J公司:如何走出困境

• 作 者: 韩志锋
• 出 处: 销售与市场
• 发表日期: 2004年期
• 关键词: 品牌知名度 本地市场 管理手段 葡萄酒厂 山葡萄酒 生产基地 危机公关 促销员 策略思想 购买率

许多经销商业务停滞或下滑不是因为努力不够,而是缺乏策略思想和管理手段。补上这两块短板,可以挖掘出可观的效益。早在五六年前,J 工贸公司在成功代理过青岛啤酒、隆氏花生露,娃哈哈,叙府酒的经验基础上,选中了野生山葡萄酒生产基地——吉林长白山区某酒厂的 CZ 酒。乘着葡萄酒市场的整体提升和野生山葡萄酒的异军突起,J 公司做宣传、上广告、进商场、找二批,使 CZ 市场销量一路强飚,至2001年底已抢得本地市场野生葡萄酒销量的半壁江山,品牌知名度遥遥领先。

Many dealer business stagnation or decline not because of lack of effort, but the lack of strategic thinking and management tools. Make up these two short board, you can tap a considerable benefit. As early as five or six years ago, on the basis of the successful experience of Tsingtao Brewery, Longhua Peanut Lotion, Wahaha and Syufuji, J Industry and Trade Company selected the CZ of a winery in Changbai Mountain, a production base of wild mountain wines liqueur. Take the overall improvement of the wine market and the sudden emergence of wild mountain wines, J company publicity, advertising, into the market, looking for two batches, CZ market sales all the way Qiang Biao, by the end of 2001 has grabbed half the sales of wild wine in the local market , Brand awareness ahead.