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海王生物是我国生物制药领域的一家高科技上市公司,2001年其主推产品海王金樽是以海洋生物牡蛎为原料的保健食品,具有醒酒护肝的功效。2001年以前,海王金樽主要在深圳销售,虽然具有了一定的市场份额和知名度,但市场潜力仍挖掘不够,海王决策层希望在2001年向全国市场推广。其时的护肝醒酒用品市场,尚处于启蒙阶段,还没有全国性的领导品牌,主要竞争产品有醒酒宝、醒酒灵、醒酒茶、酒伴侣等,而这类产品,并不是严格意义上的品牌名称,更像是商品类别名称,有多家企业生产同样名字的产品。因此,对于走品牌之路的金樽,是一次难得的机会。
Neptunus is a hi-tech listed company in bio-pharmaceutical field in China. In 2001, Neptunus golden bottle is a health food based on marine oysters and has the function of sober-up and liver-protecting. Before 2001, Neptune Jinzun was mainly sold in Shenzhen. Although it possessed a certain market share and popularity, the market potential was still not tapped enough. Neptunus’s decision makers hope to promote them to the national market in 2001. At that time, the market of Hugan hangover supplies was still in its enlightenment stage, and there was no national leading brand yet. The main competitive products include Sambo, Awakening, Soda, wine and spirits, etc. These kinds of products are not in the strict sense Brand name, more like a product category name, there are a number of companies producing the same name of the product. Therefore, the golden road to take the brand of brand, is a rare opportunity.