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野力高果酒是陕西科龙食品公司开发的新产品,1997年市场投入近300万元,可回款却不到100万元,损失相当惨重。科龙食品公司痛定思痛,决定重新选择营销策略,可市场能否接纳,公司内部争议颇多,再加上刚刚败走麦城,大家信心不足。在这种情况下,科龙食品公司的何总找到我,委托我做野力高果酒的重新上市推广策划。搞市场推广策划的第一步便是营销诊断,而营销诊断却离不开市场调研,通过一个月的市场调查,我找出了问题所在。一是科龙食品公司广泛撒网,盲目性、随意性强,
Yeoli Gaoguo Wine is a new product developed by Shaanxi Kelong Food Company. In 1997, the market invested nearly 3 million yuan, but the refundable amount was less than 1 million yuan. The loss was rather heavy. Kelon Food Company made a painful decision and decided to re-select marketing strategy. Can the market accept the company? There are quite a lot of internal disputes in the company. Together with the recent loss of Maicheng, everyone lacks confidence. Under this circumstance, He Zong from Kelon Foods Co., Ltd. found me and commissioned me to do a re-listing promotion plan for Yeliigao. The first step in marketing planning is marketing diagnosis, and marketing diagnosis is inseparable from market research. Through a month of market research, I have found out the problem. First, Kelon Food Co., Ltd. spreads its nets extensively, blindness and randomness.