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新雅妇幼用品有限公司是与香港仰舜国际有限公司合资兴办的,以生产妇女卫生巾为主的企业,现有职工307名。1988年以来,该公司采取四招连环开发市场策略,以市场为导向组织生产经营,使一个资不抵债的亏损企业,实现了产值、利税等四项指标连续四年翻番,1992年1至11月份,销售额达亿元,利税超过千万元,成为全国同行业规模最大、牌子最响、效益最佳企业。他们的四招连环开发市场策略是: 第一招:花钱买认识,引导消费,创造市场。新雅公司1985年建厂,是国内较早生产新一代妇女卫生用品的厂家之一。建厂初,由于产品超前,国内尚未形成妇女卫生巾的消费市场,致使产品大量积压,造成几十万元的亏损,
Xinya Maternal and Child Products Co., Ltd. is a joint venture with Hong Kong Yangshao International Co., Ltd. It mainly produces women’s sanitary napkins, and has 307 employees. Since 1988, the company has adopted four strategies to develop its market strategy in a coordinated manner, market-oriented production and operation, making an insolvent, loss-making enterprise achieve four indicators of output value, profits and taxes for four consecutive years, 1 to 11 years in 1992. In the month, the sales amounted to 100 million yuan and the profits and taxes exceeded 10 million yuan. It has become the largest enterprise in the same industry in the country, the brand with the loudest, and the best corporate efficiency. Their four-stroke strategy for serial development of the market is: The first move: spend money to buy knowledge, guide consumption, and create a market. Xinya Company established a factory in 1985 and is one of the first domestic manufacturers to produce a new generation of women’s hygiene products. At the beginning of the establishment of the factory, due to the advancement of products, the consumer market for women’s sanitary napkins has not yet been formed in China, resulting in a large backlog of products, resulting in losses of several hundred thousand yuan.