钻空子,揳钉子:著名品牌进攻策略

• 作 者: 凡夫
• 出 处: 中外企业家
• 发表日期: 2004年期
• 关键词: 商场如战场 饮料产品 百事公司 营销专家 彼得斯 营销者 百事可乐公司 日本索尼公司 等待制 彭伯

商场如战场。世界品牌不是天生的,最初入世时都是无名小卒,市场上没有地位。它们无阵地可守,无城池可防,只有进攻一条路。向哪儿进攻?一般有两大市场:一是空白的新市场,需要去创造;二是被占的老市场,需要去抢攻。前者虽不会遇到对手抵抗,但创建新城池并非易事;后者虽有建好的城池,但从别人手中夺下会异

Shopping malls like the battlefield. The world brand is not born, when the initial accession to the WTO are unknown, the market has no status. They can be defensive without a trace, no city can be prevented, only one offensive road. Where to attack? Generally have two major markets: First, a blank new market, you need to create; Second, the occupied old market, you need to attack. Although the former will not encounter opponent resistance, but the creation of a new city is not easy; although the latter has built a city, but won from the hands of others