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成元保健品公司总经理尚楚楚正在为公司新近从日本引进的保健品“东瀛清脂”的销售策略而苦恼。尚楚楚得到了一个不太好的消息,他们的产品刚刚在上海试销,已经在市面上出现了类似的仿冒产品。一年多以前,成元公司也曾经从美国引入过螺旋生命剂,这是一种高端保健品,在美国市场十分畅销。成元公司为打破中国保健品市场鱼龙混杂的局面,希望借助进口高端产品在高端目标客户市场中打开销路。成元做了大量的市场调查和促销工作,并投入了高额广告。产品定价不低,但也因此给渠道和商家留出了足够的利润空间,留给渠道的利润甚至达到了70%。产品上币仅一个月时,成元的产品就已经有了近600万的销售额。但是很快,仿冒产品迅速跟进,成元的正品销售额急剧下滑。最终还是让仿冒的产品冲垮了市场。现在难道又要重蹈覆辙?成元公司究竟该怎么办?
Shang Chu Chu, general manager of Cheng Yuan Health Products Company is distressed by the sales strategy of the company recently introduced from Japan, “Dongying Qingzhi”. Shang Chuchu got a not so good news that their products have just been tested and sold in Shanghai and similar counterfeit products have appeared on the market. More than a year ago, Cheng Yuan Company also introduced spiral life agent from the United States, which is a high-end health care products and is very popular in the United States market. As a company to break the Chinese health care products market quite a mixed bag, hoping to import high-end products in the high-end target market opened. As a large number of market research and promotion work done, and invested heavily in advertising. Product pricing is not low, but also to the channels and businesses set aside enough profit margins, leaving the channel profits even reached 70%. The product on the currency only one month, as the yuan's products already have nearly 6 million in sales. But soon, counterfeit products quickly follow up, a sharp decline in sales of genuine dollars. Eventually let fake products burst the market. Do now have to repeat the same mistakes? Cheng Yuan company how to do?