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我们通常把中小企业的新品牌称为弱势品牌,弱势品牌也是目前中国酒业内中小品牌的另一个侧面的缩影,缺乏充足的资金做市场是弱势酒品牌的共同难处。而在目前酒业市场竞争异常激烈的市场环境下,弱势品牌要生存就必须寻找成为市场关注点的机会,以获取更多消费者和渠道商家的认知。因此,弱势品牌如何从自身品牌的特点中找到与众不同的魅力所在,并能够创造有利于超低成本市场推广流行的趣味口碑概念也不乏为一种有效的营销突破途径。
We usually call the new brand of SMEs as a weak brand. Weak brands are also the epitome of the other side of China’s small and medium-sized brands. The lack of sufficient funds to make the market is a common difficulty for weak brands. In the current fierce market competition in the wine market, weak brands must seek opportunities to become market concerns in order to gain more consumer and channel business awareness. Therefore, how disadvantaged brands can find distinctive charms from the characteristics of their own brands, and can create interesting concept of word of mouth reputation that is favorable for popularization in the ultra-low-cost market is also an effective marketing breakthrough.