美特斯邦威产品特点与广告媒体的选择研究.doc

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  • 更新时间:2016-05-19
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摘要:在国内休闲服装市场日趋成熟的今日,如何利用广告好广告媒体做好有利的宣传并抢占市场成为各大服装企业的首要考虑的问题。“美特斯·邦威”是美特斯邦威集团公司自主创立的本土休闲服装品牌。公司于1995年创建于中国浙江温州市,主要研发、生产、销售美特斯邦威品牌休闲系列服饰。公司代表为消费者提供时尚个性的产品,立志成为中国休闲服装市场的行业领导品牌。在激烈的市场竞争中,群雄割据,并没有任何一个企业能够完全绝对的领先于对手独霸市场。这给美特斯邦威公司提出挑战的同时也提供了莫大的机遇。本文从实际出发,旨在研究其产品特点和广告媒体的选择,分析在新的消费氛围下,公司应如何正确的根据自己的产品特点并采取的新的广告宣传方式,做好品牌的大众化宣传,普及并且提高品牌的知名度。

关键词 休闲服装;产品特点;广告媒体

 

Abstract:As the leisure clothing marking becoming mature today, how to use good advertising media to propaganda and seize the market become the primary consideration of each clothing enterprise problems. "Metersbonwe" Group Company is independent creation of local leisure apparel brand. The company was founded in Wenzhou in1995 , its main job is developping,producting and sales of Metersbonwe brand leisure clothes series. Company representatives provide fashion personality for consumer products, to become the leading brand of Chinese leisure clothing industry. In the fierce market competition, the fragmented, and there is no one enterprise can completely dominate the market ahead of rivals. This challenge to Metersbonwe companies also provide great opportunities.This article embarks from the reality, in order to study the characteristics of their products and the choice of advertising media, analysis in the new consumer environment, the company should how to correct the products according to their characteristics and adopt new means of advertising, do the popular brand publicity, popularity and high brand visibility.

Keywords  Casual wear  Product features  Advertising media

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