The Research On Current Situation Of "Condom" Communication In Chinese Mainland

The condoms are closely related to sexual life, with privacy. The culturalenvironment and other factors often limit its communication in Chinese mainland,thus, the communication of condoms must consider a variety of factors to form adistinctive mode of transmission.The time when condoms communicated on the market as a daily necessity, meetby chance with the rise of the Internet. Traditional mass media can not provide a stagefor its communication; however, the Internet has shown a valuable space. Well-knowncondom brands have established official website in Chinese mainland, and in themeantime advertising to communicate the product information, promote its brand.Most of these ads work combined with a public service announcement, dynamic andyouthful characters, and small-scale sexual plot in advertising, all these considered thepsychological acceptance of Chinese consumers. Condoms are often active in thephysical space store with the physical form to communicate its information. Productdisplays have severe impact on the brand identifying and purchase intention ofconsumer. The survey found that the existing display ways of placing near the storecashier, or other high-visibility area, or near some drugs to cure the disease which canhardly be placed to the stage, these methods have negative impact on the effectivecommunication of the product. Be placed nearby the ordinary daily commodity (likemen’s daily necessities) can get more positive effect. Currently, condoms take gooduse of the great potential of online shopping, which could also communicate themessage effectively. The virtual space stores eliminate the time and space restrictionof purchasing, to provide consumers with the freedom of choice. At the same time, thevirtual space stores broaden the way for the product communication. To take arational use of virtual space stores communication, first to the propagationenvironment, at the system level specification punishing false product sales, to avoidvicious price competition, investigate and deal with banned products, to form aprotection for the effective dissemination of condoms. The condom products as wellas other forms of communication channels, such as the organization of familyplanning, sexual health education activities distributed free of charge; hotels, hotelbilling;100%entertainment to promote the use of condoms.Comprehensive view, the condoms current situation of communication mixedboth advantages and disadvantages. The advantage is the Government’s attention, the disadvantage is the lack of dissemination of environmental constraints and scientific.In this regard, the current communication of condom products should take effectiveuse of the means of communication of Internet, should display scientifically, shouldbe focused on the development of the integrity of the sales network platform, shouldbe accurate and relevant to policy-oriented, in order to ensure the effectiveness ofcommunication. Admittedly, the theory of perfect mode of transmission of condomproducts clues and specific method, the effective dissemination of the other privateproduct also has a reference value.