期刊文献+

解锁冬奥会前后元气森林的营销与公关

Unlock the Marketing and Public Relations of Genki Forest before and after the Winter Olympics
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摘要 北京冬奥会已落幕,但品牌赞助商们的营销故事却仍在继续。从前期宣传造势的“元气冰雪团”,到冬奥期间的“押三中三”,元气森林似乎解锁了流量密码,叙写了一个营销神话,成了北京冬奥会的大赢家。品牌营销创新策略,(一)精准定位与营销:如今的消费者健康意识增强,在饮食中不仅追求口感,也希望能健康低热量不发胖,元气森林将品牌定位在无糖饮料,击中了目标消费者的健康需求。
作者 李鑫 张景云
出处 《国际公关》 2022年第2期33-34,共2页 PR Magazine
基金 首都流通业基地(No.JD-YB-2021-059) 北京工商大学教育教学改革项目“新文科视角下多型态案例开发与系统应用研究”(No.JG2152074)。
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