市场不断成熟,日趋理性的消费者对价格越发敏感;市场的后进入者增长迅猛,进攻不断,让人不可小觑。在这种情况下,暂时领先的先进入者,是打价格战,还是坚持扛起品牌之旗?也许从香港国泰航空的品牌故事里能得到一些启发。战略定位决定品牌形象1948年被英资背景浓厚的太古集团收购的国泰航空在20世纪六七十年代迅速发展壮大。在随后的80年代,国泰借助香港的经济发展和得天独厚的地理优势,如同当时的全球经济发展态势一样一日千里,迅速建立起全球网络,位居香港航空业龙头,初步达到国际航空公司规模。但是,20世纪90年代,全 Growing market, increasingly rational consumers are more and more sensitive to the price; the market after entering rapid growth, offensive, people should not be underestimated. Under this circumstance, is the temporary first-mover entering the price war or insisting on carrying the banner of the brand? Maybe you can get some inspiration from the brand story of Cathay Pacific in Hong Kong. Strategic positioning determines the brand image In 1948 Cathay Pacific, which was acquired by Swire Group with a strong background in English and Chinese, developed rapidly in the 1960s and 1970s. In the ensuing 1980s, Cathay Pacific took advantage of the economic development and unique geographical advantages of Hong Kong as rapidly as the global economic development of that time to rapidly establish a global network, ranking the leading aviation industry in Hong Kong and initially reaching the scale of an international airline. However, the 1990s, all