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在中国酒类行业,不少人提出厂商双赢策略,这是任何行业自初级竞争阶段和无序竞争阶段进入完全和垄断竞争阶段的必然产物。那么在诸多酒厂推行双赢策略的过程中,为什么却会出现双输或单输现象呢?厂商双赢其实并不仅限于厂家和商家合作的范畴,它是一项贯穿企业市场营销全过程的营销系统工程,厂家必须首先做好各方面的市场工作,才能为双赢打下坚实的基础,因而,研究酒类企业怎样实施这一项系统工程也要从更广泛的范围着眼。一、双赢观念与观念双赢中国酒业市场至1997年已走完了求大于供的初级竞争阶段和供求关系迅速趋于平衡的无序竞争阶段,开始进入供大于
In the Chinese liquor industry, many people have proposed a win-win strategy for manufacturers. This is an inevitable outcome of any industry entering the stage of complete and monopolistic competition from the stage of primary competition and unordered competition. In the process of implementing a win-win strategy among many wineries, why is there a phenomenon of double-lose or single-transmission? Win-win is not limited to the cooperation between manufacturers and merchants. It is a marketing system that runs through the entire process of corporate marketing. Engineering, manufacturers must first do a good job in all aspects of market work in order to lay a solid foundation for a win-win situation. Therefore, the study of how liquor companies implement this system project must also focus on a wider range. First, win-win concepts and concepts Win-win China’s wine market has gone through a stage of primary competition where demand exceeds supply, and a disorderly competition stage in which supply and demand are quickly and smoothly balanced.