论文部分内容阅读
亮点1996年秋,双汇集团借美国动画片《狮子王》在孩子们心目中的影响,在同行业“王”满为患(春都王、郑荣王、金锣王等)的情况下,以“王中王”巧借“狮子王”的定位,推出双汇王中王火腿肠品牌,获得巨大成功。这个从动画片中巧借的营销创意,为双汇集团省下了上千万元的广告投入,双汇也因此取得了在这场王牌大战中称“王”称“霸”的资格。在双汇的销售收入和利润总额中,60%的功绩来自于王中王火腿肠的的销售。用总经理万隆的话说:“那是我们的命根子。”双汇目标:2000年销售60亿元,利税6亿元;2005年销售100亿元,利税10亿元。万隆格言:挑战自我,征鞍不懈
Highlights In the autumn of 1996, Shineway Group took the influence of the American cartoon “Lion King” in the minds of children. In the situation where the industry was suffering from “Wang” (Chun Du Wang, Zheng Rong Wang, Jin Gong Wang, etc.) In order to “Wangzhongwang ” cleverly borrowed “Lion King ” positioning, launched the Shuanghui Wangzhongwang ham brand, with great success. This clever cartoon from the marketing ideas for the Shineway Group saved tens of millions of dollars in advertising, Shuanghui also made in this battle of trumps, said “Wang ” said . In the sales revenue and total profit of Shuanghui, 60% of the merit comes from the sales of Wangzhongwang ham sausage. With the words of the general manager Bandung: “It is our lifeblood. ” Shuanghui target: sales of 6 billion yuan in 2000, profits and taxes 600 million yuan; 2005 sales of 10 billion yuan, profits and taxes 1 billion yuan. Bandung aphorisms: self-challenge, Zheng saddle