纯广告导向决胜——基于脑白金的案例反思

文档编号:DSZP037 文档字数:4231,页数:07 附任务书,开题报告,中期检查表,指导记录,答辩表

 摘要: 2002年 11月23日，健特生物（000416）发布公告称：上海健特将所拥有的“脑白金” 注册商标所有权以1.46亿元的价格转让给无锡健特，同时黄山亘兴与上海健特退出脑白金产品销售业务。这一则关于脑白金商标权买卖的消息再次使风云人物史玉柱浮出水面。一直都是在被封杀中战战兢兢的度过。先是被上两部门查出涉嫌“虚假广告”，然后“功效”被《南方周末》质疑，后来又被国内名人控告广告侵权等等，脑百金可谓饱经风霜。营销界对脑白金更是指责声一片，因为狂轰烂炸了几年的“送礼就送脑白金”的广告已经让消费者忍无可忍。
 关键词：脑白金；退出产品销售业务；封杀；虚假广告；
 
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; 
 

目  录
一、脑白金的策略 1
（一）产品策略 1
（二）市场策略 1
（三）广告策略 1
（四）公共关系策略 1
（五）软文策略 1
（六）本土策略 1
（七）品牌策略 2
二、注定失败的品牌 2
（一）不诚实的品牌注定失败 2
（二）纯广告导向路难行 2
（三）政府管理政策 3
三、反思十年风光下的落寞 3
总结 3
致谢 4
参考文献 5

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