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案例主七匹狼实业股份有限公司市场地位从2000年开始,七匹狼在中国休闲男装市场占有率屡居第一,是国内率先导入特许经营专卖的服装品牌之一。失败关键 1.营销控制力、执行力差——失去了很多场外公关和媒体关注的机会,没有达到预期的品牌宣传效果。2.将体育营销做成了短期炒作——只得到了短期促销的效果,并没有达到提升品牌价值和品牌文化的长期目的。3.被阿迪达斯偷袭成功——广告中球星穿上了其他品牌的运动服。花巨额的赞助爨和广告费,为他人做了嫁衣裳.
Case Main Septwolves Industrial Co., Ltd. Market Position Since 2000, septwolves occupy the first place in the market for casual men’s clothing in China, becoming one of the first clothing brands to be introduced into the franchise in China. The key to failure 1. Marketing control, poor execution - Lost a lot of off-site public relations and media attention opportunities, did not achieve the desired effect of brand promotion. 2. Sports marketing made short-term hype - only to get the effect of short-term promotions, and did not achieve the long-term goal of enhancing brand value and brand culture. 3. Adidas was a successful attack - the stars put on other brands of advertising sportswear. Spend a huge amount of sponsorship and advertising costs, married clothes for others.