百雀羚的情人原型的塑造及推广分析

Analysis of Shaping and Promotion on Pechoin’s Prototype of Lovers

本文选择以情人原型为主的百雀羚公司,从产品设计、品牌代言人、品牌广告、营销活动四个方面分析百雀羚情人原型的塑造与应用,探索如何塑造具有品牌特点和符合目标消费群体心理诉求的情人原型。同时总结百雀羚原型塑造过程中出现的问题,以期能为其他中华传统“老字号”化妆品企业的品牌原型塑造提供相关经验。

Taking the prototypes of lovers in Pechoin as an example,this paper analyzes the shaping and application of prototypes from the aspect of its product design,brand spokesman,brand advertisements and marketing activities to explore how to shape the prototypes of lovers with characteristics of the brand and in accordance with the mental appeal of the target customers.Finally the paper summarizes the problems in the process of shaping the prototypes in order to provide experiences of shaping of the prototypes for other traditional Chinese cosmetics brands.