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案例之一:健康电视“不闪的才是健康的”彩电是中国竞争最激烈的行业,创维成为率先扭亏为盈的彩电企业,而且销量已经超过康佳,与 TCL、长虹已在伯仲之间。创维靠的就是细分市场“品牌标杆”战略的成功。赵辉先生在担任创维集团品牌总监及营销副总期间,为创维开发出“健康电视”这个细分市场,并占据了80%的份额,达到近600万台,销售额近80亿元,而且预测在两年内会成长到1000万台左右。近两年来,中国市场真正成功的案例非“健康电视”莫属。
One of the cases: Healthy TV is “Health is not flashing.” Color TV is China’s most competitive industry. Skyworth has become the first color TV company to turn losses into profits, and its sales have surpassed that of Konka, and TCL and Changhong have been between Bo Zhong. Skyworth is relying on the success of the “brand benchmarking” strategy in the market segment. During his tenure as the brand director and marketing vice president of Skyworth Group, Mr. Zhao Hui developed the segment of “Health TV” for Skyworth, and occupied 80% of the shares, reaching nearly 6 million units, with sales of nearly RMB 8 billion. It is predicted that it will grow to 10 million units within two years. In the past two years, the case of real success in the Chinese market is none other than “health television.”