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品牌对于产品的附加价值至关重要,拥有高价值的品牌资源,无疑是一个企业创造利润与财富的瑰宝。然而,品牌的高价值体现,需要强大的市场运营、产品经营、销售推广作为支撑,否则再有知名度的品牌,也只能沦为一个有价无市的标识。“王老吉”是广药集团最具品牌价值的资产,在成功从加多宝手中收回红罐王老吉品牌后,广药集团对王老吉品牌有着怎样的的产业布局、战略规划,是大家关注的焦点。文章将从王老吉品牌的历史背景、广药王老吉目前的市场布局、产品线延伸等多方面出发,探讨广药对王老吉品牌与产品的发展到底有着怎样的战略与布局、走着怎样的营销节奏,并从企业性质出发,探讨广药王老吉面对层层质疑声下,选择着怎样的前进节奏,而选择这样节奏背后的原因又是什么,并对广药在运营王老吉品牌中面临的痛点进行分析,从而勾勒出广药领导下的王老吉品牌发展战略路线。
Brand value for the product is essential, with high-value brand resources, is undoubtedly a business to create a treasure of profits and wealth. However, the high value of the brand reflects the need for a strong market operation, product management, sales promotion as a support, or another well-known brand, can only be reduced to a priceless city logo. “Wang Lao Ji ” is the most valuable brand asset of GPHL. Following the successful recall of the Wong Lo Kat brand from GDB, what kind of industrial layout and strategic planning does GPHL have over Wong Lo Kat? focus. Based on the historical background of Wanglaoji brand, the current market layout of Wanglaoji and the extension of product line, the article will discuss the strategy and layout of Guangluo on Wanglaoji’s brand and product development, and what kind of marketing rhythm, Based on the nature of the enterprise, this paper discusses what kind of progress rhythm should be chosen under the sounding of doubts and questions from Wang Yao, a general practitioner, and what is the reason behind the choice of such a rhythm, and analyzes the pain points that GP is facing when operating Wanglaoji brand , Which outlined the strategic direction of Wang Lao Ji brand development under the leadership of Guangyao.