With the development of environment change, any system changes, trends could possible, with the rapid development of information, market competition is increasingly fierce and growing market size, for efficiency of economic activities put forward a higher demand. Advertising as new information resources to enhance the domestic and foreign enterprises to participate in the competition in the market awareness, and to survive and develop in the international and domestic markets has played an irreplaceable role. The advertising and promotion for its strong advertising messages permeability affect the social every corner of the economy, and provided a broad space for the development of advertising and promotion. Advertising and promotional activities in different economic backgrounds have different form and content of marketing strategy.
The first stage from the late 1970s to the late 80s, Product variety is relatively single, the same homogeneous commodities less. Market competition mainly through the differences caused by the product itself, the nature of the features and functional benefits to be achieved, This period, marketing strategy, product center system, the focus of marketing is to attract customers to buy, advertising and promotional activities focused on the information hard transmission, mainly due to limited range of consumer choice and education is relatively underdeveloped , the relatively low level of public culture, product knowledge is the relative lack of do not understand the basic functions of the goods .
The second stage, from the late 1980s to the mid-1990s, Market competition is more intense , with the rapid development of science and technology , the differences between the products reduced, a variety of substitutes and imitations are emerging, the same kind and quality products flooding the market.
The third stage is from the 1990 s to 90 s, the information high development and competitive in the early stages of the economic globalization. World economic mutual infiltration and mutual influence, resulting in the traditional market structure and consumption idea and the content and form of competition have happened to the simple change, namely from the original product quality competitive advantage, price competition advantage and service competitive advantage evolution to brand competitive advantage. The difference of the form by brand competitive advantage, to reflect the comprehensive enterprises and consumers and competitor relations, shows the integration of the world economy competitive advantage. This time, the market is the focus of the purchase brand products and get to meet the higher level of psychological need, marketing strategy mainly reflects difficult to imitate, cannot replace the brand superiority. The content of the advertising is to keep products in the public of excellent image, the product quality and the business concept effectively convey to consumers, and tried to make the brand maintain a high visibility of the brand image, stimulate the active target consumers buy. When the market competition, simply expand brand awareness advertising for consumers to provide a long-term and stable influence.
From the point of view of competitive advantage, brand awareness is a short-term behavior; from the point of view of profitability, nor will it turn into economic value, difficult to form the competitive advantage of sustainable development. In the 21 century, the global economic development has changed the original transmission mode and marketing idea, marketing strategy for the customer performance center system, and the period of the marketing key, is based on consumers' needs and constantly meet accurately grasp the basis, realize the personalized service, the general consumers into customer loyalty, loyal customer resources is very rich strategic value, not only for enterprises to create more than the industry of the absolute level super profits, but also for the sustainable development of enterprises to gain a competitive advantage. Relative to character, the economic globalization also calls for advertising communication should provide high penetration, efficient, high quality, interactive information, realize the personalized service, in the period of the marketing system, advertising communication activity is of not only to promote and maintain brand awareness, but rather through advertising communication activity expanded and maintaining brand loyal customer base, establish and develop the brand and the consumer long-term relationship, to get the biggest brand value relations.
From the market show that the advertising as a marketing system of the function of development and subsystems of the change of time and space, indeed the market marketing system development there an objective inevitable connection. In the marketing system advertising depends on its marketing system, at the same time, marketing system also determines the advertising of the implementation of the direction, and provides the connotation and extension of the advertising operation. Of all sorts of advertising media information dissemination activity, are closely linked to the production and consumption of bridges, its purpose is to spread through advertising information by the formation of the market penetration strategy to promote short-term sales and market share, the rise in the new product development and market development, the promotion of enterprise image, promote brand awareness, maintenance brand loyalty and attract the attention of consumer and fully satisfy consumers need microorganisms play an irreplaceable role.
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