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一个案例:A 企业沉沦营销炼狱A公司是昆明一家年设计生产能力2500吨的非葡果酒企业,也是一个和笔者曾经走过一段时间的“恋爱”伙伴;后来,因为在一些基本理念上也难以达成共识等原因,最终分手。不过,毕竟是自己曾经合作过的企业,所以一直非常关注,并还和 A 公司的张总时不时地通通电话,聊聊企业和其市场状况。据张总介绍,上两个年度,公司在本土市场维持500万元左右的年销售额。一个1999年起步的弱势品牌,在没有广告、促销等营销推广的支持下,其非萄果酒还能拥有这般数量的自然出货量,其市场基础应该还算维系得不错的。这是我听到张总有关销量时的想法。可后来的事实,证明我是大错特错的!今年年初的某天,张总又打了一
A case: A business sinking purgatory A company is Kunming, a design capacity of 2,500 tons of non-grape wine business, but also a and I have been through a period of time “love ” partners; and later, because in some basic concepts It is difficult to reach consensus and other reasons, the final break up. However, after all, is the company they have worked with, it has been very concerned about, and also Zhang company A and from time to time to all the phone, talk about business and market conditions. According to Zhang introduction, the last two years, the company maintained in the local market about 5 million yuan in annual sales. A disadvantaged brand that started in 1999, with the support of marketing campaigns such as advertising and promotion, can still own such natural shipments of wine, and its market base should still be fairly well maintained. This is what I heard about General Manager Zhang's sales. Later, the fact that I was wrong! I was one day earlier this year, Zhang also hit a