摘要:随着科技的进步,市场更加的开放化,信息更加的共享化,产品也更加的同质化。品牌定位的重要性显现得越来越重要。品牌的广告传播是品牌和消费者之间的桥梁,同时广告传播对整个社的发展,人们的精神文化建设都有重要的作用。本文在查阅了大量品牌定位与广告传播的相关文献的基础上,总结了品牌定位的方法和广告传播的策略等相关问题,并以贝因美为例深入的阐述了品牌定位方法和广告传播策略,以期对国内企业的品牌定位和广告传播提供一些理论及实践基础。
关键词:品牌定位;广告传播;贝因美
THE BRAND LOCALIZATION AND ADVERTISEMENT DISSMEINATION RESEARCH OF BEING MATE
ABSTRACT: With advances in technology, markets more open, and information sharing more of the product and more homogenization. Show the importance of brand positioning was more important. Brand advertising communication is the bridge between brand and consumers, while advertising communication development of the entire community, people's spiritual and cultural development has an important role. In this paper, a large amount of brand positioning and advertising communication on the basis of the relevant literature, summarizes the methods of brand positioning and advertising communication strategies and other related issues, and to Tony for the United States as an example in-depth description of the brand positioning and advertising communication, in order to China Enterprise Brand positioning and advertising communication theory and practice to provide some basis.
Keywords :brand localization ;advertising media ;being mate