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喜力带着中国“60、70”一代用音乐和体育认识了世界。但越来越多的国际品牌进入中国,喜力面临着激烈的竞争,其高端定位的核心优势该如何延续?中国“60、70”一代不会忘记,上世纪90年代还在他们的青春无处发泄之时,是喜力带着他们用音乐和体育来认识了世界。当国内还在风靡崔健、赵传时,喜力把国际舞台上的摇滚乐队带入中国,也把传说中的网球种子选手阿加西、张德培带到了中国年轻人的面前。在外企,上班时带个网球拍,或是讨论网球暗暗地成为年轻人比酷的标志。随着越来越多的国际品牌进入中国,喜力面临激烈的竞争,其高端定位的核心优势该如何延续?
Heineken with China “60,70 ” generation to know the world with music and sports. However, more and more international brands enter China and Heineken faces fierce competition. How to maintain the core advantages of high-end positioning? The “60,70” generation in China will not forget that in the 1990s, When youth is nowhere to vent, Heineken brings them to know the world in music and sports. When the country is still popular Cui Jian, Zhao Chuan, Heineken rock band into the international arena into China, but also the legendary tennis seed Agassi, Zhang Depei brought to the face of young Chinese people. In foreign companies, work with a tennis racket, or discuss tennis secretly become a sign of youth than cool. As more and more international brands enter China, Heineken faces fierce competition, how to maintain the core advantages of its high-end positioning?