一、前言从1994年至1997年6月,我们为益生堂实施营销策划差不多有三年的时间了,在这三年里,这个品牌从诞生到发展、壮大,直至成为全国保健品中一个比较出名的品牌,经历了许许多多有意思的事。作为一个策划人,亲身体味了这其中的酸、甜、苦、辣,也获得了各种营销经验,觉得有必要向更多的朋友说一下。我想无论是成功的还是失败的经验,都应该与正在从事销售或策划的人上来分享,如果您能从中获得启发或教训,那就格外有意义。 I. INTRODUCTION From 1994 to June 1997, we had implemented the marketing plan for Yishitang for almost three years. During this three-year period, the brand grew from birth to development and became a well-known brand in the nation’s health products. The brand has experienced many interesting things. As a planner, I personally tasted the acidity, sweetness, bitterness, and spicy taste, and gained various marketing experiences. I feel that it is necessary to talk to more friends. I think that whether successful or failed, it should be shared with those who are engaged in sales or planning. If you can get inspiration or lessons from it, it will be particularly meaningful.