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在国家营销中,我们不但要做好理性的因素,即围绕消费需求在产品上持续创新的能力,也要做好感性的因素,即在产品输出的基础上实现管理输出和文化输出。“不管我国的军队在什么地方,也不管本公司要花多少成本,我们一定让每个军人只花5分钱就能买到一瓶可口可乐。”可口可乐公司的第二任董事长伍德鲁夫在第二次世界大战的战云密布中,忽然找到了无限的商机——让可口可乐成为美利坚的国家象征,在战火纷飞的一线成为美国士兵的必需品。成为正能量的化身这一事件营销的效果远超伍德鲁夫的想象。五星上将巴顿把一地窖可口可乐当作必需品,无论他转战何处,都要
In national marketing, we must not only make rational factors, that is, the ability to continuously innovate around products on the basis of consumer demand, but also do the perceptual factor, that is, to realize management output and cultural output on the basis of product output. “Regardless of where our troops are and how much our company costs, we must allow every soldier to buy a bottle of Coca Cola for only 5 cents.” "The second chairman of Coca-Cola, Woodruff, In the volatile world of World War II, he suddenly found unlimited business opportunities - making Coca-Cola a national symbol of the United States and becoming a necessity for American soldiers in a war-torn war. The incarnation of being a positive energy event is far more effective than Woodruff’s marketing. Five-star general Barton cellar Coca-Cola as a necessity, no matter where he fought, have to