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品类领导中国小包装油市场越来越趋于白热化,调和油、玉米油、葵花油……品类纷繁复杂,品牌更是达到上千个。市场竞争由最初的渠道战、促销战、到广告战、营销战、品牌战……稻米,在中国以至整个东方社会是普通的不能再普通的产品。因此,基于对稻米低附加价值的认知,稻米油这种全新的产品,要在激烈的竞争中闯出一方天地,必须另辟蹊径。品类领导,正是新产品稻米油快速成长的密码。在里斯·特劳特所著的《22条商规》中有两条法则——领先定律和品类定律,分别指出市场营销不是产品的
Categories led China’s small package oil market is becoming more and more heated, blending oil, corn oil, sunflower oil ... ... complex categories, the brand is to reach thousands. Market competition from the initial channel warfare, promotional warfare, to advertising campaigns, marketing warfare, brand warfare ... Rice, in China and the entire Eastern society are ordinary can no longer ordinary products. Therefore, based on the recognition of the low added value of rice, the brand-new product of rice oil has to find its own way in the fierce competition. Category leadership, it is the rapid growth of new products, rice oil password. In Reese Traut’s “Article 22,” there are two laws - leading law and category law, respectively, that marketing is not a product