純廣告導向決勝——基于腦白金的案例反思

電視制片管理論文編號:DSZP037 論文字數(shù):4231,頁數(shù):07 附任務書,開題報告,中期檢查表,指導記錄,答辯表

目  錄
一、腦白金的策略 1
（一）產(chǎn)品策略 1
（二）市場策略 1
（三）廣告策略 1
（四）公共關系策略 1
（五）軟文策略 1
（六）本土策略 1
（七）品牌策略 2
二、注定失敗的品牌 2
（一）不誠實的品牌注定失敗 2
（二）純廣告導向路難行 2
（三）政府管理政策 3
三、反思十年風光下的落寞 3
總結 3
致謝 4
參考文獻 5

 摘要: 2002年 11月23日，健特生物（000416）發(fā)布公告稱：上海健特將所擁有的“腦白金” 注冊商標所有權以1.46億元的價格轉讓給無錫健特，同時黃山亙興與上海健特退出腦白金產(chǎn)品銷售業(yè)務。這一則關于腦白金商標權買賣的消息再次使風云人物史玉柱浮出水面。一直都是在被封殺中戰(zhàn)戰(zhàn)兢兢的度過。先是被上兩部門查出涉嫌“虛假廣告”，然后“功效”被《南方周末》質(zhì)疑，后來又被國內(nèi)名人控告廣告侵權等等，腦百金可謂飽經(jīng)風霜。營銷界對腦白金更是指責聲一片，因為狂轟爛炸了幾年的“送禮就送腦白金”的廣告已經(jīng)讓消費者忍無可忍。
 關鍵詞：腦白金；退出產(chǎn)品銷售業(yè)務；封殺；虛假廣告；
 
TO FROM SHI YU ZHU TO SELL NAO BAI JIN TO SEND A MESSAGE
Abstract: November 23, 2002, Jianteshengwu (000416) announcement that: Shanghai Jian special will be owned by "Nao Bai Jin" trademark ownership to 146 million purchase price to the health characteristics of Wuxi, and Shanghai Huangshan Gen Xing and health characteristics Exit Nao Bai Jin product sales. Nao Bai Jin trademark that is traded on the news once again man of the Shi Yuzhu surface. Has been blocked in cautious in the spending. First by the two departments identified suspected "false advertising", then "efficiency" is "Southern Weekend" questioned and later charged by domestic celebrity ads infringement, etc., Nao Bai Jin can be described as weather-beaten. Nao Bai Jin marketing industry is blamed on the sound of one, the horrendous bombardment for a few years because of the "gifts would send Nao Bai Jin " advertising to consumers has been intolerable.
Key Words: Nao Bai Jin; out of product sales; block; thinking; false advertising;