论文部分内容阅读
目前,绝大多数空调大企业想差异化营销,从而把自己和新老对手都区隔开来。但这在企业实力强大和供过于求及消费者需求差异明显时适用——但现在,大家都“差异”,又没有新技术,其实导致了市场和产品的高度雷同。 例如,副品牌指挂在企业主品牌下不进行工商注册的产品系列名称,用以区分产品系列,丰富品牌阵容,给消费者深刻印象,同时,方便管理与传播。但是R企业的副品牌过多,有15个,每个副品牌下有10个左右的产品型号,前述的240个常销型号便挂在这15个副品牌下,即便内
At present, the vast majority of air-conditioning large enterprises want to differentiate marketing, thus separating themselves from the old and new rivals. But this applies when the business is strong and oversupply, and when the consumer needs differ significantly-but now, everyone is “differentiated” and without new technology, in fact, leads to a high degree of similarity between markets and products. For example, a sub-brand refers to a series of products that are not registered under business owners' brands and are used to differentiate product lines and enrich the brand lineup, impress consumers and facilitate management and dissemination. However, there are too many sub-brands of R company, there are 15 sub-brands under each of about 10 models, the aforementioned 240 models will be linked to the most popular under the 15 sub-brands, even within