农夫山泉和TCL:异业联合创新捆绑营销

• 作 者: 陈国泉
• 出 处: 市场周刊(商务)
• 发表日期: 2004年期
• 关键词: TCL 农夫山泉 营销创意 营销战 奥运概念 联合创新 销售通路 战略合作伙伴 饮料产品 四级市场

7月流火,离百年重归故里的雅典奥运会开幕还有一个多月,中国市场上奥运概念营销战已经打响。像奥运会、世界杯这样的赛事,往往会形成两大竞技领域。赛场上运动员一比高下,赢得体育观众的热爱和喝彩;赛场外,各路厂家商家吆喝比拼,吸引消费者的眼球和购买。百舸争流方显英雄本色。2004年,农夫山泉奥运概念的营销创意再次让业内人士跌破眼镜。

In July, there was a month or so of the Olympic Games opening in Athens, where the centenary returned to their hometown. The concept marketing campaign for the Olympic Games in China has already started. Games like the Olympic Games and the World Cup often form two major competitive areas. Athletes on the pitch to compete, won the sports audience's love and cheers; outside the stadium, various manufacturers and businesses competing to attract the attention of consumers and purchase. One hundred 舸 competing show heroic character. In 2004, the concept of Nongfushangquan Olympic marketing ideas once again let the industry fell below the glasses.