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案例主体飞亚达公司市场地位自1995年～2002年,飞亚达表连续8年名列全国市场同类产品销量第一。失败关键 1.行销动作缓慢——在这一场与速度的角逐中,飞亚达丧失了趁热打铁,塑造强势品牌的机会。2.没有体现相应价值的产品——能制造出代表世界先进技术的中国专用航天表代表了企业的实力,但在终端市场上,飞亚达只推出了标价为1980元的仿制航天表。飞亚达与树立自己中国本土高端品牌的机会失之交臂。
Case main body FIYTA market position From 1995 to 2002, FIYTA watches for the eighth consecutive year ranked first in the national market sales of similar products. The key to failure 1. Marketing slow - in this game with the speed, Fiyta lost the opportunity to strike at the iron and create a strong brand. 2. There is no corresponding value of the product - to create the world’s advanced technology on behalf of the Chinese dedicated aerospace company represents the strength of the enterprise, but in the terminal market, Fiyta only launched a price of 1980 yuan imitation space table. Fei Yada and establish their own local Chinese high-end brand opportunities missed.