背景2003年,中国人经历了一场突如其来的“灾难”——“非典”。“消毒”意识在此阶段前所未有的高涨,也由此催生了消毒用品行业向一个独立的行业发展。健之素,借机由专业市场向民用市场的战略方向转移,意图在中国消毒行业打造健之素的领导品牌地位。如何进行转移?以何种品牌形象进入民用市场?如何规划企业的品牌经营战略?这些问题逐一摆在企业的面前。 Background In 2003, the Chinese experienced a sudden “disaster” - “SARS.” The awareness of “disinfection” has risen unprecedentedly at this stage, which has also led to the development of the disinfectant industry to an independent industry. Kinzanori took the opportunity to shift from a professional market to a civilian market in a strategic direction with the intention of creating a leading brand position for Kinzuru in China’s disinfection industry. How to transfer? To what brand image into the civilian market? How to plan the brand business strategy? These problems one by one in front of enterprises.