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当被问及中国哪个行业会出现世界级品牌时,实际营销大师米尔顿·科特勒的回答与众不同,他的回答是:娱乐及时装成衣。尽管营销大师的回答令中国时装业欢欣鼓舞,然而,中国时装的品牌之路仍是大道漫漫。在三百多个品牌林立的男装市场上,产品、营销、品牌同质化的梦魇使得厂家们不断提高广告预算。在大众传媒时代,广告的暴露频次一减少,厂家的耳朵里就会充斥着无数经销商的质疑和怨言。
When asked which industry in China would have a world-class brand, the actual marketing guru, Milton Kotler, replied differently: entertainment and fashion clothing. Although the marketing guru’s answer to the Chinese fashion industry rejoice, however, the Chinese fashion brand road is still a long way. In more than 300 brands of men’s clothing market, product, marketing, brand homogeneity of the nightmare makes manufacturers continue to increase advertising budget. In the era of mass media, advertising frequency of a reduced frequency, the manufacturer’s ears will be filled with numerous dealers questioned and complaints.