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在产品同质化现象非常严重的情况下,激烈的市场竞争不断的削弱着各个企业的赢利能力,在这种局面下,产品的创新成为企业保持竞争力,在市场上拥有话语权的关键因素,统一携“茶里王”以纯茶作为打破同质化的突破口。“茶里王”的“兵器谱”给我带来些许启示--茶饮料市场自从诞生就处于战国时代,诸侯割据,战火纷飞。众多品牌逐鹿中原,杀的难舍难分。如今茶饮料江湖仍然硝烟弥漫,统一、康师傅、娃哈哈、雀巢、三得利等品牌仍在争夺茶饮料市场。如今“统一”携“茶里王”进军华南市场,它喊着“感觉就象泡”的口号,披着“传达自然”概念的外套。以“一元悬赏茶里王”的双关促销以及前期广告的狂轰乱炸,开始了夺取中国茶饮料市场“王者之位”的攻击战。
In the situation where product homogeneity is very serious, fierce market competition continuously weakens the profitability of various companies. Under this situation, product innovation becomes the key factor for enterprises to maintain their competitiveness and to have the right to speak in the market. In order to break the homogeneity, the unification brings the “tea king” to pure tea. “The king of tea ”“ weapons spectrum ” brings me a little inspiration - tea beverage market has been born in the Warring States period, vassals separatist, war invaders. Numerous brands competed against the Central Plains to kill them. Today, tea drinks are still raging in the rivers and lakes. Uniform, Master Kong, Wahaha, Nestle, Suntory and other brands still compete for the tea beverage market. Today, “unified” brings in the “tea king” to enter the South China market. It shouts the slogan of “feeling like a bubble” and the coat of “transmitting nature”. With the puns promotion of the “one dollar reward king of tea” and the frantic bombardment of pre-advertising advertisements, the attack to seize the Chinese tea beverage market “the king’s position” was started.