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一种新产品问世,企业家该如何将它推向社会,让它在市场舞台上以最优美的形象亮相,这是个使人煞费苦心的课题。美国福特汽车公司著名的汽车推销行家艾柯卡在推出新产品“野马”车时,就是调动多种手段来渲染与烘托新产品出台的环境与心理气氛,造成不同凡响的声势。艾柯卡先是把大批报社的编辑们请来,给他们每人一辆“野马”乘坐几个星期,正式投放市场前四天,邀请报界100多名人士参加从纽约到迪尔本的一次70辆“野马”汽车的大规模竞赛,这些“野马”车飞驰700英里,不曾出现丝毫问题,从而让在场的人亲眼目睹“野马”车质量的可靠性。这样,几百家报刊都以显著的位置热情地刊出关于“野马”车的大量文章和照片。而到了“野马”车正式投放市场
It is a painstaking task for a new product to emerge, how an entrepreneur can push it to the society and make it appear in the most beautiful image on the market stage. The famous Ford Motor Company car sales expert Iacocca in the launch of new products, “Mustang” car, is to mobilize a variety of means to render and set off new products introduced environment and psychological atmosphere, resulting in extraordinary momentum. Icocock first invited a large number of editorial editors to come to each of them a “Mustang” ride a few weeks, four days before the official launch, inviting more than 100 newspaper participants from New York to Deerborn once 70 “Mustang” car race, these “Mustang” car speeding 700 miles, did not appear the slightest problem, so that the presence of people witness the “Mustang” car reliability. In this way, hundreds of newspapers and magazines have enthusiastically published a large number of articles and photos on the “Mustang” car in a prominent position. And to the “Mustang” car officially on the market