美国杰出营销专家里斯和特劳特所著的《营销战》中论述了营销防御战的3条基本原则第一,只有市场领先者才可以考虑进行防御战;第二,领先者最佳的防御策略是进攻自己,第三,作为市场领先者要时刻准备阻止竞争者的强大营销攻势。纵观金龙鱼第二代调和油的上市推广案例,笔者认为金龙鱼恰恰是深谙营销防御战精髓的个中高手。首先,作为调和油中的市场领先者(原文所载:在绝大多数消费者心目中,金龙鱼还只是调和油专家),金龙鱼在消费者头脑中占据着绝对的优势位置,并且在很多消费者的心目中确立了其 The Marketing Campaign, by Reese and Trout, distinguished marketing experts in the United States, discusses the three basic principles of marketing defenses. First, only market leaders can consider defensive campaigns. Second, leaders’ best defenses Strategy is to attack yourself, and third, as a market leader, be prepared to stop a strong marketing campaign by competitors. Throughout the promotion of the second generation of Arowana blending oil market promotion case, I think that Arowana is precisely the essence of marketing defensive essence of a master. First, as a market leader in reconciling oils (original text: Arowana is also a blend oil expert in most consumers’ minds), Arowana holds an absolute predominance in the minds of consumers and is in many ways Consumers have established it in their minds