关于广告战略分析: 广告传达出的品牌信息中,基于产品方面的信息在各个体之间的理解一般来说是比较一致的。但是,对于文化性信息理解和感受却因个体文化的差异而存在较大的差异,甚至于可能出现完全不同的理解和感受。对于进入成熟期市场的品牌而言,靠产品根本就不可能塑造出品牌的差异和优势。啤酒就是如此。因此,成熟行业品牌必须依靠品牌文化的建立来创建竞争优势。品牌文化成为成熟行业品牌竞争优势的主要来源,也就说明品牌文化事实上已经具备了商品的本质特征。既然是商品,就应该满足消费者的需求。所以,品牌文化应该在消费者中去寻找,而不是在我们自己的主观意识和企业文化里面转圈圈。品牌文化需求是消費者心理方面的需求。与物质需求最大的不同在于它的无形 About Advertising Strategy Analysis: In the brand information conveyed by advertisements, the understanding based on the product information among the individuals is generally consistent. However, for the cultural information to understand and feel because of differences in individual cultures there is a big difference, even may be completely different understanding and feelings. For the brand to enter the mature market, by product simply can not shape the differences and advantages of the brand. That’s the beer. As a result, mature industry brands must rely on the establishment of a brand culture to create competitive advantage. Brand culture has become the main source of brand competitive advantage in mature industries, which shows that brand culture in fact already has the essential characteristics of the product. Since it is a commodity, it should meet the needs of consumers. Therefore, the brand culture should look for among consumers, rather than circling in our own subjective consciousness and corporate culture. Brand culture needs is the psychological needs of consumers. The biggest difference with material needs is its invisibility