一个有着一百多年历史、销声匿迹二十多年的老品牌为什么能逐渐复活?行家认为,莱茵金啤的成功是因为挖掘了一个还未被别人发现的利基市场。每一年《Business 2.0》杂志都会举办一次评奖,评选当年一批具有代表性的市场营销项目,奖励他们独特的创意和成功的市场推广运动。2003年的品牌再推广大奖出乎意料地颁给了一个似乎“鲜为人知”(读下去你就会理解笔者为什么要加引号了)的啤 Why has an old brand that has a history of more than a hundred years and has disappeared for more than 20 years can be gradually revived? Experts believe that the success of Rhine-Brewery is due to the excavation of a niche market that has not yet been discovered by others. Each year, Business 2.0 magazine organizes a selection of the year's select marketing campaigns to reward their unique ideas and successful marketing campaigns. The 2003 Brand Re-promotion Award was unexpectedly presented to a beer that seemed “little known” (read on and you understand why the author should quote quotes)