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成熟市场的新产品推广如借力恰当、顺势而为将减少市场阻力,迅速带来滚滚财源;而一旦方向把握不准,没有抓住市场需求的真正脉搏,则有可能势未借到反而拖累现有品牌。笔者所在公司在新产品推广中,就曾出现过一正一反两个截然不同的案例。一气呵成“财运”兴2D02年湖南的低档酒市场竞争异常激烈,省外的沱牌、五粮液的尖庄促销力度非常大,尤其是五粮液推出的购五粮液必须搭售尖庄的政策,使许多经销商手中都存有不少尖庄的产品;省内的德山大曲2002年加强了产品的下延操作,其推出的5kg 桶装德山大曲在乡镇市场走货量
Mature market, such as the promotion of new products if leveraging the appropriate homeopathic will reduce market resistance, quickly bring about rolling money; and once the direction is not allowed, did not grasp the real pulse of market demand, it may not be borrowed but rather dragged down Existing brand. The author's company in the promotion of new products, there have been two positive and negative two distinct cases. One go At a Glance “Fortune” Xing 2D02 years of South Loch Fung endless competitive market, Tuopai outside the province, Wuliangye sharp Zhuang promotion efforts are very large, especially the Wuliangye launched Wuliangye purchase must tip Zhuang policy, so many Dealers in the hands of a lot of sharp Zhuang products; the province's Da Shan Da 2002 to strengthen the operation of the product, the launch of its 5 kg barrels Tokuyama Da in the township market to take the volume