日化品牌如何进行品牌营销的创新  

How to carry out brand marketing innovation for daily chemical brands

作　　者：陈治任 陈继文 CHEN Zhi-ren;CHEN Ji-wen(Institute of Chinese Enterprise Development,Shanghai Jiaotong University,Shanghai 200030,China;Cnnice Group,Lishui,Zhejiang 323000,China)

机构地区：[1]上海交通大学中国企业发展研究院,上海200030 [2]纳爱斯集团,浙江丽水323000

出　　处：《日用化学品科学》2021年第2期48-51,共4页Detergent & Cosmetics

摘　　要：从品牌营销理论出发,结合日化行业的品牌案例研究,对日化品牌营销的机制路径与创新维度进行了探讨。结果表明,资本要素的介入加速了日化品牌的主动式品牌营销;而随着品牌营销竞争态势的加剧,争夺消费者的关注度成为品牌营销的第一主战场;消费者关注度的获取一方面在于精准营销“给对的人看”,另一方面在于内容营销“看对的内容”。在此基础上提出日化品牌营销创新的三把利剑:先于人、出剑更加快;异于人、舞剑有点怪;优于人,亮剑更厉害。Based on the theory of brand marketing and combined with the brand case study of daily chemical industry,the path and innovation dimension of daily chemical brand marketing have been discussed.The results show that the intervention of capital elements accelerates the active brand marketing of daily chemical brands;with the aggravation of brand marketing competition,obtaining consumers'attention has become the first main battlefield of brand marketing;on the one hand,the acquisition of consumers’attention lies in the accurate marketing“to the right people”,and on the other hand,it lies in the content marketing“right content”.We put forward three key words of brand marketing innovation:speed,difference and advantage.

关 键 词：品牌 营销 创新 日化 

分 类 号：TQ658[化学工程—精细化工]