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“锦官城”是四川邛崃的一个小酒厂的白酒品牌。1999年,该品牌在江苏北部的一个地级市场开始了销售。在投了300万费用之后,年终销售回款不足80万元,其中还有20万元的应收帐款。一年的市场运作,让卖了10年白酒的老板几乎倾家荡产。迫于无奈,锦官城的老板请来了咨询公司。市场诊断的结果很快出来了——锦官城所选择的目标市场是低档酒、地产酒泛滥的地区,锦官城的市场定位和目标消费群体不在该市场!是转移阵地,还是更改产品定位?经过深思熟虑,锦官城决定放弃江苏北部市场,移师苏南,借贷80万元,强行招商,开始南通市场的运作!可以想象,在作出强行招商时候锦官城老板的心情,那一定是孤注一掷的。
“Jin Guancheng” is a liquor brand of a small distillery in Sichuan. In 1999, the brand began sales in a prefecture-level market in northern Jiangsu. After investing 3 million in fees, the annual sales return was less than 800,000 yuan, including 200,000 yuan in accounts receivable. A one-year market operation has left the boss who sold liquor for 10 years almost dumped. In desperation, the boss of Jincheng City invited a consulting company. The results of market diagnosis soon came out - the target market selected by Jinguan City was the area of low-grade wine and flooded real estate wines, and the market position and target consumer groups of Jinguan City were not in this market! It was the transfer of positions or the change of product positioning. After careful consideration, Jinguan City decided to abandon the market in northern Jiangsu and move to South Jiangsu, borrowing 800,000 yuan, forcing investment and starting the operation of Nantong market! It can be imagined that when making a forced investment, the boss of Jincheng City must be desperate. of.