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对于新世纪的中国白酒企业来说,不论大品牌、小品牌、老品牌、新品牌,也不论资源的多少、基础的好坏,不论是采用概念炒作,公关或是广告轰炸,营销都必须以“优质阵地”为平台。随着市场信息和资本格局的频繁变化,白酒企业必须提高营销的成功率,也就是对目标区域市场做到精确有效打击,从而使目标区域市场成为整合布局中重要的一步棋。没有精确的阵地战,一切所谓的产品推广、公关推广、人员推广、品牌推广、广告推广等都是无稽之谈,营销阵地战是中国白酒企业未来整合营销链中的核心和精髓。如何实现精确的营销阵地战?四个字——稳、准、狠、快!那么,如何做到这四字方针?
For Chinese liquor enterprises in the new century, no matter big brands, small brands, old brands, new brands, no matter how many resources, the foundation is good or bad, no matter using concept speculation, public relations or advertisement bombing, marketing must be based on “High quality position ” as a platform. With the frequent changes of market information and capital pattern, liquor enterprises must increase the success rate of marketing, that is to say, precisely and effectively target the target markets so as to make the target markets an important step in the overall layout. Without precise positional warfare, all the so-called product promotion, public relations promotion, personnel promotion, branding, advertising and so on are nonsense, marketing battlefront is the core and essence of the future integrated marketing chain of Chinese liquor companies. How to achieve accurate marketing battle? Four words - steady, accurate, relentless, fast! So, how to achieve this four-character approach?