欧丽薇兰橄榄油在深圳地区的广告策略研究.docx

PAGE 2 PAGE 2 欧丽薇兰橄榄油在深圳地区的广告策略研究 内 容 摘 要 　　随着经济的发展，人们生活水平的提高。可食用油作为厨房必备的烹调用品，在国人的饮食中发挥着越来越重要的作用，人们对于厨房可食用油的健康品质也越来越注重。在众多橄榄油品牌中，欧丽薇兰橄榄油凭借自身实力脱颖而出，其中欧丽薇兰橄榄油的广告策略发挥着功不可没的作用，并成功的将欧丽薇兰橄榄油品牌植入消费者心中。随着信息时代的发展，信息的快速增长迭代和媒体宣传工具的增多，广告商需要重新思考广告内容和广告宣传方式。本文通过问卷调查法，文献查阅法等，分析欧丽薇兰橄榄油广告的目标人群特点、调查者对欧丽薇兰橄榄油广告的感受等，并从中总结出深圳地区消费者对于欧丽薇兰橄榄油广告策略的评价和广告效果，发现目前存在的问题，并提出创新广告内容等策略。关键词：欧丽薇兰；橄榄油；广告策略 　　Study on advertising strategy of Oolivieland olive oil in Shenzhen area Abstract 　　With the development of economy, peoples living standard has been improved. Edible oil serves as the kitchen necessary cook things, producing more and more important effect in the diet of countrymen, people also pay more and more attention to the healthy quality of edible oil to the kitchen. Among many olive oil brands, Oliviran olive oil stands out by virtue of its own strength, among which the advertising strategy of Oliviran olive oil plays an indispensable role, and successfully implanting Oliviran olive oil brand in the hearts of consumers. With the development of the information age, the rapid growth and iteration of information and the increase of media publicity tools, advertisers need to rethink the advertising content and advertising methods. In this article, through questionnaire investigation, literature review method, analysis of ms eu olive oil advertising of the target population characteristics, investigators feel about ms eu orchid advertising of olive oil, etc., and summed up the customers in shenzhen area for ms eu olive oil to the evaluation of advertising strategy and advertising effectiveness, find the existing problems, and proposes the innovation strategies such as advertising. Key words: Olivoila；Olive oil；advertising；strategy 第一章 绪 论一、研究背景 　　随着经济的发展，人们生活水平的提高。可食用油作为厨房必备的烹调用品，在国人的饮食中发挥着重要的作用。并且随着人们注重品质生活精神的提高，人们对于厨房可食用油的健康品质也越来越注重。众所周知，橄榄油是具有美容养颜，天然保健和烹饪美食等的功效，是国际上所公认的最有营养价值适合人体吸收的营养健康的食用油。近年来，人们使用橄榄油做饭的概率也逐渐上升。而欧丽薇兰橄榄油作为国内橄榄油行业的引领者，早在2013 年成立了由国际橄榄油理事会（International Olive Oil Coun