【案例介绍】雪豹集团地处浙江省钱塘江畔,是一家创办于1984年11月的乡镇企业。它凭借5000元资金、24名职工和借来的两间旧房艰苦创业,以灵活的机制在市场竞争中迅速崛起,成为中国服装行业的“八强企业”之一。自创业至1989年,雪豹公司生产、销售走的是代人加工、请人代销的营销路子,企业难以大发展。从1989年起,雪豹人开始根据市场变化,自建销售网点进入市场。从那时起,他们不断根据形势的变化改进营销策略,演绎出开拓市场的“三部曲”。 “自建网点进市场”是雪豹开拓市场的第一步。1989年,雪豹公司在充分调研市场的发展趋势后,认为今后几年将是国内皮衣市场的快速发展期,占领 【Case Introduction】 Snow Leopard Group is located in the bank of Qiantang River in Zhejiang Province. It is a township enterprise established in November 1984. With 5,000 yuan of funds, 24 employees and two old houses borrowed, the company has been blazing new trails and has emerged as a flexible mechanism in the market competition. It has become one of the “top eight enterprises” in the Chinese garment industry. Since the establishment of the company in 1989, Snow Leopard’s production and sales have taken a marketing path that is based on behalf of people and is sold on behalf of others. It is difficult for companies to develop. Since 1989, Snow Leopards have begun to enter the market through self-built sales outlets based on market changes. Since then, they have constantly improved their marketing strategies based on changes in the situation and interpreted the “trilogy” of market development. “self-built network into the market” is the first step in developing the market for snow leopards. In 1989, after fully researching the development trend of the market, Snow Leopard thinks that in the next few years it will be the rapid development period of the domestic leather garment market.