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一、盘活资金,疏通血脉白酒老品牌举步维艰的原因很多:半成品积压严重超标、在途资金过大、在广告营销向整合营销转变的过程中调整不了老思路等,都是病症的表现。真正的原因是资金滞流或彻底断源,出现了贫血症、败血症或血癌,直接导致企业的微利、亏损甚至死亡。要知道,商品管理的目的是资金管理,营销的价值在于资金可持续性流通中的积累。市场化越强的领域,资本的力量也越大。以中国八大名酒宋河粮液为例,1999年宋河进行了
First, make an inventory of funds, to clear the veins of the old brand of blood difficult for many reasons: serious oversupply of semi-finished products, in-transit funding is too large, in the process of advertising and marketing to integrated marketing can not adjust the old ideas, are symptoms of illness. The real reason is the stagnation of funds or a complete source of failure, the emergence of anemia, sepsis or blood cancer, a direct result of the company's profit, loss or even death. You know, the purpose of commodity management is money management, the value of marketing lies in the accumulation of funds in the circulation of circulation. The more market-oriented areas, the greater the power of capital. To China's eight famous wine Songhe Liang liquid, for example, Song River in 1999