杭州交通信息网尼泊尔巨蟹座玩具图片:帮忙翻译啊 急用 谢谢
来源：百度文库 编辑：杭州交通信息网 时间：2024/04/26 02:52:47
有关产品的推广策略，自新总裁葛氏在1993年上台以来，首重改善在人们眼中对IBM多年来的品牌与公司整体印象。IBM先对顾客针对IBM的整体形象作调查，并分析研究报告，结果发现顾客们对IBM的印象, 在四个项目上的负面反应较高，即
(1)目中无人。
(2)官僚习气。
(3)缺乏弹性又僵化。
(4)服务差。
因此在1994年初开始，IBM第一个行动即动用4-5亿美元，在144个国家作形象广告，信息的主题即是「IBM已经卷土重来」。IBM找到奥美广告公司提供服务，奥美意识到在这PC时代，消费大众是决定IBM成败的主要关键所在，因此，针对消费大众来改善对IBM的印象，将有助于树立IBM已经改头换面的口碑。奥美最后以极高明的电视广告创意，从令人意想不到的匈牙利布拉格的修女们以难懂的匈牙利话提到赶快去用IBM系统上网，另外再用另外一支广告播出一位在巴黎塞纳河畔散步的平常人对另一人提到硬盘快爆满了，要找人帮忙，而另一人建议他找IBM，这种小人物造型的电视广告大大提升了人们对IBM平易近人的印象。
另外的一件事是，IBM虽在1996年亚特兰大奥运中, 扮演独一供货商且提供信息服务时, 表现优异。 但因曾出过小小的皮漏而为记者们公诸报端，因此，为扳回IBM十全十美的印象, 乃在1997年推出最厉害的IBM计算机下棋高手，一部名叫深蓝（Deep Blue）的计算机, 在全球十亿人的面前，击败世界冠军的卡斯帕葛斯纳夫（Garry Kasparsov），这不但为IBM湔雪了前曾在1989年IBM深思(Deep Thought)失败之耻，更让举世再度认知IBM是真正的科技巨人。
IBM各种推广策略, 原则上是以从中心到圆周的方式推广开来。 重大的推广策略由总部定夺，当然，如的确有区域或当地国家因地制宜的需要，亦可由各国修订，一般而言, 凡是牵一发动全身的广告策略，皆由总部的公关单位定夺，达到以肩使臂，以臂使手，以手使指的一贯推广策略。 目的为重塑IBM成为不仅是在科技上居领导地位，身居电子商务时代, 在整体形象上也是以客为尊，身段柔软, 以及能为顾客提供解决方案且解决问题的公司。
书到用时方恨少。不是什么都可以得到帮助的。 主要还是要靠自己，别人能帮的毕竟有限。
很想帮你，但是没那么多时间。
10分,恐怕``````````````
我不会``
yeah, 10 points is a bit way tooooooooooo little for such a long paragraph oh GOd.... :(
。。。这才10啊~
(五)推广策略（Promotion Strategy）
Since the related product promoted strategy, has turned over a new leaf president Ge to come on stage in 1993, heavy improvement in people eye to IBM for many years brand and company overall impression. IBM makes the investigation first to the customer in view of the IBM overall image, and the analysis memoir, finally discovers the customers to IBM the impression, Are high in four projects negative responses, namely
(1) is supercilious.
(2) bureaucrat bad habit.
(3) lacks the elasticity to ossify.
(4) serves the difference.
Therefore started in at the beginning of 1994, the IBM first motion namely used 4-5 hundred million US dollars, made the vivid advertisement in 144 countries, the information subject is "IBM already stages a comeback". IBM found 奥美 the advertisement company to provide the service, 奥美 realizes in this PC time, expends the populace was decided the IBM success or failure the main key is at, therefore, in view of expends the populace to improve to IBM the impression, will be helpful in sets up the oral traditions which IBM already changed external appearances only. 奥美 finally by the extremely wise television advertisement creativity, by is difficult from the unexpected Hungarian Bragg's nuns the Hungarian speech which understands to mention quickly uses the IBM system to access the net, moreover again uses other advertisement to broadcast 平常人 which takes a walk in the Paris Seine bank to another person mentioned the hard disk was quick very full, had to ask the human to help, but another person suggested he looked for IBM, this kind of unimportant person modelling television advertisement has promoted the people greatly to the IBM amiable impression.
A other matter is, IBM although in 1996 in Atlanta Olympic Games, Acts alone 供货商 also provides time the information service, Displays outstanding. But because once has left the small fault but for reporters the male various press, therefore, for draws the IBM perfect impression, Was promotes the fiercest IBM computer in 1997 to play chess the master, a name called (Deep Blue) dark blue computer, In the global 1 billion human of front, defeats the world champion Caspar Ge Si Nafu (Garry Kasparsov), this not only was IBM redresses front IBM has once thought deeply in 1989 (Deep Thought) shame of the defeat, let world-wide once again cognition IBM was the true technical giant.
IBM each kind of promotion strategy, In principle is by promotes from the center to the circumference way. The significant promoted strategy decides by the headquarters, certainly, like indeed has the need which the region or the local country acts as circumstances permit, also may revise by the various countries, generally speaking, Every is pulls as soon as starts the whole body the advertisement strategy, all decides by the headquarters public relations unit, achieved causes the arm by the shoulder, by uses freely the hand, causes the consistent promoted strategy by the hand which refers. The goal for remoulds IBM to become not only is occupies the leadership status in the science and technology, the body occupies the electronic commerce time, Also is as reveres in the overall image take the guest, the figure is soft, As well as can provide the solution for the customer also solve the question company.