论文部分内容阅读
十年前,美国葵花油在台湾的推广活动,中国人第一次触碰并见识到了整合营销传播的能量。在短短的9个月时间里,葵花油在台湾市场的使用率就从30%提升到54%,有意向使用葵花油的用户甚至占到了主妇比例的89%。从前期的市场调查到准确的目标客户定位,从健康生活方式的引领到派送试用装,美国向日葵协会以独特的整合营销传播方式,从品牌到产品全面占领了台湾市场,成为这一理论发源的经典案例。十年后,整合营销传播被广泛地应用于包括房地产行业在内的各行各业。尤其是在金融风暴影响下的2008年,无论是布局全国的大型开发企业,还是希望在夹缝中找到可持续增长点的中小房企,越来越多的地产人认识到整合营销传播对于企业品牌、产品认可度和行业影响力的重要性。他们中间有借鉴国外经验的典范,也有从实地出发度身打造的个性计划,无论成功还是失败,这些行动都开拓的行业视界,让市场和后来者有了更多可参考的案例。而众多其他行业的实例也可以为地产界人士提供一些参考。
Ten years ago, the promotion of US sunflower oil in Taiwan, the first time the Chinese touched and saw the energy of integrated marketing communications. In just 9 months, the utilization rate of sunflower oil in Taiwan increased from 30% to 54%, and the number of users who intend to use sunflower oil even accounted for 89% of the housewives. From the pre-market survey to the accurate target customer orientation, from the leading of healthy lifestyles to the delivery of trial equipment, the American Sunflower Association has uniquely integrated the marketing and communication methods and has taken over the Taiwan market from the brand to the products and became the origin of this theory Classic Case. Ten years later, integrated marketing communications is widely used in all walks of life, including the real estate industry. Especially in 2008 under the financial turmoil, whether it is a large-scale development of enterprises nationwide layout, or want to find a sustainable growth in the cracks between small and medium-sized housing prices, more and more real estate people realize that integrated marketing communications for the corporate brand , Product recognition and the importance of industry influence. Among them are examples of learning from foreign experiences, as well as individualized programs that are tailor-made from the field. Whether successful or unsuccessful, these actions have all pioneered the industry horizon, giving the market and later comers more references. Many other examples of other industries can also provide some reference for the real estate sector.