【摘要】 近两年内中国广告界出现了不少的跟风现象,如极度类似的明星代言、不加分辨的礼品诉求、性感诉求及低水平的广告密集投放等。这种跟风现象反映出企业营销战略与策略中的一些问题。对这些问题,应从宏观角度,即消费行为、竞争环境,及微观角度,即目标市场细分、长短期利益关系、媒体和广告业同质化等方面进行多角度探讨。归根结底,企业缺乏创新意识和能力是跟风现象背后隐藏的要害。更多还原

【Abstract】 The paper summarizes the phenomena of advertising imitating in China. Some typical examples are, in parts of advertisements, a great deal of prolocutors are used and kinds of products of different classes are positioned as presents. The usual phenomena of advertising indicates some problems in marketing strategy of several corporations. The paper analyses the reasons of the phenomena in both macrocosmic and microcosmic points of view. In conclusion, the lack of innovation is the root of the imitation in advertising.更多还原