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这是一个“品牌赚钱,而不是商品赚钱”的时代。在众多奶制品商家正为抢占市场酣战的时候,“蒙牛”杀出重围,迅速成为全国市场占有率名列前某的奶制品,这既是“蒙牛”销售通路畅通的结果,更是品牌建设成功的必然。在“蒙牛”品牌建设的过程中,被评为2003年度十大策划之一的“蒙牛:中国航天员专用乳制品”案例,更是塑造品牌的成功典范。“公关第一,广告第二”在这个观点还在反复讨论的时刻,“蒙牛”已经依托这个成功的事件营销,开始了自己在中国液态奶行业的领跑历程。为更好地了解这一策划背后的故事,本刊特邀请了“蒙牛中国航天员专用乳制品”事件行销主策划——蒙牛乳业集团副总裁孙先红以及该项目顾问、中国十大策划人之一的李光斗就此进行了一次对话,来共同揭开这一精彩案例的成功秘诀。
This is an era of “brand making money, not making money from commodities.” When numerous dairy products merchants are fighting for market share, Mengniu has taken its place and quickly became one of the most popular dairy products in the country. This is the result of the smooth sales channel of Mengniu and the success of the brand building. The inevitable. In the process of building the “Mengniu” brand, it was named “Mengniu: China’s Astronauts Dedicated Dairy Products”, one of the top ten plans for the year 2003, and it was a successful model for building a brand. “Public relations first, advertising second” At this moment of repeated discussion of this point of view, “Mengniu” has relied on this successful event marketing to start its own leading course in China’s liquid milk industry. To better understand the story behind this plan, the magazine invited the “Mengniu China Astronaut Specialty Dairy Products” event marketing master plan - Sun Xianhong, vice president of Mengniu Dairy Group, and the project consultant, one of China’s top ten planners. Li Guangdou conducted a dialogue on this to jointly unveil the secret of success of this wonderful case.