding significance for the effective im plem entation of the advertising strategy of Yili Aum uxi, which alsohassome reference value for the long-term development of Anmouxi.
作者
邢伟娟
陈京
XingWeijuan;chen Jing(Yantai Nanshan University,Yantai,Shandong,265713)
出处
《烟台南山学院学报》
2018年第1期73-77,共5页
JOURNAL OF YANTAI NANSHAN UNIVERSITY
关键词
伊利
安慕希
常温酸奶
广告策略
yili
anmuxi
room temperatureyogurt
advertising strategy
