基于品牌追随理论的广告诉求探讨

An Analysis of Brand Follower's Advertising Tactics

本文认为,品牌追随理论由经济学领域探讨竞争性定位发展而起,发展到营销管理学领域,其战略理论已日趋完善与成熟。本文通过对追随理论相关文献的搜集,梳理了追随理论的理论溯源,并在此基础上进一步对品牌追随者的广告诉求策略进行分析与研究,探讨品了牌追随者可利用的各种不同的广告诉求方式从而获得市场,一是以比较诉求追随,正面出击;二是以对比诉求追随,挑战领导者;三是以差异诉求追随,求同存异;四是以比附诉求追随,勇做第二。

Brand follower theory was appeared from competitive positioning in the Economic field, and developed in the field of marketing, now the theory is becoming maturity. This paper proposes the developing history of the theory by collecting related literatures. Furthermore, the author analyzes the advertising tactics of the brand followers, and tries to find out the effective advertising tactics to promote sales, such as directly competing with others, challenging the leaders, overcoming differences and seeking common ground, and dating to be the second.