摘 要

《爸爸去哪儿》节目主冠名赞助商999感冒灵和小儿感冒药来说，即使不围绕节目展开任何配套口碑营销，只凭借品牌本身和节目的高度契合，就已经在网上自发形成了可观的品牌声誉，成为节目迄今为止最大的品牌受益方。由此可见，在品牌和节目合作的领域，双方内涵的契合是非常重要的。医药企业的广告提供药品的信息给销售商和消费者，并宣传自己的药品，消费者通过广告了解医药企业。本文以999感冒企业为例来分析什么是广告战略以及如何利用广告战略。

关键词：爸爸去哪儿 广告赞助商 广告战略

Pharmaceutical companies advertising strategy study in 999 Ganmaoling as an example

Abstract

"Where is the father" shows the main title sponsor 999 Ganmaoling and medicine for children, even if not around the program to launch any supporting word-of-mouth marketing, only by virtue of the brand itself and show highly fit, have on the net the spontaneous formation of considerable volume, the program has become by far the largest brand benefit. Thus, in the brand and show areas of cooperation, both fit connotation is very important for pharmaceutical companies advertising provides drug information to distributors and consumers and promote their products, consumers through advertisement understanding of pharmaceutical enterprises. With 999 cold enterprise as an example to analyze what is the advertising strategy and how to use advertising strategy.

Key Words：Where daddy went to advertising sponsors advertising strategy

目录

1绪论

1.1研究背景---------------------------------------------------------------5

1.2研究方法---------------------------------------------------------------5

1.3研究内容---------------------------------------------------------------5

2医药企业分析

2.1医药企业宏观环境分析---------------------------------------------------6

2．2医药企业行业环境分析--------------------------------------------------6

2.3医药企业竞争环境分析---------------------------------------------------8

3 医药企业广告战略探讨

3.1国内医药企业广告战略分析----------------------------------------------10

3.1.1什么是广告战略---------------------------------------------------10

3.1.2医药企业广告战略的意义-------------------------------------------10

3.2国内医药企业广告战略存在的一般性问题----------------------------------10

3.3国内医药企业实施广告战略的影响因素-----------------------------------12

4.案例分析：999感冒灵的广告战略

4.1999感冒灵是什么-------------------------------------------------------18

4,2999感冒灵怎么成功的---------------------------------------------------18

4.3999感冒灵的广告战略---------------------------------------------------18

5．国内医药企业广告战略的建议

5.1什么是广告战略--------------------------------------------------------21

5,2如何利用广告战略------------------------------------------------------21

5.2.1国内对广告战略的利用---------------------------------------------21

5.2.2国外对广告战略的利用---------------------------------------------22

5.3总结与建议------------------------------------------------------------23

结论-------------------------------------------------------------------------24

致谢-------------------------------------------------------------------------25

参考文献---------------------------------------------------------------------26

1.绪论

1．1研究背景

《爸爸去哪儿》节目主冠名赞助商999感冒灵和小儿感冒药，对于它们来说，即使不围绕节目展开任何配套口碑营销，只凭借品牌本身和节目的高度契合，就已经在网上形成可观的品牌声誉，成为节目迄今为止最大的品牌受益方。