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一声叹息,一批老字号渐渐地从人们的视野中消失,凤凰自行车、雪花牌电风扇、大大泡泡糖、熊猫洗衣粉、英雄钢笔……佳人迟暮,英雄末路。时代的变迁给这些品牌带来了什么?一声感慨,一批老字号依然以健康态活在人们的生活中,六神花露水、云南白药、青岛啤酒……一去一留,时光并没有特别偏爱谁,但如何才能揭开此中之谜?中欧国际工商学院市场营销学教授王高给出的解题方案是三维坐标系统。一维:是否中国独有;二维:产品优势;三维:市场需求(或可被唤醒的需求)。
A sigh, a group of old and gradually disappear from the people’s perspective, Phoenix bike, snow fan, big bubble gum, panda washing powder, hero pen ...... Beauty late, the heroic end. A change of age brought to these brands? A feeling of emotion, a group of old and famous still live in healthy living in people’s life, Liu Shenhua dew, Yunnanbaiyao, Tsingtao Brewery ... ... to go and stay, time and no particular preference, But how can we unlock the mystery? Wang Gao, professor of marketing at CEIBS, presents a three-dimensional coordinate system. One-dimensional: whether China is unique; two-dimensional: product advantages; three-dimensional: market demand (or can be awakened demand).