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我们知道,波司登可以称为中国羽绒服行业的老大, 它几乎连续七年占据了中国羽绒服销售领域的绝对领先地位。经营羽绒服的巨额利润吸引了众多竞争者,一时间市场上不断有商家挤进来,羽绒服品牌不胜枚举。在激烈的市场竞争中,波司登一直保持着遥遥领先的地位,并且在羽绒服市场上备受青睐,无人匹敌。据国家统计局统计,2001年,波司登羽绒服的市场份额更是达到了31.95%,远远超过了国际标准的市场垄断线24%。那么,波司登羽绒服品牌究竟是如何成功的呢?广告支持营销目标一、挖掘对消费者的洞察力营销人员了解消费者是各种营销决策的核心,波司登的营销人员发明了好多种对消费者调查的技术,如焦点小组座谈、电话和邮寄调查、概念测试、商场专卖店调查、网络调查和配货日记清单调查等,并且还强制他们的营销人员要超越标准方法,更广泛和更深入地了解消费者。波司登营销公司教他们的营销人员通过看电视商业节目、逛商店以及与家
We know Bosideng can be called the boss of China's down jacket industry, which occupies the absolute leading position in the sales of Chinese down jacket for almost seven consecutive years. Huge profits down jacket business has attracted many competitors, for a time there are constantly crowded businesses on the market, down jacket brand numerous. In the fierce competition in the market, Bosideng has maintained a far ahead position, and in the down jacket market has been favored, unmatched. According to the statistics of National Bureau of Statistics, in 2001, the market share of Bosideng Down garments reached 31.95%, far exceeding the 24% monopoly of international standards. So, Bosideng down jacket brand exactly how successful? Advertising support marketing goals First, tap the insights of consumers Marketers understand that consumers are the core of various marketing decisions, Bosideng marketers have invented a variety of consumer surveys Technology such as focus group discussions, phone and mail surveys, concept testing, mall store surveys, web surveys and stocking diary inventory surveys, and also forcing their marketers to go beyond the standard methods to gain a broader and deeper understanding consumer. Bosideng Marketing Teach their marketers to watch TV commercials, stores, and homes