“失败乃成功之母”。通过对中国市场上典型的营销败笔的剖析,以期引起企业领导者决策时警戒。三元牛奶:失守大本营失败关键:大本营失守,成本控制乏力市场结局:三元已经在大本营北京退居第三,而在巅峰时期,三元曾占据了北京市场的8成。事件回放:2004年10月,北京三元牛奶在大本营北京市场上退居第三,排在蒙牛、伊利之后。 “Failure is the mother of success”. Through the analysis of the typical marketing failures in the Chinese market, it is hoped that corporate leaders will be alerted when making decisions. Ternary milk: failure of the lost base camp key: the loss of base camp, lack of cost control Market Outcome: Ternary Beijing has been the base to retire in the third base, and in its prime, the ternary had occupied 80% of the Beijing market. Event Replay: In October 2004, Beijing Sanyuanli Milk slipped to third place in the Beijing base of the base camp, behind Mengniu and Erie.