基于品牌战略的广告策略研究——广告策略在医药保健品、化妆品行业的应用

随着我国经济建设的逐步发展,改革开放的不断深入,我国企业面临的竞争日渐加剧,企业之间的竞争已经不再只局限于产品之间的竞争,越来越多的企业意识到品牌的重要性,品牌已成为一种新的国际语言,越发受到重视。广告策略作为品牌战略的重要环节之一,在设计以及实施的过程中,与品牌战略之间具有密切的联系。因此,建立广告策略与品牌战略结合模型,深入讨论基于品牌战略的广告策略在医药保健品、化妆品行业的应用很有必要。

Advertising Strategy Based on Brand Strategy in Health Care and Cosmetics Industry

Along with the development of China's economy,the Reformation and Open-up,the state owned enterprises are facing the intense competition.Nowadays,the competition does not only restrict product competition,but brand competition.As a new world language,brand has gained more attention.As a key point of brand strategy,advertising strategy has a close relationship with brand strategy during advertisement designing and implement ation.Based on the theory of advertising economics,this paper proposes a model combining advertising strategy with brand strategy and discusses the application of advertising strategy in health care and cosmetics industry.