在过去的数十年里,中国的健康产业出现了太多的风云英雄,他们最大的一个共同点或许就是严重地低估了消费者对广告的认知能力,以为一种非理性的广告轰炸当然能够营造出一个非理性的市场空间。很显然,为了这个充满冒险和侥幸色彩的理念,他们已经付出了一笔又一笔的学费。医药保健品是一种很奇特的产品,它往往可能靠一个独特的诉求或广告创意,便带来一定的市场份额,可在此之后,它要获得持久的市场占有,则必须具有令人心服的品牌忠诚度,而这种忠诚度需要一个 Over the past few decades, there have been so many heroic heroes in China’s health industry that one of their biggest things in common may be a serious undervaluation of consumers’ perceptions of advertising in the name of an irrational advertising campaign Can create an irrational market space. Obviously, for this idea full of adventure and luck, they have paid a sum after tuition. Medicines and health products are a peculiar product that can often have a market share based on a unique appealing or advertising idea, after which it must be desirable to have a lasting market share Brand loyalty, and this kind of loyalty needs one