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曾几何时,营销人员和媒体主宰着整个宇宙。但那段日子已经一去不复返了。自雷曼兄弟破产之后,在西方社会中就一直充斥着怀疑论的阴云,它不仅仅侵蚀了品牌的世界,更是损害了一切权威的传统声誉,从神职人员到政坛领袖均未能幸免。消费者无时无刻不在被品牌冲击着,一个西方人平均每天会3000次看到同一个LOGO。他们对营销的路数也越来越熟悉,知道怎么拨云见日直抵商品的真正价值。据《经济学人》报道,这一现象在80后人群中尤其显著:波士顿咨询公司的一项研究发现,46%的美国千禧一代在逛街时会使用他们的智能手机去查看价格和在线评论。哈瓦斯传媒是一家大型市场营销机构,它表示在过去的三十年中人们对品牌的信任在不断下降。去年8月,它发布了其一系列全球调查的最新成果,调查者就700个品牌
At one time, marketers and the media dominated the entire universe. But those days are gone. Since the bankruptcy of Lehman Brothers, there has been a cloud of skepticism in Western society that has not only eroded the brand’s world but has also damaged the traditional reputation of all authorities, from clergy to political leaders. Consumers are constantly being hit by the brand, a Westerner will see the same LOGO an average of 3000 times a day. They are also getting more familiar with marketing and knowing how to reach the true value of your product in the cloud. This phenomenon is especially pronounced in the post-80s, according to The Economist: A Boston Consulting Group study found that 46% of US millennials use their smartphones to view prices and online reviews while shopping . Havas Media, a large marketing agency, said that people’s trust in brands has been declining for the past 30 years. In August last year, it released the latest results of its series of global surveys of 700 brands