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任何一种营销策略的作用都是“双刃”的过而不适,则伤自身三株营销模式便是最好的佐证三株公司在短短三四年里就把三株口服液的销售额做到80多亿元,但是1997年底三株公司销售状况却已成颓势,而且三株公司1997年大规模多样化经营决策的失误更加速了其繁荣的衰落。1998年结束,曾令人拍案叫绝的“三株现象”已成昨日黄花。三株公司旋风式的成功,曾让很多人内心充满着崇敬和迷惑之情,自由落体式的垂落又使人冷静地作面壁式的思考。三株公司,成也营销三株公司从一诞生,就注定了它只有在营销上另辟蹊径,才能在狼烟滚滚的保健品市场中分得一杯羹。实事上,三株公司最终成功,也就成在营销。
The effect of any kind of marketing strategy is the “double edge” and discomfort, and injury to their own three marketing models is the best example to prove that three companies took three oral liquids in just three or four years. The sales amounted to more than 8 billion yuan, but the sales of the three companies at the end of 1997 had already turned into a down trend. Moreover, the three company’s large-scale miscalculation of 1997’s diversified business operations further accelerated the decline of its prosperity. At the end of 1998, the “three phenomena” that had caused an appalling crime became a yellow flower yesterday. The success of the three company’s whirlwind styles has left many people with a feeling of reverence and bewilderment, and the free-falling style has made people calmly face-to-face thinking. Three companies, Cheng Chi and three companies from the birth of marketing, it is doomed only to another way in marketing, in order to get a slice of the health care products market. In fact, the three companies eventually succeeded in marketing.