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王老吉通过合理独特的营销组合策略,取得凉茶市场领头羊的地位。板蓝花在进行市场推广中,模仿王老吉的营销组合策略,但是没有实现预期设想。本文从产品定位诉求、命名与包装设计、价格制定、渠道选择等四方面,分析板蓝花难以提升市场地位的内部原因。同时,从重新筛选定位,寻求多元促销,明确可行渠道等三方面,提出板蓝花的市场应对措施。
Wong Lo Kat reasonable and unique through a combination of marketing strategies, herbal tea market leader. Banlahua spent marketing, imitating Wong Lo Kat’s marketing strategy, but did not achieve the desired scenario. This article analyzes the internal reasons why it is difficult for Banlahua to enhance its market position from the aspects of product positioning, naming and packaging design, price setting and channel selection. At the same time, from the re-screening positioning, seeking multiple promotions, clear and feasible channels from three aspects, the planktona market response measures.