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三得利在广告宣传片中融入中国元素经历三个阶段
三得利在广告宣传片中融入中国元素经历三个阶段
行业数据
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图片尺寸:1206*751
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所属报告:
必选消费行业专题研究:三得利饮料多元战略与全球扩张之路-250115(29页).pdf
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图18.2013-2025年公司广告宣传费及占营收比重(亿
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行业数据
2026-07-21
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会稽山广告宣传促销费用及同比(万元,%)
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行业数据
2026-07-08
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2018~2020年东鹏饮料广告宣传费构成
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行业数据
2026-03-11
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新乳业广告宣传推广发及营收占比(%)
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行业数据
2026-01-12
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伊利股份广告宣传费用及费用率(亿元,%)
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行业数据
2026-01-12
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图表31电动两轮车企业广告宣传推广费(亿元)
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行业数据
2025-08-15
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伟星新材广告宣传费快速上升(万元)
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行业数据
2025-07-07
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2011-2023年广告宣传推广费变化(亿元)
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行业数据
2025-03-24
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敏华广告宣传费金额及增速
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行业数据
2024-12-25
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广告费及业务宣传费拆分(万元)
fCDlubTku70gfCDlk4HniYzmjqjlub/otLnvvIjkuIflhYPvvIkgfCDnlLXllYbov5DokKXmjqjlub/vvIjkuIflhYPvvIkgfCDor5XnlKjoo4XvvIjkuIflhYPvvIkgfAp8LS0tLS0tfC0tLS0tLS0tLS0tLS0tLS0tLS18LS0tLS0tLS0tLS0tLS0tLS0tLXwtLS0tLS0tLS0tLS18CnwgMjAyMCB8IDUwMDAgICAgICAgICAgICAgIHwgMTUwMDAgICAgICAgICAgICAgfCAxMDAwICAgICAgIHwKfCAyMDIxIHwgNTAwMCAgICAgICAgICAgICAgfCAyMDAwMCAgICAgICAgICAgICB8IDEwMDAgICAgICAgfAp8IDIwMjIgfCA1MDAwICAgICAgICAgICAgICB8IDI1MDAwICAgICAgICAgICAgIHwgMTAwMCAgICAgICB8CgrotYTmlpnmnaXmupDvvJrlhazlj7hB6IKh5oub6IKh5Lmm77yM5Lit6YKu6K+B5Yi456CU56m25omA
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行业数据
2024-12-19
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三得利在广告宣传片中融入中国元素经历三个阶段
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行业数据
2024-12-11
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三棵树广告宣传费快速上升(万元)
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其它
2024-07-02
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迎驾贡酒自2021年来加大广告宣传费投放力度
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其它
2024-06-28
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广告宣传费用变动情况(亿元,%)
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2024-06-24
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1981 年 3 月三得利开发并开始销售罐装乌龙茶饮料,并成功脱颖而出,我们从营销与产品两个层面解读三得利的竞争优势—— 1)营销端:三得利通过讲好中国故事,营销产地标签,使得“来自中国的乌龙茶最好”的概念深入日本消费者心中。1980s 初期,三得利与伊藤园均将目光标准了乌龙茶饮料,但相较于伊藤园倾向于强调“日本产茶”及在地化功能,三得利在酒类饮料等领域早有“国际化”品牌基因,更善于将海外产区或文化故事融入自身产品形象中,当其看准乌龙茶的 机会时, 便以“源自中国”、“历史悠久”作为强力背书 ,将乌龙茶塑造成带有异国风情和文化底蕴的高价值饮品,从而在消费者心智中迅速形成差异化认知。具体来看,三得利使用“乌龙茶,皇帝的骄傲茶”等广告语,以放大乌龙茶的历史和文化背景,当年的日本海报上印着“福建省”中文石碑的照片,使“来自中国的乌龙茶最好”的概念深入消费者心中,从最初的中国传统画,到融入相声/舞蹈等中国元素的广告,再到与西游记等中国 IP 联名,持续的品宣造势后,消费者建立起对三得利乌龙茶“中国传入”、“正宗优质”的品牌认知。
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必选消费行业专题研究:三得利饮料多元战略与全球扩张之路-250115(29页).pdf
2026年饮料行业报告:三得利多元与全球化战略,无糖茶出海路径分析|华泰证券
日本/美国/中国人均即饮茶消费量对比
2022年各国市场无糖茶渗透率对比
日本软饮料市场的规模、格局、品类情况
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