经济放缓时期的品牌传播策略  

Brand Advertising Strategy during Economic Slowdown

作　　者：马瑞[1] 张倩[2] 

机构地区：[1]河北经贸大学人文学院,河北石家庄050061 [2]河北经贸大学学生处,河北石家庄050061

出　　处：《河北经贸大学学报》2009年第3期94-96,共3页Journal of Hebei University of Economics and Business

摘　　要：经济放缓,消费者消费心理产生变化,消费意愿降低,消费更加理性、谨慎,俭朴的心理重回消费者心中。面对危机的挑战,企业要想冲出困境,不是削减广告投放,而是要依据消费者消费心理的变化调整传播定位、传播内容、诉求点,选择合适媒体,进行高效率的传播。The economic slowdown results in the changes of consumer psychology. The rational, prudent and frugal consumption has come back to the mind of the consumers. Faced with various challenges, enterprise should not cut down their ads budget but to adjust the orientation, content, focus, and media of advertisement so as to ensure efficient publicity.

关 键 词：经济放缓 消费心理 品牌传播 

分 类 号：F274[经济管理—企业管理]