基于挑战者理论的广告诉求策略分析——以我国护发品行业为例

摘要：本文主要讨论的是作为品牌挑战者，在目前的政治经济文化环境及护发品行业市场现状下，如何对行业先锋（品牌领导者）进行成功挑战。具体来说就是通过对广告诉求点、广告诉求对象、广告诉求方式的确定来策划出一个成功的广告诉求策略，从而快速获得市场占有率，甚至成为市场领先者。本文立足于为拥有较强实力的品牌挑战者企业如何进行有效的广告诉求提供参考，以便快速找到诉求成功的途径和需要注意的问题,并以联合利华的清扬挑战宝洁的海飞丝作为典型案例进行了较为详细的分析。

关键词：广告诉求策略；市场挑战者理论；广告诉求点；广告诉求对象；广告诉求方式；市场领导者

Abstract: This article mainly discuss about how challenger in the market of the protect hair product industry challenge industry pioneer or called brand leader successfully under the current political, economic and cultural environment and the present market situation of protect hair product industry. That is ,through advertising, advertising to appeal to some claim the object, advertising appeal to determine the way to devise a successful advertising appeal strategy, and quickly get the share of market, even became the market leader. This paper based on how to carry out the effective advertising appeal for reference and quickly find the path to success and appeal the problems to be pay attention to as a brand challenger with a strong strength, at the same time ,with matt silk of unilever challenge realization of p&g typical case for a more detailed analysis.

Key words: advertising appeal strategy; Market challenger theory; Advertising appeal point; Advertising claim object; Advertising appeal way; Market leader

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