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“给我氧”是江苏同源堂生物工程有限公司生产的瓶装富氧纯净水,1999年进入市场。由于公司采用“让开大路,占领两厢”的市场总体战略,在华东、西南、东北等区域市场成功上市,成为当地市场的热销品牌。“给我氧”的成功上市,得益于同源堂公司总经理凌晨先生独特的市场服光与营销谋略。在群雄四起的国内瓶装水市场,三大品牌几乎一统天下,后来者怎样在市场夹缝中寻求突破并抢占市场制高点呢?强化品牌价值缺乏概念的产品就好像没有姓名的孩子。一个好的概念,再赋与一个好的产品就如同给老虎安上了翅膀。“给我氧”进入市场之初,没有去与同类产品进行简单的同化或类比,而是采取了一种独特的产品定位战略,重点营造属于“给我氧”所独有的品牌价值,并对这种品牌价值进行全方位的市场推广。一、突出产品功能
“Give me oxygen ” is a bottle of oxygen-enriched purified water produced by Jiangsu Tongyuan Tong Bioengineering Co., Ltd. and entered the market in 1999. As the company adopted the overall market strategy of “opening up the road and occupying the hatchback”, it successfully listed in the regional markets of East China, Southwest China and Northeast China and became the hot-selling brand in the local market. “Give me oxygen ” the success of the market, thanks to the Tongyuan Tong general manager of Mr. Chen unique market service and marketing strategy. In the herd of domestic bottled water market, the three major brands almost dominate the world, and later how to find a breakthrough in the market cracks and to seize the market commanding heights? Strengthen the brand value of the concept of lack of products like the name of the child. A good concept, then given a good product is like a tiger wings. Instead of conducting simple assimilation or analogy with similar products, we adopted a unique product positioning strategy that focuses on creating products that are unique to “give me oxygen” Brand value, and the value of this brand a full range of marketing. First, highlight the product features