伊利金典的品牌营销分析

Brand Marketing Analysis of Yili Jindian

品牌传播环境的碎片化和品牌消费主力的年轻化促使传统或新兴品牌不约而同地开展适合时代要求的品牌营销活动。伊利金典洞察消费升级趋势,在2019年8月进行品牌升级。升级后的伊利金典在品牌营销方面采取了如下举措:精准洞察行业风向,抓住消费者心理;创意产品包装,与消费者深度沟通;巧借消费者创造力,赋能品牌生产力;聚焦差异化营销,传递品牌正能量。这些创新举措使伊利金典走在了快消品品牌营销的前端。

The fragmentation of the brand communication environment and the rejuvenation of the main force of brand consumption have prompted traditional or emerging brands to carry out brand marketing activities that suit the requirements of the times. Yili Jindian has insight into the trend of consumption upgrading and carried out a brand upgrade in August 2019. The upgraded Yili Jindian has taken the following measures in product marketing:accurate insight into industry trends,leading consumer psychology;creative product packaging,in-depth communication with consumers;clever use of consumer creativity to empower brand productivity;focusing on differentiated marketing,to convey the positive energy of the brand. These innovative measures make Yili Jindian at the forefront of FMCG brand marketing.