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LG“巧克力”效果如何持续？</td> </tr> <tr> <td height="40" bgcolor="#f6f6f6" class="title"> <div align="center"> <table width="66%" border="0" align="center" cellpadding="2" cellspacing="0" class="word"> <tr> <td><div align="center" class="title"><strong>LG“巧克力”效果如何持续？</strong></div></td> </tr> </table> </div></td> </tr> <tr> <td height="5" class="worden"><table width="100%" border="0" cellspacing="1" cellpadding="0"> <tr> <td width="16%" height="3" bgcolor="bcc20b"></td> <td width="84%" height="3" bgcolor="808080"></td> </tr> </table></td> </tr> <tr> <td class="worden"><table width="100%" border="0" cellpadding="0" cellspacing="1" bgcolor="#bcdbe7" class="word"> <tr> <td height="23" align="center" bgcolor="#eefafd">来 源：</td> <td height="23" bgcolor="#ffffff"> 中国广告网</td> </tr> <tr> <td width="19%" height="23" align="center" bgcolor="#eefafd">上传时间：</td> <td width="81%" height="23" bgcolor="#ffffff"> 2008-7-2</td> </tr> <tr> <td height="23" align="center" bgcolor="#eefafd">人气指数：</td> <td height="23" bgcolor="#ffffff"> 0</td> </tr> <tr> <td colspan="2" bgcolor="#ffffff"><table width="96%" border="0" align="center" cellpadding="6" cellspacing="0" class="word"> <tr> <td><P> LG“巧克力”，前面的道路还很长</P> <P> LG发布财报时称它在第三季度共出售了1650万部手机，高于第二季度的1530万部，而且利润率也出现反弹。带领LG走出困境的便是它的“巧克力”手机，现在其销量几乎已是该公司其它手机的2倍。由于该款手机已分别在5月和8月推向了欧洲和美国市场，LG预计2006年“巧克力”销量将达到600万部。</P> <P> 如果你尚不清楚“爱巧克力哟”是关于LG“巧克力”的流行广告语，甚至是情人之间表达爱意的一句口头禅，那么你应该意识到自己可能确实有点不问“时势”了。当有着韩国“完美情人”之称的金泰熙和有“情圣”之称的玄彬，在几乎所有可以涉及的广告媒介上为无数次地道出 “I chocolate you”这句充满爱恋与温情的“奇怪”语句之后，我们已经很难否认这其实是一场在中国正式铺开的、史无前例的“巧克力”甜蜜攻势，据LG声称，为推广这款“巧克力”手机耗费2000万美元。</P> <P> LG“巧克力”广告推广的成功，来自于数码产品市场一个由功能技术转向工业设计的变化。LG电子中国品牌管理部部长姜尚云表示，根据LG消费者调查的结果，现在外观设计已经超过功能，成为消费者选择手机的首要标准。当然这个论断是存在争议的。奥美中国区集团企划合伙人翟永康表示，奥美调查的结果是是否流行，已经超越外观和功能成为消费者购买手机的首要考虑，奥美是负责摩托罗拉中国的广告推广。而《哈佛商业评论》最近刊载的一项盖洛普在中国关于手机消费倾向的调查结果显示，手机对于人群的符号象征意义，已经超过功能意义。</P> <P> 总之，LG“巧克力”广告的成功来自于把握市场变化趋势的成功。但是，笔者在此提出的是，LG“巧克力”——前面的道路还很长，因为品牌建设的道路很长，“巧克力”只是一个开端。</P> <P> 因为，因为既然“巧克力”手机是希望传达一种类似“巧克力”的情意与甜蜜的情绪，这种情绪属于消费者感受方面的体验，光有外观与“一碰就红”的讨巧设计是肯定不够的，也是短暂容易消逝的。如果LG手机整个品牌的核心，延续时尚与情感路线，传达男女之间的爱情，那么从品牌积累的角度看，LG后面的手机也要坚持这个路线，否则如果是别的风格了，这次的巨额投入对于品牌积累就毫无作用。</P> <P> 而再从品牌积累的角度看，一方面，LG手机需要完善“时尚”所隐藏的质量缺陷，因为据说该款手机进入市场后，质量投诉是相当高的。再一方面，LG手机需要深化“巧克力”这种品牌体验，通过新的产品，如后续的白色、粉色的什么的，或者与“巧克力”相关的什么玫瑰、钻戒之类的，继续以工业设计延续这种品牌形象。同时，需要借助公关活动来加强品牌体验。最后，要规避名人代言的风险。例如，诺基亚就表示不主张启用明星代言人，尤其是不会采用单一代言人，一方面因为诺基亚产品线十分宽阔，没有哪个明星可以代言这么广阔的类型，另一方面把品牌声誉与明星声誉捆绑在一起风险也太大。“品牌需要知名度，也需要美誉度和喜好度，明星代言可能知名度很高，但是还要具体分析美誉度和喜好度的实现程度。”</P> <P> 因此，笔者说，LG“巧克力”——前面的道路还很长。</P></td> </tr> </table></td> </tr> <tr> <td height="23" align="center" bgcolor="#eefafd"><span class="style18">免责声明：</span></td> <td bgcolor="#ffffff">本网转载内容均注明出处，转载是出于传递更多信息之目的，并不意味着赞同其观点或证实其内容的描述。登载此文仅供网友学习与交流,无意侵犯版权。如有侵犯您的利益,请告知我们，我们将尽快处理。</td> </tr> </table></td> </tr> <tr> <td height="29" class="worden style18"> <div align="right">【<a 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