Research On The Strategy Of SKYWORTH Brand Image Advertising Media

SKYWORTH is a veteran household appliance company in China.It has grown from a small remote control manufacturer to a household appliance giant with a brand value of over one trillion yuan.Under the dual objectives of brand transformation and market expansion,faced with the increasingly fierce competition between industries,and the continuous changes in the media and market environment,SKYWORTH still maintains a stable market position,and the brand value and brand image have been improving all the time.I believe that the success of a brand,in addition to the hard power behind the product,is also inseparable from a successful advertising strategy.This article takes SKYWORTH brand image advertising as a research object,based on the analysis of the development status of SKYWORTH brand,sorts out the advertising effect of SKYWORTH,and extracts the characteristics and performance of SKYWORTH advertising media.Then deconstruct the advertising media delivery into three dimensions: media selection,media mix,and media scheduling,and specifically analyze the media delivery strategy of SKYWORTH brand image advertising.In terms of media selection,put forward the factors that affect SKYWORTH’s image advertising media selection,and organize the SKYWORTH brand image advertising media selection strategy from three aspects;on the media mix,based on the definition of the principle of media mix,combined with the actual launch of SKYWORTH brand image ads According to the situation,three combined strategies are organized;in the media scheduling,the current media scheduling methods are first sorted out,and the three main scheduling methods of SKYWORTH brand image advertising are refined,and then the specific application of the three scheduling methods Expand.In the last chapter,this article sorts out the overall overview of SKYWORTH’s current image advertising media delivery strategy and existing problems,and proposes targeted solutions to the problems.This article takes SKYWORTH brand image advertising as a research object,based on the analysis of the development status of SKYWORTH brand,sorts out the advertising effect of SKYWORTH,and extracts the characteristics and performance of SKYWORTH advertising media.Then deconstruct the advertising media delivery into three dimensions: media selection,media mix,and media scheduling,and specifically analyze the media delivery strategy of SKYWORTH brand image advertising.In terms of media selection,put forward the factors that affect SKYWORTH’s image advertising media selection,and organize the SKYWORTH brand image advertising media selection strategy from three aspects;on the media mix,based on the definition of the principle of media mix,combined with the actual launch of SKYWORTH brand image ads According to the situation,three combined strategies are organized;in the media scheduling,the current media scheduling methods are first sorted out,and the three main scheduling methods of SKYWORTH brand image advertising are refined,and then the specific application of the three scheduling methods Expand.In the last chapter,this article sorts out the overall overview of SKYWORTH’s current image advertising media delivery strategy and existing problems,and proposes targeted solutions to the problems.