论文部分内容阅读
2003年初,中国营销界精心评选出2002年度十大营销金奖案例,长虹“精显王”背投彩电营销案例霍然在内,且位居前列;这是近年来处于低谷期的长虹罕有的成功营销案例,这次营销不但使得长虹由低端市场进入高端市场,成为中国背投彩电的代表者,更重塑、提升了长虹品牌形象,“挽救”了危机四伏中的长虹。长虹“精显王”背投彩电营销案例荣获中国营销金奖案例,是实质名归、名副其实。 笔者全程追踪、参与长虹“精显王”背投彩电营销工作,体会颇深,现就长
In early 2003, China's marketing community carefully selected the top ten marketing gold medal cases in 2002. Changhong “Jing Xian Wang” rear-projection TV sales case Hu Ran, and among the forefront; this is the lowest period in recent years, Changhong rare successful marketing Case, the marketing will not only make Changhong from the low-end market to enter the high-end market, become the representative of China's rear projection TVs, more reshape, enhance the brand image of Changhong, “rescuing” Changhong in the midst of crisis. Changhong “Jing Wang,” the case of rear projection color TV won the case of China Marketing Gold Medal, is the real name, a veritable. I follow the whole track, to participate in Changhong “Jing Wang” rear projection color TV marketing work, experience deep, now on the long