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在日化用品竞争日益激烈的红海,云南白药牙膏从高露洁、佳洁士、中华等众多外资品牌的包围中脱颖而出,成功开拓了功能性牙膏高端市场的新大陆,截至2006年底,云南白药牙膏累计销售额已达到3亿元,确立了中国功能性牙膏的品牌地位;截至2008年底,云南白药牙膏销售额累计突破10亿元,成为功能类牙膏民族第一品牌。到2014年,9年时间,云南白药牙膏实现了跨越式发展,创下了从3000万到累计91亿的销售神话。这一切的幕后推手,正是中国“跨界策划”理念的首创者、凯纳策划集团总裁沈国梁和他的策划团队。
In the increasingly competitive Red Sea chemical products, Yunnanbaiyao toothpaste from Colgate, Crest, China and many other foreign brands stand out and successfully opened up a new toothpaste functional high-end market, as of the end of 2006, Yunnan Baiyao toothpaste total sales have been Reached 300 million yuan, established China’s brand position of functional toothpaste; as of the end of 2008, Yunnan Baiyao toothpaste sales exceeded 1 billion yuan, becoming the first brand of functional toothpaste. By 2014, nine years, Yunnan Baiyao toothpaste achieved a leapfrog development, setting a sales myth from 30 million to a total of 9.1 billion. The driving force behind all this is the founder of the concept of “cross-border planning” in China, with Chen Guoliang, president of Keane Planning Group and his planning team.