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奥克斯的成功转型实际上是品牌的转型。品牌转型是一个系统转型,并不是一个独立体,它一直受到奥克斯的关注。一方面,品牌转型需要媒体支持,比如说央视的招标,大型的有规格的并且公益性的世界营销活动。另一方面,品牌转型是一个品牌口碑的建立过程。奥克斯认为影响整个品牌转型的重要环节是消费者和渠道网络,而最终要通过产品品质来验证。三四月份是空调旺季启动的一个关键时期,对这个关键时期把握得准确与否是旺季能不能实现销售目标的一个重要标志。奥克斯空调掌门人郑宏伟清楚地认识到,按照冷冻年度计算,从上一年度的8月份到下一年度的三四月份要经过一个漫长的淡季。进入奥运年以后,奥克斯空调充分发挥了2007年的市场优势和奥运营销的特点,制定了详细的市场推广和营销策略,在淡季渠道建设和经销商回款方面取得了优异的成绩。据统计,全国各区域市场都呈现出不同程度的上涨。
The successful transformation of Oaks is actually a brand transformation. Brand transformation is a systematic transformation, not an independent body, it has been the concern of Oakes. On the one hand, brand restructuring requires media support, such as CCTV’s bidding, large-scale, non-profit world marketing campaigns. On the other hand, brand restructuring is the process of building a brand reputation. Oakes thinks that the important link that affects the whole brand transformation is the network of consumers and channels, which will eventually be verified through product quality. March and April are the critical period for starting the season of air-conditioning. It is an important sign that the accurate grasp of this crucial period can achieve the sales target in the peak season. Oakes air conditioning head Zheng Hongwei clearly recognize that, according to the freezing year calculation, from August of the previous year to March and April of the following year to go through a long off-season. After entering the Olympic year, Oaks Air Conditioning give full play to the advantages of the market in 2007 and the characteristics of Olympic marketing, developed a detailed marketing and marketing strategies, channel construction in the off-season and dealer returns has made outstanding achievements. According to statistics, all regions of the country have shown different degrees of increase in the market.