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在低迷的保健品市场环境下,一个行业外的公司如何在短短3个月,将一个小小的口含片成功切入市场并做到3000万元销售额?缜密的市场分析,对产品定位、通路、广告投放的精心设计,策划与市场的融合统一,是其获胜之本。 “从这儿到这儿都舒服!”随着葛优那略有几分傻气又略带几分幽默的声音,这句大白话几乎一夜间传遍大江南北。当老百姓津津乐道于“李冬宝”与“葛玲”十几年后的再次重逢时,有一个产品正悄悄地被千千万万个老百姓记住,那就是——亿利甘草良咽。有人说,这是2002年最佳的广告创意,又有人说这是近几年最出色的产品策划。其实,无论怎么说,我们都不能否认“亿利甘草良咽”是2002年保健品中一个最耀眼的新星。
In the downturn of the health care products market environment, an industry outside the company how in just 3 months, a small mouth piece successfully cut into the market and achieve sales of 30 million yuan? Careful market analysis of product positioning , Access, advertising careful design, planning and integration of the market unity, is the winning of this. “From here to here are comfortable!” With Ge You slightly silly and somewhat humorous voice, this vernacular almost overnight spread across the river. When the people talked about reunion after “Li Dongbao” and “Ge Ling” ten years later, a product was being silently being remembered by hundreds of millions of people, that is - Yili licorice Good pharynx. Some people say that this is the best advertising idea in 2002, while others say it is the best product planning in recent years. In fact, no matter how to say, we can not deny “Yili licorice good swallow ” is one of the most dazzling new star in 2002 health products.