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中等规模的企业要扩大是最难的,仅靠机遇和若干自发式的市场运作很难进一步提升。而这一番投入对于企业来说是关键性的。一次大手笔的决策错误可能会使几千万的广告费用付之东流,市场拓展行动杀翊而归,更会令企业士气受损,一蹶不振。而缩手缩脚的小股进攻也会让企业陷入添油式的被动应战。而现在在中央电视台播出广告的,由昆明滇虹药业有限公司出产的新品“康王发用洗剂”则通过一系列的整合营销,在短时间内,从一个默默无闻的地方品牌跃居为全国同品类产品市场占有率第二,取得了销售、品牌双提升的良好业绩。其背后蕴藏的精湛的市场策略值得我们关注。
It is difficult for medium-sized enterprises to expand, and it is hard to further enhance them with opportunities and some spontaneous market operations. And this investment is crucial for the enterprise. A generous decision-making mistakes may cost tens of millions of advertising costs, the market expansion action to kill Yi, but will also make the morale of the enterprise damaged, sluggish. The shrinking small unit attack will allow companies to fall into the oil-passive reaction. Now broadcast on CCTV advertising, Kunming Yunnan Rainbow Pharmaceutical Co., Ltd. produced a new “Kang Wang hair lotion” through a series of integrated marketing, in a short period of time, from an obscure local brand jumped to The market share of the same product category in the country ranked the second with good results of sales and brand double improvement. Behind the superb marketing strategy worthy of our attention.