{"id":1056,"date":"2015-05-08T23:08:52","date_gmt":"2015-05-08T15:08:52","guid":{"rendered":"http:\/\/www.sunmes.com\/?p=1056"},"modified":"2022-12-16T15:27:42","modified_gmt":"2022-12-16T07:27:42","slug":"brands-news-02","status":"publish","type":"post","link":"http:\/\/www.sunmes.com\/brands-news-02\/","title":{"rendered":"\u5168\u7403\u7ecf\u6d4e\u4e0d\u666f\u6c14 \u5b9d\u6d01\u4e00\u76f4\u9762\u4e34\u7740\u63d0\u5347\u9500\u552e\u989d\u548c\u524a\u51cf\u6210\u672c\u7684\u538b\u529b"},"content":{"rendered":"
\u83b7\u6089\uff0c\u53d7\u5168\u7403\u7ecf\u6d4e\u4e0d\u666f\u6c14\u7684\u5f71\u54cd\uff0c\u5b9d\u6d01\u4e00\u76f4\u9762\u4e34\u7740\u63d0\u5347\u9500\u552e\u989d\u548c\u524a\u51cf\u6210\u672c\u7684\u538b\u529b\u30022012\u5e742\u6708\uff0c\u65f6\u4efb\u5b9d\u6d01CEO\u7684\u9ea6\u777f\u535a\u5ba3\u5e03\u5c06\u5b9e\u73b0\u5168\u7403\u4e1a\u52a1\u524a\u51cf\u6210\u672c100\u4ebf\u7f8e\u5143\uff0c\u5176\u4e2d\u670960\u4ebf\u7f8e\u5143\u5c06\u901a\u8fc7\u4ea7\u54c1\u6765\u5b9e\u73b0\uff0c10\u4ebf\u7f8e\u5143\u662f\u901a\u8fc7\u964d\u4f4e\u8425\u9500\u8d39\u7528\u53ca\u63d0\u9ad8\u6295\u8d44\u56de\u62a5\u7387\u6765\u5b8c\u6210\uff0c\u5269\u4e0b\u768430\u4ebf\u7f8e\u5143\u5219\u4f9d\u9760\u964d\u4f4e\u95f4\u63a5\u8d39\u7528\uff0c\u6bd4\u5982\u4f9b\u5e94\u94fe\u4e0a\u7684\u5404\u79cd\u6d88\u8017\u3002<\/p>\n
\u540c\u5e7411\u6708\uff0c\u9ea6\u777f\u535a\u5728\u96c6\u56e2\u6d88\u8d39\u8005\u5206\u6790\u7ebd\u7ea6\u5e74\u5ea6\u4f1a\u8bae\uff08ConsumerAnalystGroupofNewYork\uff09\u4e0a\u518d\u6b21\u5f3a\u8c035\u5e74\u5185\u7f29\u51cf10\u4ebf\u7f8e\u5143\u7684\u8425\u9500\u9884\u7b97\uff0c\u5e76\u5ba3\u5e03\u5168\u7403\u7f29\u51cf5700\u4e2a\u5de5\u4f5c\u5c97\u4f4d\uff0c\u5927\u7ea61000\u4e2a\u5c97\u4f4d\u90fd\u662f\u5e02\u573a\u548c\u54c1\u724c\u8425\u9500\u4eba\u5458\u3002<\/p>\n
\u7834\uff1a\u51fa\u552e\u975e\u6838\u5fc3\u54c1\u724c<\/p>\n
\u201c\u5e02\u573a\u73af\u5883\u5df2\u7ecf\u53d8\u4e86\uff0c\u6211\u4eec\u7684\u6d88\u8d39\u8005\u5df2\u7ecf\u4e0d\u60f3\u8981\u90a3\u4e48\u591a\u9009\u62e9\u3002\u8c01\u4e0d\u60f3\u751f\u6d3b\u7b80\u5355\u3001\u65b9\u4fbf\uff01\u201d\u73b0\u4efb\u5b9d\u6d01CEO\u96f7\u5bcc\u793c\u5728\u622a\u81f32014\u5e747\u670831\u65e5\u76842013\u8d22\u5e74\u7b2c\u56db\u5b63\u5ea6\u8d22\u62a5\u6295\u8d44\u8005\u5206\u6790\u7535\u8bdd\u4f1a\u8bae\u4e2d\u8bf4\uff0c\u201c\u5b9d\u6d01\u5c06\u4f1a\u53d8\u6210\u4e00\u4e2a\u66f4\u7cbe\u7b80\u3001\u66f4\u4e0d\u590d\u6742\u3001\u66f4\u6613\u4e8e\u7ba1\u7406\u7ecf\u8425\u7684\u516c\u53f8\u3002\u201d<\/p>\n
\u7d27\u63a5\u7740\u76848\u6708\uff0c\u5b9d\u6d01\u53d1\u5e032014\u8d22\u5e74\u56db\u5b63\u5ea6\u8d22\u62a5\u65f6\u8868\u793a\uff1a\u8ba1\u5212\u900f\u8fc7\u51fa\u552e\u3001\u505c\u4ea7\u53ca\u81ea\u7136\u6dd8\u6c70\u7b49\u5f62\u5f0f\uff0c\u653e\u5f03\u65d7\u4e0b\u7ea6100\u4e2a\u54c1\u724c\uff0c\u5e0c\u671b\u901a\u8fc7\u7b80\u5316\u516c\u53f8\u6765\u52a0\u901f\u9500\u552e\u7684\u589e\u957f\u3002\u96f7\u5bcc\u793c\u79f0\uff0c\u201c\u516c\u53f8\u5c06\u4f1a\u4e13\u6ce8\u4e8e\u5305\u62ec\u6c70\u6e0d\u6d17\u8863\u6db2\u548c\u5e2e\u5b9d\u9002\u5c3f\u5e03\u5728\u5185\u768470\u523080\u4e2a\u6d88\u8d39\u54c1\u724c\uff0c\u8fd9\u4e9b\u54c1\u724c\u5408\u8ba1\u4e3a\u516c\u53f8\u5e26\u676590%\u5de6\u53f3\u7684\u9500\u552e\u989d\uff0c\u8d21\u732e\u7ea695%\u7684\u5229\u6da6\u3002\u201d\u800c\u88ab\u6dd8\u6c70\u768490~100\u4e2a\u54c1\u724c\u5728\u8fd13\u5e74\u6765\u9500\u552e\u4e0b\u6ed1\u4e863%\uff0c\u5229\u6da6\u4e0b\u964d\u4e8616%\u3002<\/p>\n
\u88ab\u51fa\u552e\u7684\u77e5\u540d\u54c1\u724c\u5305\u62ec\u5361\u73ab\u5c14\u3001\u6fc0\u723d\u3001\u5a01\u5a1c\u3001\u91d1\u9738\u738b\u7535\u6c60\u7b49\u3002\u800c\u5269\u4e0b\u7684\u54c1\u724c\uff0c\u4e5f\u7531\u7f8e\u5bb9\uff0c\u7537\u58eb\u5243\u987b\uff0c\u7ec7\u7269\u7b49\u5bb6\u5ead\u62a4\u7406\uff0c\u5a74\u513f\u65b9\u9762\u5bb6\u5ead\u62a4\u7406\uff0c\u5065\u5eb7\u62a4\u74065\u5927\u4e1a\u52a1\u90e8\u95e8\u6574\u5408\u4e3a4\u4e2a\u4e1a\u52a1\u90e8\u95e8\uff1a\u5168\u7403\u5a74\u5e7c\u3001\u5973\u6027\u548c\u5bb6\u5ead\u62a4\u7406\uff1b\u5168\u7403\u7f8e\u5bb9\uff1b\u5168\u7403\u5065\u5eb7\u6e05\u6d01\uff1b\u5168\u7403\u7ec7\u7269\u548c\u5bb6\u5c45\u62a4\u7406\u3002<\/p>\n
\u7834\uff1a\u524a\u51cf\u4f20\u7edf\u5e7f\u544a\u4ee3\u7406\u4e1a\u52a1\u8d39\u7528<\/p>\n
\u968f\u7740\u5265\u79bb\u54c1\u724c\u8def\u7ebf\u7684\u9010\u6e10\u6e05\u6670\uff0c\u670d\u52a1\u5b9d\u6d01\u5185\u90e8\u4e0d\u540c\u54c1\u724c\u7684\u5e7f\u544a\u670d\u52a1\u5546\u4e5f\u5c06\u968f\u4e4b\u88ab\u5265\u79bb\u3002\u4f5c\u4e3a\u4e16\u754c\u4e0a\u6700\u5927\u7684\u5e7f\u544a\u4e3b\uff0c\u5b9d\u6d01\u6b63\u5728\u7f29\u51cf\u652f\u4ed8\u7ed9\u4ee3\u7406\u516c\u53f8\u7684\u8d39\u7528\u3002\u636e\u300a\u534e\u5c14\u8857\u65e5\u62a5\u300b\u62a5\u9053\uff0c\u524a\u51cf\u7684\u8d39\u7528\u9ad8\u8fbe5\u4ebf\u7f8e\u5143\u3002\u8fd9\u90e8\u5206\u8d39\u7528\u6d89\u53ca\u4e00\u4e9b\u4f20\u7edf\u5e7f\u544a\u516c\u53f8\u7684\u670d\u52a1\u9879\u76ee\uff1a\u5e7f\u544a\u3001\u5a92\u4ecb\u3001\u516c\u5173\u3001\u5305\u88c5\u8bbe\u8ba1\u4ee5\u53ca\u5e97\u9762\u62d3\u5c55\u7b49\u3002\u5f53\u7136\uff0c\u8fd95\u4ebf\u7f8e\u5143\u76f8\u6bd4\u8f83\u5b9d\u6d01\u7684\u5e74\u5ea6\u5e7f\u544a\u8d39\u7528\uff0c\u5e76\u4e0d\u7b97\u4ec0\u4e48\u3002\u6839\u636e2014\u8d22\u5e74\u62a5\u544a\uff0c\u5b9d\u6d01\u5e7f\u544a\u8d39\u7528\u4e3a92\u4ebf\u7f8e\u5143\uff0c\u800c\u4e0a\u4e00\u8d22\u5e74\u8be5\u6570\u5b57\u4e3a96\u4ebf\u7f8e\u5143\u3002<\/p>\n
\u5b9e\u9645\u4e0a\uff0c\u65e9\u57282012\u5e7411\u670815\u65e5\u53ec\u5f00\u7684\u5e74\u5ea6\u5206\u6790\u4f1a\u8bae\u4e2d\uff0c\u5b9d\u6d01\u5c31\u5df2\u8bc1\u5b9e\uff0c\u5c06\u4e0d\u518d\u65e0\u9650\u5236\u7684\u589e\u52a0\u5e7f\u544a\u8d39\u7528\u3002\u4f5c\u4e3a\u516c\u53f8\u524a\u51cf\u652f\u51fa\u8ba1\u5212\u7684\u4e00\u90e8\u5206\uff0c\u5b9d\u6d01\u516c\u53f8\u9996\u5e2d\u8d22\u52a1\u5b98JonMoeller\u5728\u7f8e\u56fd\u8f9b\u8f9b\u90a3\u63d0\u4e3e\u884c\u7684\u4f1a\u8bae\u4e2d\u8868\u793a\uff0c\u5b9d\u6d01\u5c06\u8fdb\u4e00\u6b65\u524a\u51cf\u5176\u8425\u9500\u670d\u52a1\u516c\u53f8\u7684\u6570\u91cf\u3001\u7f29\u51cf\u4ee3\u7406\u5546\u8d39\u7528\u5e76\u51cf\u5c11\u4e0d\u5fc5\u8981\u7684\u4fc3\u9500\u6d3b\u52a8\uff0c\u4ee5\u4f7f\u5176\u8425\u9500\u6210\u672c\u964d\u4f4e10\u4ebf\u7f8e\u5143\uff0c\u5b9d\u6d01\u5c06\u9700\u8981\u201c\u66f4\u5c11\uff0c\u4f46\u662f\u66f4\u5927\u7684\u53ef\u4ee5\u5728\u5168\u7403\u4f20\u64ad\u7684\u5e7f\u544a\u521b\u610f\uff0c\u800c\u4e0d\u662f\u591a\u5730\u533a\u7684\u4e0d\u540c\u54c1\u724c\u7b56\u7565\u201d\u3002<\/p>\n
\u8fd9\u610f\u5473\u7740\u901a\u8fc7\u6452\u5f03\u201c\u4e0d\u5177\u4ef7\u503c\u201d\u7684\u8425\u9500\u6d3b\u52a8\uff0c\u5b9d\u6d01\u5c06\u5728\u5168\u7403\u9700\u8981\u66f4\u5c11\u6570\u91cf\u7684\u4ee3\u7406\u516c\u53f8\u3002\u4f8b\u5982Saatchi&Saatchi\u4e3a\u5e2e\u5b9d\u9002\u6253\u9020\u7684\u5168\u7403\u5356\u70b9\u5df2\u7ecf\u4ece8\u4e2a\u964d\u4f4e\u5230\u4e24\u4e2a\uff1b\u6fb3\u5927\u5229\u4e9a\u7684Grey\u5168\u7403\u516c\u53f8\u4e3aFebreze\u63a8\u51fa\u7684\u54c1\u724c\u6982\u5ff5\u5df2\u4f5c\u4e3a\u5168\u7403\u6218\u7565\u57289\u4e2a\u56fd\u5bb63\u4e2a\u5730\u533a\u8fdb\u884c\u6295\u653e\uff1b\u540c\u6837\uff0c\u6c70\u6e0d\u65e9\u524d\u5728\u7f8e\u56fd\u6295\u653e\u7684\u4e09\u4e2acampaign\u4e5f\u5168\u90e8\u6574\u5408\u5728\u201cMyTide\u201d\u4e0b\u3002<\/p>\n
\u66f4\u5927\u7684\u7f29\u51cf\u5f00\u652f\u5c06\u4f53\u73b0\u5728\u975e\u5e7f\u544a\u9886\u57df\uff0c\u5982\u53d6\u6d88\u4e0d\u5fc5\u8981\u7684\u4fc3\u9500\u6d3b\u52a8\u548c\u964d\u4f4e\u8425\u9500\u670d\u52a1\u4f9b\u5e94\u5546\u7684\u6570\u91cf\u3002\u8fd9\u90e8\u5206\u5f00\u652f\u57282011\u5e74\u8fbe\u523040\u4ebf\u7f8e\u5143\u3002\u5b9d\u6d01\u54c1\u724c\u5efa\u8bbe\u5b98MarcPritchard\u5728\u4f1a\u8bae\u4e2d\u8868\u793a\uff0c\u7f29\u51cf\u975e\u5e7f\u544a\u6295\u5165\u9886\u57df\u5c06\u4f1a\u6bd4\u5e7f\u544a\u5f00\u9500\u63d0\u4f9b\u66f4\u591a\u7684\u673a\u4f1a\u3002\u56e0\u4e3a\u975e\u5e7f\u544a\u6295\u5165\u53ea\u8981\u901a\u8fc7\u4f18\u5316\u7ba1\u7406\u548c\u5408\u7406\u6295\u653e\u5c31\u80fd\u591f\u5f88\u597d\u7684\u8fbe\u5230\u5f00\u6e90\u8282\u6d41\u7684\u76ee\u7684\u3002\u4e0d\u5fc5\u8981\u7684\u4fc3\u9500\u6d3b\u52a8\u5305\u62ec\u4f18\u60e0\u5238\u3001\u5e97\u5185\u4fc3\u9500\u3001\u514d\u8d39\u8d60\u9001\u7b49\u4fc3\u9500\u4e5f\u5c06\u88ab\u7f29\u51cf\u3002\u5b9d\u6d01\u54c1\u724c\u5efa\u8bbe\u5b98MarcPritchard\u8868\u793a\uff1a\u201c\u6211\u4eec\u4e0d\u9700\u8981\u8fd9\u79cd\u4fc3\u9500\u6d3b\u52a8\uff0c\u5b83\u4eec\u4e0d\u4f1a\u4e3a\u54c1\u724c\u589e\u52a0\u4ef7\u503c\u201d\u3002<\/p>\n
5\u5e74\u524d\uff0c\u5b9d\u6d01\u5df2\u5c06\u8425\u9500\u670d\u52a1\u4f9b\u5e94\u5546\u7684\u6570\u91cf\u4ece20000\u4e2a\u4e0b\u964d\u523013000\u4e2a\uff0c\u4f46MarcPritchard\u5728\u4f1a\u8bae\u4e2d\u8868\u793a\uff0c\u76ee\u524d\u8fd9\u4e2a\u6570\u91cf\u4ecd\u7136\u201c\u592a\u591a\u201d\uff0c\u5e76\u5e0c\u671b\u672a\u6765\u5c06\u8fdb\u4e00\u6b65\u6d88\u51cf\u3002<\/p>\n
\u8fd9\u6837\u7684\u76ee\u6807\u6216\u8bb8\u80fd\u5b9e\u73b0\uff0c\u4f46\u662f\u5728\u524a\u51cf\u6210\u672c\u7684\u540c\u65f6\uff0c\u5b9d\u6d01\u7684\u4e1a\u7ee9\u5e76\u6ca1\u6709\u8d77\u8272\u3002\u524d\u4e0d\u4e45\uff0c\u5b9d\u6d01\u53d1\u5e032015\u8d22\u5e74\u7b2c\u4e09\u8d22\u5b63\u4e1a\u7ee9\u62a5\u544a\uff0c\u9500\u552e\u989d\u4e3a181\u4ebf\u7f8e\u5143\uff0c\u540c\u6bd4\u4e0b\u964d8%\uff0c\u800c\u8fd9\u4e5f\u662f\u5b9d\u6d012015\u8d22\u5e74\u8fde\u7eed\u4e09\u4e2a\u5b63\u5ea6\u8425\u6536\u4e0b\u964d\u3002\u5b9d\u6d01\u8868\u793a\uff0c\u7b2c\u4e09\u8d22\u5b63\u4e1a\u7ee9\u4f4e\u4e8e\u5e02\u573a\u9884\u671f\uff0c\u5176\u6b64\u524d\u7b2c\u4e09\u8d22\u5b63\u7684\u5e02\u573a\u9884\u671f\u4e3a184\u4ebf\u7f8e\u5143\u3002\u5b9d\u6d01\u8868\u793a\uff0c\u8be5\u516c\u53f8\u9884\u8ba1\u5168\u5e74\u51c0\u9500\u552e\u989d\u5c06\u4e0b\u6ed15%-6%\u3002<\/p>\n
\u7acb\uff1a\u5411\u4e92\u8054\u7f51\u9886\u57df\u8f6c\u578b<\/p>\n
\u5f53\u7136\uff0c\u5b9d\u6d01\u524a\u51cf\u9884\u7b97\u7684\u76ee\u7684\uff0c\u4e5f\u4e0d\u4ec5\u4ec5\u5728\u4e8e\u8ba9\u4e1a\u7ee9\u597d\u770b\u800c\u5df2\u3002\u51cc\u96c1\u7ba1\u7406\u54a8\u8be2\u9996\u5e2d\u54a8\u8be2\u5e08\u6797\u5cb3\u8ba4\u4e3a\uff1a\u201c\u5b9d\u6d01\u8ba4\u8bc6\u5230\u4e86\u81ea\u5df1\u5230\u4e86\u4e00\u4e2a\u5e94\u8be5\u53bb\u51cf\u8d1f\u3001\u8f6c\u578b\u7684\u9636\u6bb5\u3002\u5b83\u7684\u7ec4\u7ec7\u592a\u8fc7\u5e9e\u5927\uff0c\u5728\u79fb\u52a8\u4e92\u8054\u7f51\u65e5\u76ca\u53d1\u5c55\u7684\u4eca\u5929\uff0c\u5b83\u5fc5\u987b\u53d8\u5316\u3002\u201d<\/p>\n
\u4e00\u5ea6\uff0c\u5b9d\u6d01\u662f\u4f20\u7edf\u7535\u89c6\u5e7f\u544a\u7684\u5fe0\u5b9e\u62e5\u8db8\u3002\u51e0\u5341\u5e74\u6765\uff0c\u5b9d\u6d01\u4e00\u76f4\u91c7\u7528\u5728\u7535\u89c6\u53f0\u6295\u653e15\u79d2\u53ca30\u79d2\u7684\u5e7f\u544a\u65b9\u5f0f\u30022005-2007\u5e74\uff0c\u5b9d\u6d01\u66fe\u8fde\u7eed\u4e09\u5e74\u593a\u8d70\u592e\u89c6\u5e7f\u544a\u201c\u6807\u738b\u201d\u3002\u636e\u5a92\u4f53\u62a5\u9053\uff1a\u5b9d\u6d01\u82b1\u5728\u7535\u89c6\u5e7f\u544a\u4e0a\u7684\u8d39\u7528\uff0c\u5360\u4e86\u6574\u4f53\u5e02\u573a\u63a8\u5e7f\u8d39\u7528\u768460%\u5de6\u53f3\u3002\u4f46\u662f\uff0c\u5b9d\u6d01\u5728\u4e92\u8054\u7f51\u5a92\u4f53\u4e0a\u7684\u5e7f\u544a\u6295\u653e\uff0c\u529b\u5ea6\u5e76\u6ca1\u6709\u90a3\u4e48\u5927\u30022011\u5e74\uff0c\u5b9d\u6d01\u5728\u4e92\u8054\u7f51\u5e7f\u544a\u7684\u6295\u653e\u4e0d\u8fc72.86\u4ebf\u5143\u3002<\/p>\n
2012\u5e74\uff0c\u5b9d\u6d01\u5728\u4f26\u6566\u5965\u8fd0\u4f1a\u524d\u5915\u542f\u52a8\u7684\u201c\u4e3a\u6bcd\u4eb2\u559d\u5f69\u201d\u4e3b\u9898\u6d3b\u52a8\u83b7\u5f97\u6210\u529f\uff0c\u4ee5\u53ca\u65d7\u4e0bOldSpice\u54c1\u724c\u5728\u7f51\u7edc\u7684\u8fc5\u901f\u8d70\u7ea2\uff0c\u8ba9\u5b9d\u6d01\u5bf9\u4e92\u8054\u7f51\u5a92\u4f53\u7684\u4ef7\u503c\u5145\u6ee1\u4fe1\u5fc3\u30022013\u5e74\uff0c\u5f53\u65f6\u5728\u5b9d\u6d01\u8d1f\u8d23\u5e02\u573a\u8425\u9500\u7684\u5168\u7403\u526f\u603b\u88c1JimStengel\u66fe\u591a\u6b21\u63d0\u5230\uff1a\u5b9d\u6d01\u5e94\u5f53\u9010\u6e10\u51cf\u5c11\u5bf9\u4f20\u7edf\u7535\u89c6\u5e7f\u544a\u7684\u4f9d\u8d56\u6027\uff0c\u66f4\u591a\u5173\u6ce8\u65b0\u5174\u5a92\u4f53\u7684\u5d1b\u8d77\u3002\u6839\u636eWPP\u7684KantarMedia\uff0c\u5b9d\u6d012013\u5e74\u5728\u6d4b\u8bd5\u5a92\u4ecb\u4e0a\u82b1\u4e8632\u4ebf\u7f8e\u5143\uff0c\u5176\u4e2d2.35\u4ebf\u82b1\u5728\u4e86\u4e92\u8054\u7f51\u5c55\u793a\u5e7f\u544a\u4e0a\uff08\u6570\u636e\u4e0d\u5305\u62ec\u624b\u673a\u548c\u793e\u4ea4\u5a92\u4f53\u5e7f\u544a\uff09\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"
\u83b7\u6089\uff0c\u53d7\u5168\u7403\u7ecf\u6d4e\u4e0d\u666f\u6c14\u7684\u5f71\u54cd\uff0c\u5b9d\u6d01\u4e00\u76f4\u9762\u4e34\u7740\u63d0\u5347\u9500\u552e\u989d\u548c\u524a\u51cf\u6210\u672c\u7684\u538b\u529b\u30022012\u5e742\u6708\uff0c\u65f6\u4efb\u5b9d\u6d01CEO\u7684\u9ea6\u777f\u535a\u5ba3\u5e03\u5c06\u5b9e\u73b0\u5168\u7403\u4e1a\u52a1\u524a\u51cf\u6210\u672c10…<\/p>\n