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真情纯净水是安福县宏达饮料厂的一个产品,以前凭借关系,一直走集团消费的路线。后因种种原因,关系渐断,处境日艰。厂方遂将目光转向市场,欲在吉安区域内先打开局面,获得根据地,再图远举。于是,2000年春节过后,厂方组织了一系列的广告攻势,想趁淡季时抢占市场先机。然而市场岿然不动,反“损兵折将”。厂方才明白孙子兵法中“小敌之坚,大敌之擒”的道理。瓶装水市场早已被“娃哈哈”、“乐百氏”、“农夫山泉”牢牢把持
Pure water is a product of Anfu County Hongda Beverage Factory. It used to depend on the relationship and has always taken the route of group consumption. Afterwards, due to various reasons, the relationship gradually fell apart and the situation was in dire straits. The factory has turned its attention to the market and wants to open up the situation in the Ji’an area, obtain the base area, and then move forward. As a result, after the Spring Festival in 2000, the factory organized a series of advertising campaigns, trying to seize market opportunities in the slack season. However, the market is still not moving, “anti-bearers”. The factory just understood the truth of the “military enemy, the enemy of the enemy” in Sun Tzu’s art of war. The bottled water market has been firmly controlled by Wahaha, Robust, and Nongfu Springs