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回首2012年7月,火爆的电视节目《中国好声音》,歌手火了,四大导师刘欢、庾澄庆、那英、杨坤感动着、收获着,而观众和粉丝则疯狂着、呐喊着。对于广州医药集团有限公司(简称广药)和加多宝集团(其母公司为香港鸿道集团)而言,台前台后仅仅是一场没有硝烟的商战。王老吉这个品牌与广药和加多宝集团有许多耐人寻味的商业故事,它能否在这场商战中依然保持其凉茶始祖的地位,还有许多未知数。这个商业故事穿插着N个广告战、媒体战、微博战、舆论战、渠道战、法律战,等等。环环相扣,对于参与者而言输不起。这场“红色”商战传递给其他企业的信息又是什么呢?我们来一起探寻个究竟,在回顾这段商战的过程中,恰恰是整理商战历史,反思当下商业策划和战略的好时机。
Looking back on July 2012, the popular TV show “China Sounds”, the singer was on fire, the four mentors Liu Huan, Qiu Chengqing, Na Ying, and Yang Kun moved and reap the fruits while the audience and fans were crazy and shouting. For Guangzhou Pharmaceutical Group Co., Ltd. (referred to as Guangzhou Pharmaceutical) and JDB Group (the parent company of Hong Kong Hong Tao Group), the front desk is just a smokeless business war. Wong Lo Kat brand and Guangzhou Pharmaceutical and JDB Group have many interesting business stories, whether it can remain in the war the status of her ancestor of herbal tea, there are many unknown. This business story is interspersed with N advertising campaigns, media war, microblogging war, media warfare, channel warfare, legal warfare, and more. Interlocking, can not afford to lose for the participants. What is the information passed from this “red” business war to other businesses? When we look together, what is the best time to review the history of business war and reflect on current business plans and strategies? .