论文部分内容阅读
我国久负盛名的红双喜乒乓求,早已被国际乒联列为国际比赛用球,深受各国运动员喜爱,然而红双喜乒乓球年销售量仅仅是与之质量而同的日本尼塔库牌乒乓球的1/30。原来,尼塔库的经营者每次国际大赛时总是不惜花费重金资助东道国,并且在赛场树起尼塔库的广告牌,通过各种媒体大做广告,使尼塔库的形象深深铭刻在消费者的心目中。而我国红双喜品牌由于呆板,企业营销基本上处于等客上门的封闭状态,更谈不上作什么广告,最终让自己的品牌白白养在深闺无人问,其占有市场份额很少就可想而知了。难怪有位日本商人批评说:
China's prestigious Double Happiness table tennis pray, has long been the International Table Tennis Federation as an international game ball, loved by athletes from all over the world, but the annual sales of the Double Happiness table tennis with only the quality of the same Japanese nita library table tennis 1 / 30. Turned out to be the original, Nitta library operators each international competition always spend money heavily on the host country, and in the stadium Nietulu billboards, advertisements through a variety of media, so deeply impressed Nittaku image In the minds of consumers. The Hong DHS brand due to dull, corporate marketing is basically in the closed state of the off-site, let alone for what advertising, and ultimately make their own brands in vain to raise no one in the boudoir, the market share of its little you can imagine Got it. No wonder one Japanese businessman criticized: