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社区营销在牛奶行业中已存在多年,近几年这种营销模式正在经历非常明显的变化。引发变化的外在因素无非是两个方面,一是现代商超渠道的兴起对社区营销带来挤压;二是在新消费需求和新竞争压力下,原有的社区营销在内容与形式方面显露出滞后,需要革新。总体来看,社区营销的吸引力与有效性还远远达不到令人满意的程度。分析原因主要是企业还没有想清楚为什么要做社区营销?这里面有这样几种典型的情况:1、因为没钱所以要做:本人在2000年帮助蒙牛拓展上海
Community marketing has existed in the milk industry for many years and in recent years this marketing model is undergoing very significant changes. The external factors that lead to change are nothing more than two aspects. One is that the rise of modern supermarkets channel brings about squeeze on community marketing. The second is that under the pressure of new consumer demand and new competition, the original community marketing is not only content and form Revealed a lag, need to innovate. Overall, the attractiveness and effectiveness of community marketing is far from satisfactory. Analysis of the main reasons why companies have not yet figured out why to do community marketing? There are several typical situations: 1, because no money so to do: I help Mengniu in Shanghai in 2000 to expand Shanghai