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如果让我用一个词来形容蒙牛酸酸乳2013年的市场表现,那就是“改变”。确切地说,大至品牌理念、品牌形象、品牌活动;小至产品研发、新品推广,蒙牛酸酸乳都极具“改变”色彩。曾有不少人质疑,对于蒙牛酸酸乳这样一个历经9年市场积淀下来的成熟品牌,为何不选择稳中求胜、稳步发展,反而大行“改变”之道,挑战市场新的视觉、感觉神经,向全新市场领域寻求突破。面对这一疑问,我想明确的是,蒙牛酸酸乳2013年的“改变”是市场进化的必然结果,也势必会成为品牌大飞跃的重大转折点。
If let me use a word to describe Mengniu sour milk market performance in 2013, that is “change ”. Specifically, as big as the brand concept, brand image, brand activities; as small as product development, new product promotion, Mengniu sour milk are very “change ” color. There have been many people questioned, for Mengniu sour milk after a 9 years of market accumulation of mature brands, why not choose steady win, steady development, but big line “change” the road to challenge the market new Visual, sensory nerve, to seek new breakthroughs in the field of markets. In the face of this question, I would like to make it clear that the “change” of Mengniu Sourdream in 2013 is an inevitable result of the market’s evolution and will inevitably become a major turning point in the brand’s big leap forward.