译名:
From Selling Orientation to Marketing Orientation: The Transformation of Jingpai’s Marketing Strategy
中文关键词:
保健酒、消费者运营、渠道管理、营销战略转型
英文关键词:
Health wine, Consumer management, Channel management, Transformation of marketing strategy
中文摘要:
本案例基于市场营销和企业战略的角度,描述了劲牌公司在创收突破百亿后,消费者运营策略从攻城(以市场占有率为主要目标,重点在布局经销网络和门店终端)转向攻心(强调与消费者良性互动,更好运营消费者资源)过程中的思考、实践及走向。劲牌公司早期主打差异化小瓶保健酒,以劲酒而闻名,成为了保健酒领域当之无愧的领头羊。而随着消费者需求的变化、行业发展的调整等,劲牌公司在探索产品体系的升级以及品牌活化上进行了许多尝试,在消费者千百工程、定制业务、情感营销、品牌IP打造等多方面探索如何进行有效的“营”的工作,聚焦消费者。本案例通过描述劲牌公司的攻城以及攻心战略,展示了当前需求升级背景下,传统酒企的应对思路和转型过程。
英文摘要:
From the perspectives of marketing and strategy, this case analyzes Jingpai’s marketing strategy transformation process and its implications from selling orientation (target at market share and emphasize the layout of distribution network and terminals) to marketing orientation (emphasize positive interaction with consumers to better operate consumer resources). In its early stage, Jingpai mainly promoted small bottles of health wine and became the leader of health wine field. But as the change of consumer demand and the development of the industry adjustment, Jingpai made lots of attempts to brand system upgrade and brand activation, such as consumer project, custom business, emotional marketing, and branding. In order to improve the marketing orientation, all these attempts focus on consumers. This case shows that under current demand upgrade background, how could the traditional wine companies deal with the change through marketing strategy transformation.
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