太原恒康乳业是一家中型乳品企业,产品于2001年5月1日上市,为迅速占领市场,曾进行了为期1个月的主力产品(243毫升的袋纯奶与酸奶)入户与街边零售渠道买2赠1的攻势。当笔者于2001年7月6日就任其营销总监时,由此项活动堆积的近4万家人户已跌落50%以上,并仍以每日3%～4%的速度持续下跌;零售点、卖场加上外埠的销量,1天也不过15吨左右;因为是 Taiyuan Hengkang Dairy is a medium-sized dairy enterprise. Its products were listed on May 1, 2001. In order to quickly occupy the market, the company has conducted one month's main products (243 ml bags of pure milk and yogurt) home and street retail Channel buy 2 get 1 offensive. When I became its marketing director on July 6, 2001, nearly 40,000 people accumulated by this activity have dropped more than 50% and still continue to decline at a daily rate of 3% to 4%. Retail outlets, Store plus the sales volume of other cities, but also 15 tons a day; because yes