译名:
SME Marketing Innovation Based on Core Technology Innovation: A Case of Winchem
英文关键词:
SMEs; marketing innovation
中文摘要:
本案例从自主技术创新和市场营销模式创新的视角对万恩化学公司的市场营销课题进行了案例剖析。本案例围绕着该公司应对和突破这两次困局的过程,重点分析了该公司如何通过自主研发掌握核心技术从而实现产品差异化和成本领先、如何通过营销模式创新确保货款的回收、如何通过产品组合提供顾客更多的价值和方便等课题。
英文摘要:
This case analyzes the marketing activities of Winchem from the perspectives of indigenous technological innovation and marketing innovation. Centered around the two dilemmas facing Winchem, this case examines how Winchem realizes product differentiation and cost leadership by indigenous research and development, how Winchem guarantees the collection of funds by marketing innovation, and how Winchem provides more values and convenience to customers with product portfolios.
查看试看版
案例检索