劲霸:市场危机呼唤 IMC在日趋激烈的市场竞争环境下,几乎所有行业的产品市场都逐渐趋于饱和乃至过剩,高度的产品同质化加深了市场的危机。因此,打造品牌可以说是企业对同质化市场所能做出的几乎是惟一的有效应对与选择。劲霸时装遭遇到了这种现实市场环境的挑战。因为对于一般企业,以产品竞争力为基础的产品差别化变得很困难;开发创造性的新技术或新产品也变得很难,即使能够迅速开发出新产品,由于技术市场的发达,仿制品会很快上市,产品的先占效果难以继续显现;至于价格战略,降价固然重要.但也难以与低价的无商标产品(No Brand Product)竞 Rimula: the market crisis calls for IMC In an increasingly competitive market environment, almost all industries are increasingly saturated with the product market or surplus, a high degree of product homogeneity deepens the market crisis. Therefore, build a brand can be said that the enterprise can be almost the only effective response to the homogenization of the market and choice. Rimula Fashion met the challenge of this realistic market environment. Because for the general business, product differentiation based on product competitiveness becomes difficult; it is also hard to develop creative new technologies or new products. Even if new products can be rapidly developed, due to the development of technology market, imitation products Will soon be listed, the preemptive effect of the product is difficult to continue to appear; as for the price strategy, the price reduction is important, but it is difficult with the low-priced No Brand Product