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Subject: 從熱望到絕望 廈新1.7億虧損的背後故事{節錄趙薇部份} (資訊時報贏周刊 / 20/4/2001)


Author:
小薇星
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Date Posted: 11:44:06 04/21/01 Sat

從熱望到絕望 廈新1.7億虧損的背後故事{節錄趙薇部份} (資訊時報贏周刊 / 20/4/2001)

2000年9月,在公司員工的一片反對聲中,趙薇成為了廈新DVD及手機產品的形象代言人。趙薇此前出演的《還珠格格》可謂是紅遍半邊天,但是,不可忽略的是,趙薇的影迷大部分年齡都較小,跟手機特別是雙卡手機的目標消費群有較大的差距。“用250萬請一個很快就可能過時的明星,起不到什麼作用。”但是,在上海一家名為“神兵天將”的廣告公司的堅持之下,決策者被“說辭”打動了。無疑,請趙薇會使廈新產品的知名度有一定的提升,但是,品牌的兩面中,美譽度並不能因此而得到多少的提升。這對於企業長遠的品牌塑造並沒有多大好處。這也是中國許多企業的一個通病,品牌兩條腿缺了一條,品牌能走多遠?《贏周刊》記者張少平

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