三月的天 娃娃的脸

三月的天 娃娃的脸 ,,,,年夏秋，蓉城成都市场上出现了件引人注目的事:名闻遐尔，销路极好的百万牌蚊帐竟“走麦城”，滞销积压，而彩虹牌电热灭蚊器却在市场上占尽风流。 两种商品，同为避蚊，为什么在市场上一衰一盛，呈现出巨大的反差,这已成为人们的议论的话。 百万牌蚊帐是成都百万蚊帐有限公司生产经销的，这是一家个体企业，总经理是大名鼎鼎的“杨百万”,杨义安。,,,,年，杨氏以,,,元起家，凭着他的精明，办起了蚊帐作坊(后改为公司)，自产自销精美实用的尼龙蚊帐和花边锦纶长丝蚊帐，“洁而雅，柔而实”的“百万”蚊帐很快在市场上走红。,,,,年，销售总值,,,万元，拥有资产,,,万元。接着，杨氏挟勇而进，在全国最大的国营百货商店上海“一百”和北京王府井百货大楼占得一隅，设下“百万”蚊帐专柜。那时，“百万”蚊帐销遍天下无敌手，连港澳报纸亦称他是“中国蚊帐大王”。 殊不知，市场像“三月的天，娃娃的脸”，说变就变。前不久，当记者去“百万”公司采访，目睹的竟是萧条景象。一位值班人员告诉记者，今夏以来，蚊帐“简直卖不动”。不得已，公司从上月起停产了，,,,多职工无活可干，只好每人发给一点生活费，回家休假待命。值班人员 连声叹venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 息:“唉，今天的旺季还比不上往年的淡季。” 是人们的生活环境不再需要驱蚊避蚊了吗,不是。在“百万”蚊帐销售发愁时，成都电热器厂生产的彩虹牌电热灭蚊器却凯歌高奏，涌进知千家万户，产量和质量夺得全国同行业桂冠。 在成都电热器厂，虽冬季来临，记者看到的却是红火的生产场面。刘荣富厂长说:“根据这几年的经验，若不乘淡季多生产一些发往全国各地储备，来年旺季一到就忙不过来。” ,年前，这家成都轻工局所属企业面临崩溃。厂长刘荣富没有退缩，发动全厂,,,名职工出主意，想办法，千方百计调动科技人员积极性，决定开发中小型家用新产品。经科技人员紧张攻关，,,,,年,月灭蚊器试制成功，厂里又从日本引进了灭蚊药片生产线。 “彩虹”电热灭蚊器一投放市场，就以其神效，价廉，使用方便大受欢迎，当年就销出,,万个，灭蚊药片,,万盒。工厂乘胜前进，增加花色,,多个，进一步改进功能，销量直线上升，,个月实现产值,,,,万元，利润,,,万元。同时，厂里又开发了电热毯、蒸气喷雾电熨斗、多用电热锅、液体电热蚊香和家用高档喷雾杀虫剂。“彩虹”家庭成员浩浩荡荡开进市场。工厂也一跃而为成都,,户大中型骨干企业之一。 venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 市场真奇妙，它可以造就名牌，把它抬上九天，又可以疏远“宠儿”让它跌进低谷。“百万”和“彩虹”的不同遭遇，似混沌，却清晰，它至少给人们两点启示。 其一，企业的经营应依据市场的变化，以消费者的需求为出发点。“杨百万”的蚊帐真可谓“床上一朵花”，其产品挺进王府井、南京路，亦证明其人身手不凡。尽管“杨百万”蚊帐在产品推陈出新上人未断“档”，却在避蚊模式上断了“代”。此乃“杨百万”得了“近视”病。 其二，得消费者得天下。彩虹人虽起步迟，却了解消费者的心思，大胆突破了传统避蚊模式，把“人蚊大战”从消极的“附守隔离”型，扩展到整个居室，大大提高了人活动范围，无帐缦之羁绊，无收启之麻烦。能自由行动，谁愿去再受约束,“彩虹”当然得天下。 市场风云变幻，竞争远未结束。“彩虹”、“百万”都将面临新的考验。 思考题: 1. “百万”牌蚊帐的衰落与“彩虹”电子灭蚊器的兴盛说明 了什么, 2. 你同意案例中所概括的两点启示吗, 3. 就案例中产品，消费者还有哪些需求没有满足, 可口可乐的二战传奇 venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 二战期间，可口可乐总裁罗伯特?伍德鲁夫下令以5美分一瓶的价格向服役军人兜售可 乐。再也找不到比这更便宜的顾客忠诚度了。 第二次世界大战给世界带来了巨大灾难，却给了可口可乐公司一只诺亚方舟。他们大发 战争之财，却被誉为爱国行为。 最廉价又最昂贵的饮料 1941年12月7日，日军突袭美国海军基地珍珠港，美国被直接卷入了世界大战的漩涡。 紧张的战事使可口可乐的经营陷入困境。国内销售情况不佳，国外的销路更是一筹莫展。可 口可乐的第二任董事长罗伯特?伍德鲁夫焦虑万分。 正在“内外交困”的时候，伍德鲁夫的老同学班塞从战区给他打来电话。伍德鲁夫说， “难得你还想着我啊,”班塞却说了句让伍德鲁夫既伤心又感激的话:“我不是想你，我是 天天在想你的可口可乐。” 班塞的一句话使伍德鲁夫心中豁然开朗:如果前线的将士都能喝到可口可乐，那么当地 的人自然也可以喝到这种饮料，这样销路还用发愁吗, 次日，伍德鲁夫发表特别声明:“不管我国的军队在什么地方，也不管本公司要花多少 成本，我们一定让每个军人只花5分钱就能买到一瓶可口可乐。” 为此，可口可乐公司印刷了取名为《完成最艰苦的战斗任务venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 与休息的重要性》的小册子。 小册子强调:由于在战场上出生入死的战士们的需要，可口可乐对他们已不仅是休闲饮料， 而是生活的必需品了，与枪炮弹药同等重要。 可口可乐公司本想把装瓶的可口可乐直接出口，但是，尽管他们有特权，却还是没有办 法享受军事船运的优先权。伍德鲁夫出了另一套:仿照美军使用脱水食物的方式， 把可口可乐浓缩液装瓶输出，并设法在驻区设立装瓶厂。可口可乐公司一共派遣了248人随 军到国外。尔后，这批人随军辗转，从新几内亚丛林到法国里维拉那的军官俱乐部，一共卖 了100亿瓶可口可乐。除了南北极以外，可口可乐在战时建立了64家装瓶厂。 为了方便，美国军方授予这些可口可乐代表“技术观察员”的假军职。把可口可乐工厂 的工人与修理飞机坦克的军人相提并论，的确有些不可思议。但士兵以及军官们却都对这些 技术观察员感激有加，因为正是这些人在他们大战激烈时送来了难忘的家乡味。 为了这5分钱一瓶的可口可乐，可口可乐公司也付出了沉重的代价。技术观察员同军人 一样承受着危险、死亡的恐惧。据说，也有不少技术观察员献出了生命。尽管可口可乐派出 了大量随军技术观察员，但是可口可乐还是供不应求。曾有一封大卫?爱德华由意大利写给 弟弟的家书，时间是1944年。 “我不得不写信告诉你，今天是我们的特别节日，因为每个venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 人都领到了可口可乐。在海 外呆了20个月的战士，双手捧着可口可乐的瓶子贴在脸颊，像瞻仰圣灵一样望着这暗褐色 的可爱的精灵，没有人开始畅饮，因为喝完了就看不到了。”可口可乐激发了美国士兵的士 气，同时也紧紧抓住了每一个士兵的心。难怪伍德鲁夫后来感慨地说，可口可乐的真正黄金 时代是在战争给人们带来灾难的时候。 特殊的公关 追求“月晕效应”与追求利润同等重要。这是可口可乐人的一个根本共识。在二战期间， 可口可乐与不少名人结缘。 五星上将巴顿把一地窖可口可乐当作必需品，无论他转战何处，都要技术观察员跟着搬 迁装瓶厂。巴顿有次半开玩笑地说:“我们应当把可口可乐送上前线，这样就不必用枪炮去 打那些混蛋了。” 更富有传奇色彩的是，伍德鲁夫与美国大英雄艾森豪威尔的密友关系也是在可口可乐的 基础上建立起来的。 1945年6月19日，艾森豪威尔从战场凯旋归来，美国人为他们的英雄举行了一次丰盛 的午宴。在午宴之后，有人问艾森豪威尔将军是否还要点什么。 “给我来杯可口可乐好吗,”艾森豪威尔笑容满面地脱口道。 一饮而尽后，艾森豪威尔严肃地说:“我还有一个要求。” 侍者肃立恭听，结果传入耳朵的却是:“我还要一瓶可口可乐。” venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 据说，可口可乐的观察员之所以能顺利进入军队，也是与艾森豪威尔分不开的。1943 年6月29日，艾森豪威尔在北非给美国军事幕僚长马歇尔发出急电:“本军先行要求300万瓶可口可乐，以及每月可以生产两倍数量的完整装瓶，清洗封盖设备，请提供护航。” 马歇尔马上执行电文，以比较圆滑的方式命令军事部:“所列必需品和便利品必须以适 当数量运往海外军团。” 1944年初，马歇尔签署通报，特许各地指挥官提出建厂要求并可以直呼可口可乐，而不说“便利品”。 艾森豪威尔之所以同可口可乐的大老板关系亲密，除了二战期间对可口可乐的爱好外， 还另有因素。比如，他认为企业与政府应同心合作。这足以平抚整个国家战后的紧张情绪， 带来将近10年的满足感和显著的消费量。 伍德鲁夫终于在1952年将艾森豪威尔送进白宫，艾森豪威尔以压倒性的胜利当选总统。 树立可口可乐的爱国形象，恐怕是伍德鲁夫最成功的公关举措。 大战期间，公司以每本1毛钱的价格卖出成千上万册《了解战斗机》，当时的美国小孩几乎人手一册;同时出版《我们的祖国》，介绍美国的钢铁、木材、煤炭和农业生产情况。可口可乐也是广播节目《胜利大游行》的赞助者，他们雇请了100多个乐队在全国各军基地 演奏。 venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 这些都不以打广告的形式出现，却取得了异常良好的广告效果。 从战场走向全世界 日军偷袭珍珠港，是世界大战的一个重要转折点，也是可口可乐史上的转折点。大战使 可口可乐遍行天下。在二战以前，尽管伍德鲁夫千方百计想把可口可乐推广到全世界，但是 在很长时间内，却只将它推广到加拿大、古巴、德国等有限的国家。 1948年，可口可乐公司的技术观察员开始陆续从美军占领区返回。但是他们建立的工 厂却留了下来，为战后的新发展奠定了坚实基础。 那时候，跨国的企业联营还处于萌芽状态，国际性的技术转让与合作，也仅仅在机械方 面开始出现。像饮料这样的一般消费品，转让技术和出卖制造权是没有先例的。 伍德鲁夫是一个喜欢用“新招”的人。经过一番筹划，一个新名词出现了“利用当地的 人力、财力、物力，开拓可口可乐的国外市场”。这就是可口可乐公司的“当地主义”原则， 也就是现在“本地化”策略。 主要的原则:1、在当地设立公司，所有员工都用当地人;2、由当地人自己筹措资金， 总公司原则上不出钱;3、除可口可乐那“秘密配方”外，一切设备、材料、制瓶机和瓶子、 运输、销售等等，都由当地人负责办理，总公司只提供技术服务;4、销售方针、生产技术、 人员培训由总公司统一负责。 venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 伍德鲁夫认为，“外国人对美国的崇拜不会一成不变，对美国货也不会永远迷信。他们 的爱国之心会逐渐加强，像饮料这样的消费品，如不借助当地人的力量，很难在海外长期立 足。” 可口可乐作为一支社会力量，影响着不同的时代，而时代也影响着可口可乐。可口可乐 往往能抓住稍纵即逝的机会，更多地用行动去影响时代。无论是在经济危机中，还是在两次 世界大战中，可口可乐都参与其中，并扮演了重要的角色。 思考题: 1. 可口可乐当时的营销成功给我们带来的启示是什么, 2. 伍德鲁夫是如何摆脱二次打战和经济危机对可口可乐公司影 响的, 3. 伍德鲁夫的营销思想与传统的市场营销思想有何不同, “小蓝帽”失落何方 20万户的设想，2000户网员的现实，两者竟相差百倍～ 人们疑惑:社区家电维修服务规范化、网络化应当有市场，为什么会失败呢, 1997年初，全国最大的单项社区服务网络——“小蓝帽”家电维修网络在武汉三镇建立，并向社会承诺:交80元入网费，一年中消费者家庭任何家电发生故障，服务人员24小时内上门维修，只收取零配件成本费。与此同时，武汉市农行300多家营业网点开办“小蓝帽”入网费代收业务。 一时间，“小蓝帽”成为社会关注的热点，几家媒体也做了venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 报道。然而好景不长，1997年8月，“小蓝帽”停止发展网员，并撤消4个分站。最近，“小蓝帽”负责人透露:投入近80万元，亏损达60万元;现有网员到期后不再发展网员。“小蓝帽”失败了。 “小蓝帽”的由来:1996年底，武汉远南大酒店负责人和几位朋友谈起眼下做什么生意赚钱的话题，有人谈到，城市居民使用的家电越来越多，按我国居民现有生活水平，家电坏了，不可能不修，大多数居民是找个体维修点，搬运不便，有时还“挨宰”。如果在全市范围内，建立一个家电维修网，以会员制的形式吸收居民交费入网，只要微利、便民，肯定会有广阔市场。这个“金点子”使得在座者十分兴奋。 市场调查迅速在三镇展开。回收的5000份问卷结果显示:76%的被调查者有家庭维修服务的需求。几位策划者在此基础上大胆设想:武汉有120多万户居民，如按76%计算，有90多万户有家电维修的需求。仅取20万户，每户只收取入网费80元，每年收入就有1600万元，经测算，设备、交通、广告等前期投入和维修人员的工资不到600万元，收支相抵，一年至少可获利千万元～ “小蓝帽”成立后，挂靠武汉市社区服务中心，并请中保财产保险公司湖北分公司提供信誉担保。当时武汉所有7字头的公交车上都打上了“小蓝帽”的广告。在广告宣传的配合下，一个月的时间，“小蓝帽”网员就发展到近1000户，每天电话不断，venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 维修人员忙不过来。“小蓝帽”的决策者又决定:买两辆交通车，在武汉市的几大城区设分站，全方位推进“小蓝帽”的发展。到1997年5月，加上总站在内，“小蓝帽”共有5个维修站，100多名维修人员。 然而，“小蓝帽”很快呈现败势。当其网员发展到1000多户时，就停止了上升趋势。以为问题在于管理层不力，于是走马换将。为扭转局面，“小蓝帽”作出了种种努力:派各分站维修人员走街串巷做宣传、拉网员;请大学生到居民区上门散发传单;举办义务维修服务活动，扩大影响;将80元的入网费调至120元„„这一切收效甚微。 “小蓝帽”这种会员制、网络式的家电保修营销形式，赚钱的前提是网员要达到一定的规模，会员越多，盈利越大。然而诱人的“香饽饽”只在梦里，“小蓝帽”网员最多时也只有2000多户。 更令策划者意外的是，2000多户网员的维修量竟高达80—90%，而据测算，维修量在30%以下才有利可图。市区有一户居民，交80元入网后不久，就把家里的12件电器用一辆小货车拖到了“小蓝帽”维修站。更有甚者，一户入了网，把几家没有入网的家电都集中来维修。这样大的维修量，80元哪里打得住～ 要支出5个维修站、100多号工作人员、2辆交通车、8部电话、3部手机的费用，面对的却只有2000户网员。才建立三四个月的4个分站相继被撤消。 venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 20万户的设想，2000户网员的现实，两者相差百倍～网员上不去，投入越多，亏损越大。“小蓝帽”的营销策划事实上已告失败。 目前，“小蓝帽”仅剩下一个维修站即当初的总部。里面只有10来个维修人员，每天接到的维修电话不足10个。维修量小了，按件计酬的维修人员无钱可赚，也不愿每天坐班等活，于是往往维修电话来了，找不到维修人员，当初“24小时内上门，5天内修好”的承诺很难实现，因此投诉不断。 因业务不足，资金短缺，“小蓝帽”正准备将总部所在的一栋五层房子租出去，另找一处小门面。“小蓝帽”几乎到了穷途末路了。 “小蓝帽”现任总经理充满疑惑:社区家电维修服务规范化、网络化应当是有市场潜力的，“小蓝帽”为什么会失败呢,怎样才能挖掘市场潜力, 思考题: 1. “小蓝帽”为什么会失败, 2. 企业应该如何寻找和开发市场机会, 3. 你认为社区家电维修服务规范化、网络化有无市场潜 力,怎样才能挖掘市场潜力, 4. “小蓝帽”的市场风险主要表现在哪些方面,企业应 该如何规避市场风险, 乳 皂 venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 当某样产品以一种新奇有趣的包装上市时，就会创造销售奇迹。例如，乳皂与一般香皂其实是成份相同的产品，但外形却截然不同。 肥皂在硬化之前本来就是液体，可以自由倾倒。然而液体状态的肥皂从未曾被使用过，直到20世纪50年代，某些工厂的洗手间才开始使用浓缩的液体肥皂，从那时起，液体清洁精与洗碗精才开始出现。 但并没有厂商把它当作可以用来洗脸及洗澡的产品。一直到1976年，才有液状香皂上市，但当时只是公司所生产的淋浴机的附属产品。这套淋浴机主要是挂在浴室墙上，液体香皂不仅要用来取代滑溜、粘腻的香皂块，也同时要取代洗发精和润丝精，把这3种个别的清洁用品集中放进一个干净、清爽的容器中。 但这套淋浴清洁用品设备有3个缺点:1.价格太高。一套要24.95美元;2.要安装这套设备，必须在浴室墙壁上钻洞;3.这套设备价格不低，安装者一定是中上阶层人士。 结果这套设备销路不佳，水皮公司立刻宣布放弃。不过，一位生产手卷香皂的商人罗勃?泰勒认为，水皮公司的液体香皂，只要稍加处理，就可以成为他工厂的另一产品。 泰勒是史丹佛大学的企业管理硕士，在1964年辞去娇生公司的销售经理的职位，在明尼苏达州夏斯卡市自家车库开设“明尼东加公司”。泰勒最初请了几十个妇人做出黄色、柠檬形状的venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 香皂和绿色、苹果形状的手卷香皂，然后卖给礼品店，后来他又推出干燥香精与洗发香精等化妆品。由于明尼东加公司的化妆品行销渠道与众不同，泰勒与他的副总裁格兰特?伍德认为乳皂前途看好。泰勒说:“我认为块状香皂的样子实在难看，而且常会把浴室弄的年腻腻的。” 乳皂不仅使浴室更清洁，而且乳皂可以全部用完，所以比肥皂块更经济，但仅是改变一般肥皂的形状，并不会创造出销售需求，也无法吸引消费者放弃原来的固体肥皂而改用液体肥皂。要想办到这一点，必须增加产品本身和包装的价值。 增加乳皂的价值，最简单的方法就是添加香气，因为特殊的香气与风味，本来就是明尼东加公司产品的特色。接着，泰勒和伍德丢弃水皮公司用来制造乳皂的人工油脂，改用纯天然原料，包括椰子油、甘菊、芦荟以及明尼东加公司平常制造礼品香皂的所使用的一些天然香精。为了增加产品对消费者的吸引力，泰勒还用一种漂亮的五彩花瓶作为盛装新乳皂产品的容器。这项新产品在1977年上市，最初的零售价格4.95美元，上市3个月后，立即成为该公司的最畅销产品。 泰勒马上发觉，只要经营得当，新产品将使明尼东加公司从一家小公司发展成为以生产消费品为主的大公司。伍德说:“我们原来只能打算是1/4的公司，因为我们的生意主要集中在圣诞假期。” 伍德和泰勒决定重新设计乳皂的包装，让它可以同时在杂货venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 店和超级市场出售，最好能跟明尼东加公司的其它产品摆在一起。不过，在实现这个目标之前，必须把在礼品店卖得不错的香乳皂收回来，重新加以包装设计，以吸引更广大的消费者。有几个问题必须加以克服: 1.价格。5美元是太贵了一点，因为一般香皂只卖4角5分钱。 2.挤压器。原来用来挤压出水溶性清洁剂的挤压器，如果装在乳皂瓶上，常会被比较粘稠的乳香堵住，而压不出乳香来。 3(容量。原来16盎司装的乳皂瓶太大了，放在超级市场的货架上不稳。 4(形状。圆桶形状的瓶子能够把最大量的液体装入最小的空间内，对消费者来说，最为经济;但对明尼东加公司来说，并不合算。 5.名称。明尼东加公司在礼品店出售的乳香原名为“不可思议的肥皂机”，太长了，必须改个新名字。伍德说:“但我们无法像别人一样取个新名字，然后花上2000万美元在电视广告打响知名度。”这个名称必须让消费者一看就知道是什么东西。 6.包装。伍德说:“在我们原来的乳皂瓶上，用很大的字体写着‘不可思议的肥皂机’几个大字，实在很不雅观，没有人愿意把这种印有斗大商标名称的产品摆在浴室中，肥皂块的包装纸可以这样做，因为消费者只要将包装纸撕掉就看不到了，但对我们的产品来说却不能这样做，而且，包装本身就是产品的一部venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 分。” 尽管有这些问题，但由于乳皂在礼品店的销量很少，增加了明尼东加公司的信心，因此，公司职员每天工作12小时，加紧生产。公司的工程师开始采用制造简单的挤压器，把容量减少了10盎司半，以降低成本。原来预定的售价是1元4角9分。在大家的努力下，最后售价定为1元5角9分，与预定价相差不多。另外，名称、形状以及包装等问题也得到解决，完成包装史上的一项重大突破。 伍德回忆说:“我们希望能替这个新产品想出一种有美感的形状，以表现它的与众不同特点。就在这时，公司的一名销售员约翰?马休斯想出了柳枝形，其造型很美，而且只需单色印刷，真是太好了。这种柔软造型无形中也软化了整个包装，所以我们很自然想到“乳皂”这个名称，让人一看就能明白这项产品滑顺如牛乳的特性。我们再把乳皂瓶做一番美化设计，把商标和一些法律所规定的文字资料印在瓶子背面，使得整瓶乳皂看起来像是名家设计的艺术品，使得消费者很愿意把它摆在浴室中。完成这些工作后，我们算是大功告成了，剩下来的唯一工作就是改变公司人员的观念。 其中最需要重新调整观念的明尼东加公司的销售人员，因为他们以前的推销目标都是一些高格调的专业礼品店，现在却必须向人潮汹涌的超级市场推销大众文化产品，同时也要注意乳皂应摆在正确的货架上，而不要和其它化妆用品摆在一起，这一点很venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 重要，因为唯有这样才能让好奇的消费者认为乳皂是“正常”的家庭用品。 促销活动在1980年2月展开，共花了600万美元做广告，并在报纸广告中印出可抵用现金的购买优待券。乳皂上市后立即大为风行，9个月后销售金额就已超过3000万美元，创造了乳皂的广大市场:其它品牌的乳皂产品也如雨后春笋般纷纷出现。 明尼东加公司在1982年共花了1500万美元的广告费，虽然它的所有产品销售金额高大6900万美元，但整个结算起来，公司在那一年仍然亏损了380万美元。泰勒说:“问题在于 ，乳皂市场像发布新闻，所以无法精确预测市场的需求量。” 在1983年，明尼苏达减少广告量，把更多的营销经费用在分送优待券与降价促销。例如，把乳皂和该公司的干燥产品包在一起，折价销售。这样的策略相当成功，使得该公司重新夺回乳皂市场的盟主地位——在总值1亿美元的乳皂市场中，拥有39%的市场占有率。 在乳皂带动下，消费者也开始接受明尼东加公司的其它产品，使得该公司得以建立起自己的销售网络。 泰勒在10年后检讨这段经验时说:“一种新消费产品能够成功，10%要靠这项产品的构想，另外90%就要靠妥善策划、经营。” 思考题: 1.乳皂在出售前面临着几个问题～又是如何解决的, 2.乳皂在刚进入市场时引起轰动～是因为它摆脱了传统肥皂venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 的形式～具有新奇感～一旦这种新奇感消失～销量就会下跌。你认为怎样才能解决这个问题, 3.乳皂促销策略的重点应该放在哪儿,它是如何定位的,这种定位有什么好处, 万宝路的成名之路 60年代早期，菲利普?莫里斯公司勇敢地把女人的品牌———万宝路一举改为男人的 品牌，创造了世界最为成功和持久的品牌。 随着世界性戒烟运动的发展，越来越多的“瘾君子”脱离了市场，制烟业越来越感到难 以为继。但世界上最大的烟草公司，美国的菲利普?莫里斯公司的销售额却不断上升。它的 名牌产品“万宝路”1991年创下94亿美元销售额的新纪录。它的成功，得益于它的广告宣 传。该公司创造的“万宝路”形象不同于一般化的，不分对象地向公众说教的宣传手法，而 别出心裁地设计成一位世人熟知的雄赳赳的西部牛仔，潇洒地叨着一支“万宝路”牌香烟， 极力给人一种“自我选择、自愿吸烟”的感觉。该公司不惜重金把这一形象传播到世界的每 一个角落。 目前，美国“万宝路”香烟的产品形象深入人心，以至于一位欧洲土生土长如今供职于 纽约的一位工程师说道:“如果一个美国人打算变得欧洲化一些，他必须去买一部奔驰或宝 马;但venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 当一个人想要美国化，他只需抽万宝路，穿牛仔衣就可以了。” 可见，“万宝路”已不仅是一个企业产品中的名牌，而成为美国文化的一部分。从这一 点来讲，“万宝路”作为一个商业品牌被称为“世界第一品牌”是毫不夸张的。然而，“万宝 路”的诞生与发展曾步履维艰，甚至面对过被迫停产的窘境。 “万宝路”的发迹史是最富剧性也最能给人启迪的一部企业神话。它的几度浮沉给在商 海游弋的有心人以多方面的启示。 知己的秘密 美国的20年代，被称作是“迷惘的时代”。经过第一次世界大战的冲击，许多青年都自 认为受到了战争的创伤，并且坚持只有拼命享乐才有可能将这种创伤冲淡。他们或在爵士乐 的包围中尖声大叫，或沉浸在香烟的烟雾缭绕当中。 海明威的小说《太阳照旧升起》中描写的男女主人公，即是那个时代某种精神的提示， 又引导着众多的男女青年发疯地纷纷效仿男、女主人公的颠狂状态。 无论男女，他(她)们嘴上都会异常悠闲雅致地衔着一支香烟。妇女们愈加注意起自己 的红嘴，她们精心地化妆，与一个男人又一个男人“伤心欲绝”地谈恋爱;她们挑剔衣饰颜 色，感慨红颜易老，时光匆匆，妇女是爱美的天使，社会的宠儿;她们抱怨白色的香烟嘴常 沾染了她们的唇膏，于是“万宝路”出世了。 “万宝路”这个名字也是针对当时的社会风气而定的。venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a “MARLBORO”其实是“Man Always Remember Lovely Because Of Romantic Only的缩写，意为“男人们总是忘不了女人的爱。” 其广告口号是“像五月的天气一样温和”。用意在于争当女性烟民的“红颜知己”。为了表示 对女烟民关怀，莫里斯公司把“Marlboro”香烟的烟嘴染成红色，以期广大爱靓女士为这种 无微不至的关怀所感动，从而打开销路。然而几个星期过去、几个月过去、几年过去了，莫 里斯心中期待的销售热潮始终没有出现。热烈的期待不得不面对现实中尴尬的冷场。 “万宝路”从1924年问世、一直到50年代，始终默默无闻。它的温柔气质的广告形象 似乎也未给广大淑女们留下多少深刻的印象。这是否意味着广告定位上的打败呢, 20年代的市场观念明显偏重产品经营与消费者利益的考虑，而缺乏以长远的经营、销 售目标为引导的带有主动性的广告意识。莫里斯的广告口号“像五月的天气一样温和”显得 过于文雅，而且是对妇女身上原有的脂粉气的附和，致使广大男性烟民对其望而却步。 这样一种广告定位虽然突出了自己的品牌个性，也提出了对某一类消费者(这里是妇女) 特殊的偏爱，但同时为其未来的发展设置了障碍，导致它消费者范围难以扩大。 女性对烟的嗜好远不及对服装的热情，而且一旦她们变成贤妻良母，她们并不鼓励自己 的女儿抽烟～香烟是一种特殊商品，它必须形成坚固的消费群，重复消费的次数越多，消费 群给制venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 造商带来的销售收入就越大。 而女性往往由于其爱美之心，担心过度抽烟会使牙变黄，面色受到影响，在抽烟时较男 性烟民要节制得多，故很少有“瘾君子”出现。这样，其重复消费的次数很少，而且难以形 成坚固的消费群，所以香烟生产者在女性烟民那里赚钱的设想总是不容乐观。“万宝路”的 命运在上述原因的作用下，也趋黯淡。 在30年代，“万宝路”同其它“消费品”一起，度过由于经济危机带来的“大萧条岁月”。 这时它的名字鲜为人知。 第二次世界大战爆发以后，烟民数量上升，而且随着香烟过滤嘴出现，可以承诺消费者， 过滤嘴可以使有害的尼古丁进入不了身体，烟民们可以放心大胆抽自己喜欢抽的香烟。菲利 普?莫里斯公司也忙着给“万宝路”配上过滤嘴，希望以此获得转机，然而令人失望的是， 烟民对“万宝路”的反应始终很冷淡。 塑造自己全新形象 抱着心存不甘的心情，菲利普?莫里斯公司开始考虑重塑形象，公司派专人请利奥—— —伯内特广告公司为万宝路作广告策划，以期打出万宝路的名气和销路。“让我们忘掉那个 脂粉香艳的女子香烟，重新创造一个富有男子汉气概的举世闻名的‘万宝路’香烟”——— 利奥,伯内特广告公司的创始人对一筹莫展的求援者说。一个崭新大胆的改造万宝路香烟形 象的计划产生了，产品品质不变，包装采用当时首创的平开式盒盖技术、并venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 将名称的标准字 (MARLBORO)尖角化，使之更富有男性的刚强、并以红色作为外盒主要色彩。 广告的重大变化是:“万宝路的广告不再以妇女为主要对象，而是用硬铮铮的男子汉”。 在广告中强调万宝路的男子气概，吸引了所有爱好追求这种气概的顾客。 菲利普公司开始用马车夫、潜水员、农夫等作具有男子汉气概的广告男主角，但这个理 想中的男子汉最后集中到美国牛仔这个形象上:一个目光深沉、皮肤粗糙、浑身散发着粗犷、 豪气的英雄男子汉，在广告中袖管高高卷起，露出多毛的手臂，手指总是夹着一支冉冉冒烟 的万宝路香烟。 这种洗尽女人脂粉味的广告，于1954年问世，它给万宝路带来巨大财富。仅1954年至 1955年间，万宝路销售量提高了三倍，一跃成为全美第10大香烟品牌，1968年，其市场占 有上升到全美同行的第二位。 “他上马的姿势、骑马的神态、溜马的手式，这一切必须具有男子汉气魄。”这就是内特使菲利普?莫里斯公司名噪全球的有力武器———“绝不矫饰的正直的男子汉气魄”。1955 年至今40多年里，公司从选用那些出名或不出名的“男子汉模特”转而是经常到美国最偏僻的大牧场去物色土生土长的“真正的牛仔。” 1987年，伯内特广告公司的一位创作师克罗木在西部的一个大牧场拍外景时，发现了 个“真正的牛仔”，只可惜他肥胖了venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 一点，而且留小胡子，克罗木最后说服他剃掉了小胡子并减了肥，这是后来万宝路广告中频频出现的牛仔之一。 菲利普公司投入千百亿美元的广告费，终于在人们心目中树起“哪儿有男子汉，哪里就 有万宝路”的名牌形象，那粗犷豪放、自由自在、纵横驰骋、浑身是劲、四海为家、无拘无 束的牛仔代表了在美国开拓事业中不屈不挠的男子汉精神，而这也正是万宝路的形象。 现在万宝路每年在世界上销售香烟3000亿支，用5000架波音707飞机才能装完，世界 上每抽掉四支烟，其中就有一支是万宝路。 是什么使名不见经传的“万宝路”变得如此令人青睐了呢,美国金融权威杂志“富比世” 专栏作家布洛尼克1987年与助手们调查了1546个万宝路爱好者。 调查表明:许多被调查者明白无误地说他喜欢这个牌子是因为它的味道好，烟味浓烈， 使他们感到身心非常愉快。可是布洛尼克却怀疑真正的使人着迷的不是万宝路与其它香烟之 间微乎其微的味道上的差异，而是万宝路广告给香烟所带来的感觉上的优越感。 布洛尼克做了个实验，他向每个自称热爱万宝路味道品质的万宝路瘾君子以半价提供万 宝路香烟，这些香烟虽然外表看不出牌号，但厂方可以证明这些香烟确为真货，并保证质量 同商店出售的万宝路香烟一样，结果只有21,的人愿意购买。布洛venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 尼克解释这种现象说:“烟 民们真正需要的是万宝路包装带给他们的满足感，简装的万宝路口味质量同正规包装的万宝 路一样，但不能给烟民带来这种满足感。” 调查中布洛尼克还注意到这些万宝路爱好者每天要将所抽的万宝路烟拿出口袋20至25 次，万宝路的包装的广告所赋予万宝路的形象已经像服装、首饰等各种装饰物一样成为人际 交往的一个相关的标志，而万宝路真正口味在很大程度上是依附于这种产品所创造的美国牛 仔形象之上的一种附加因素，并不是人们真正购买万宝路的动机。 从“万宝路”两种风格的广告戏剧性的效果转变中，我们可以看到广告的魔力。正是广 告塑造产品形象，增添了产品的价值。采用CI“集中”的策略，定位目标市场，使万宝路 成长为当今世界第一品牌。 思考题: 1. “万宝路”的市场定位为何要从“女性”市场转向“男 性”市场, 2. “万宝路”是如何进行市场定位的,这种定位有何优 点, 3. 上海“冠生圆”的品牌之争 解放前的旧上海有一家ABC糖果厂，该厂老板冯伯镛利用儿venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 童喜爱“米老鼠”卡通片的心理，为自己的产品设计了一种米老鼠包装，并命名为“ABC米老鼠”奶糖，结果一下子走俏国内市场。解放后，ABC糖果厂并入上海冠生圆，其主要产品仍是“米老鼠奶糖”。到了50年代，考虑到老鼠是“四害”之首，冠生圆又设计了一种大白兔为形象的包装，与米老鼠包装一起使用。 但由于没有产品整体概念，没有产品意识，“大白兔”和“米老鼠”却一直没有注册成为合法商标。1983年，一家广州糖果厂到冠生圆取经，这之后他们也开始生产“米老鼠奶糖”，而且还抢先一步把“米老鼠”给注册了。不久以后，这家广州糖果厂又以区区4万美元把“米老鼠”卖给了美国的迪斯尼，至此，这一由中国人创造并经营达半个世纪的著名品牌就由外国人控制了。 冠生圆吸取这次血的教训，赶紧为幸存的“大白兔”注册。为稳妥起见，冠生圆不仅注册了“大白兔”，还把与“大白兔”近似的十几种“兔子”都进行了注册，使其成为了一个“立体防御体系”。着眼未来，冠生圆还把“大白兔”的注册领域延伸到食品、钟表、玩具、服装等各个与儿童有关的行业。不仅如此，冠生圆还在工业知识产权“马德里协定”的20多个成员国和另外70多个国家和地区拿到“大白兔”的注册证。出色的商标战略，使冠生圆在国内企业中脱颖而出，成为市场竞争中的佼佼者。 一、公司背景 早在解放前，上海有一家著名的糖果厂——ABC糖果厂，该venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 厂的老板冯伯镛是一位通晓经营之道的生意人。他看到当时“米老鼠”卡通片在上海滩，特别是在儿童中风靡一时，倍受喜爱，就灵机一动设计了一种米老鼠包装。从此，“ABC米老鼠奶糖”就在上海一下子走俏，并且成为国内最畅销的奶糖。而此时，“米老鼠”的“亲生父亲”沃特?迪斯尼还未开始利用他创造的这一卡通形象来做生意呢。 解放以后，ABC糖果厂进行了公私合营的改造，更名为“爱民糖果厂”，之后又并入上海冠生圆，其主要产品就是“米老鼠奶糖”。到了50年代，批判崇洋媚外思想，“米老鼠”毕竟“产生”在国外，难免有所嫌疑。再加之当时的爱国卫生运动中兴起了“除四害”，老鼠作为四害之首，人人喊打。冠生圆不得不担心“米老鼠”的形象。他们决定再选择另一种卡通形象作为品牌，这时他们想到了兔子，形象活泼、幽默风趣、天真善良的兔子无疑是一种“正面形象”，于是就请上海美术设计公司设计了一种以大白兔为核心的包装。1956年，“大白兔奶糖”作为上海冠生圆的一个新品牌问世了，它立刻受到了消费者的青睐。1959年，“大白兔奶糖”作为自力更生的成果向国庆十周年献礼，接着开始组织产品出口，受到国外消费者的一致好评。当时在国外有一种说法:“把两块大白兔奶糖放到水中就可以泡成一杯牛奶”，可见“大白兔”质量之高，信誉之佳。此后几十年里，“大白兔奶糖”不断改进质量和包装，形成了独特的配方和稳定保质的工艺流程，产品一直盛销不衰，成为中国的一大特色产品。1979年，venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a “大白兔”荣获国家银质奖，1992年又评为中国十四大驰名商标中唯一的一个食品类品牌。 二、痛失“米老鼠” 由于没有产品整体观念，没有品牌意识，冠生圆一直没有把“大白兔”和“米老鼠”进行商标注册。有段时间，国内外有不少厂家假冒“大白兔”和“米老鼠”，争夺冠生圆的市场，这也未能引起该厂的觉醒。1983年，一家来自广州的只会生产硬糖的糖果厂到上海冠生圆来取经，善良的老师傅们手把手地把生产奶糖的技术教给他们。而徒弟们回去后就开始生产奶糖，并且还从师傅那里顺手牵走了一个品牌形象——一只牵着三只气球的米老鼠。两年后，当冠生圆想到要去注册“米老鼠奶糖”时，却意外的收到了一张驳回通知，原来南方的“徒弟”已经抢先一步，在几个月前把师傅的商标注册了。 没过多久，又传来一个消息，美国的沃特?迪斯尼公司为了夺得“米老鼠”形象在中国的垄断权，以4万美元从广州那家小厂买下了“米老鼠”商标。冠生圆这时才痛惜万分，区区4万美元，按当时的汇率只值十几万元人民币，而从ABC奶糖厂到冠生圆，半个世纪为这个品牌付出的心血却一下子付之东流了。沃特?迪斯尼本是“米老鼠”名正言顺的“生父”，并且又通过法律手段正大光明地夺回了在中国的控制权，这时的冠生圆只得忍痛割爱，舍弃了“米老鼠”这个著名的中国糖果品牌。 三、拯救“大白兔” venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 美国迪斯尼公司在买到“米老鼠”商标控制权后，又主动找到上海冠生圆，表示允许冠生圆继续使用该商标，但要求每年坐享利润的8%作为商标特许使用费。实实在在的，冷冰冰的数字似一记重槌，使冠生圆震惊、痛心，痛定思痛，他们终于从梦中觉醒了。值得庆幸的是，当年的“除四害”使冠生圆诞生了一只“大白兔”，而不至于倾家荡产。更幸运的是，当时的国家工商行政管理局出于深远考虑，为获得质量奖的国优产品保留了注册商标的权利，才使“大白兔”商标幸运地得到了注册。 大梦初醒的冠生圆在“米老鼠”的风波中学到了不少东西，他们在考虑如何保卫自己仅存的“大白兔”品牌。当时，对“大白兔奶糖”的假冒侵权行为十分严重，假冒产品遍及全国17个省市，并且跨国假冒，在泰国和菲律宾也出现了假冒的“大白兔奶糖”。另外，还出现“影射侵权”，即把同“大白兔”注册商标相同或相似的文字图形作为自己产品的名称和包装装潢，以图混淆视听，愚弄消费者。 针对以上情况，冠生圆开始苦苦钻研商标战术，决定把“大白兔奶糖”的整个包装分别作为8种商标注册，使一张糖纸和包装袋的任何部位都具有法律保护。同时围绕主商标，他们又设计出十几个近似商标，包括大白兔、大灰兔、大黑兔、大花兔、小白兔、金兔、银兔等等，都进行了商标注册，组成“立体防卫体系”，使“大白兔”商标成为一个“家族商标群”。鉴于包装装潢并不受商标保护，但可以申请外观设计专利，于是冠生圆又决定venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 建立商标注册与申请专利相结合的一个互补体系，这样就形成了一个开阔的防御体系，防止任何品牌向主商标靠拢。 冠生圆又进一步认识到，“大白兔”是一个公认的含金量极高的商标，如果仅仅把它局限在糖果行业而且还是特定的“奶糖”这一品种上，未免显得眼光过于狭窄。从长远利益出发，冠生圆开始把自己的“大白兔”商标在与企业发展有关的所有领域进行超前注册。现在，不仅食品、服装、家具、钟表、自行车等行业，就连餐饮、通信、银行、保险等服务性行业，“大白兔”商标都拥有一席之地。 冠生圆的全面出击并不是到此为止。当年的沃特?迪斯尼公司对“米老鼠”的垄断，也教会了“大白兔”到境外去“抢滩”，去占领国际市场。从痛失“米老鼠”的1985年起，他们就拿出大量外汇在境外注册“大白兔”商标。先是在华人聚居区，后来企业的决策者又提出:“凡是地图上有的国家，‘大白兔’都要蹦到那里去”。也就是说要向一切现实的和潜在的出口国和地区超前注册“大白兔”商标，谋求对“大白兔”的法律保护。今天，冠生圆已在工业知识产权“马德里协定”的20多个成员国和另外70多个国家和地区拿到了“大白兔”的注册证。 四、让“大白兔”“活”起来 超前性的商标注册，只是为“大白兔”的未来发展打下了基础，而真正关键的是如何让“大白兔”在国内和国际市场上活跃起来。冠生圆根据时代的变化，开始重新塑造这只兔子。过去的venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 那只“大白兔”只是作为一种简单的的商品符号，从未想过要他变换姿势。而今天，经过一番精心设计，一只以跳跃兔子为主体，以大蘑菇为背景的崭新的“大白兔”商标诞生了。这个漂亮的兔子形象，不仅加深了中国人对老品牌的印象，也受到世界消费者的欢迎。美国人就把中国听装“大白兔”奶糖上那只活泼可爱的兔子当成复活节的象征。接着，冠生圆又创造了20多种卡通大白兔的形象，有唱歌的、跳舞的、划船的、钓鱼的、开摩托车的、打球的、射箭的等等，都多姿多彩、美不胜收，“大白兔”终于“活”了起来。 “大白兔”的决策者们的思考还远不止这些:“大白兔”品牌应逐步向“大白兔文化”过渡，给“大白兔”注入新鲜的精神活力，“大白兔”要走进青少年朋友的生活，成为他们形影不离的好朋友。 思考题: 1. 请扼要叙述市场营销中完整的产品概念。 2. 生产企业尤其是名牌产品生产企业应如何保护自己的品牌, 3. 文中提到,“大白兔”建立起自己未来的疆域。如果冠生圆将 其业务扩展到其注册的众多领域,你认为有何利弊, 4. 冠生圆不愿花钱购买“米老鼠”使用权,而宁愿花钱把“大 白兔”注册到全世界,你认为此举是否明智,有何利弊, 伟达公司定价失误 一、公司概况 venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 伟达公司是隶属北京市某局的一个中型企业。改革开放以来，在大力发展其他产业，开展多种产品经营的战略思想指导下，从,,,,年起，依靠自身有利的地理位置和资源优势与南方一家企业联营开发矿泉水等饮料产品。经过几年的发展，到,,,,年已逐步形成了两个饮料厂、三条生产线、十几个产品的格局。伟达公司产品主要以中低档为主，销售方式主要是以人员推销为主，并初步建立起以北京地区为主的稳定的销售渠道。但是由于资金、市场、机制等各种因素的影响，企业的生产规模始终没能大幅度的变化，基本维持在,,,,吨,年的生产能力和销售水平上。 二、推出新项目 ,,,,年，伟达公司经过市场调研发现，本公司产品中最有开发优势的是矿泉水系列产品，而此时北京地区生产矿泉水饮料的企业有,,,多家，其中规模在,,,,吨,年以上的有,,多家，但没有年产,,,,吨以上的大规模生产线。同时北京地区不断有国外以及外埠品牌的矿泉水产品涌入，大都在市场上站稳了脚跟，如百事、,,，,,等。矿泉水的替代产品也不断涌现并形成规模(如太空水、纯净水)。北京地区饮料产品特别是矿泉水饮料市场竞争非常激烈。矿泉水价格基本维持在1.5元,瓶(以,,,ml一瓶计)上下。经过市场调研还认识到，北京作为政治、经济、文化中心，同时作为旅游胜地每年吸引着国家内外众多游客，一方面，每年夏季来京购物、旅游、经商的流动人口形成了矿泉饮料消费一大市场;另一方面，随着经济的不断发展，人们生活水平逐年提高，对天然矿泉饮料的需求形成了另一个大市场。据专家预测，今后几年北京地区矿泉水需求量会进一步大幅度提高，预计市场缺口每年在,万—,万吨左右。基于以上调研结果，伟达公司决定贷款,,,,万元，全套引进国外一流生产技术与设备，建一条从制瓶、制盖、灌装至装箱的生产线，使年产量增至1.2万吨,年，从而形成华北地区生产规模最大的矿泉饮料生产基地，以规模优势占领现在和未来市场。 经过两年的努力，伟达公司于,,,,年底建成了一条国内技术水平最先进、生产能力居全国前列的现代化矿泉水生产线，固定资产投入,,,,多万元，年产量1.2万吨，产品以中档为主兼营高档产品。这样伟达公司新生产线的中高档产品与原生产线中低档产品形成了公司产品优势。如按预定规模正常运转，venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 500ml瓶装水成本也会由0.95元降至0.65。 三、机遇面前碰壁 1997年对于矿泉水销售来讲是一个黄金年，夏委天气持续高温无雨，香港回归、十五大召开等重大事件使北京大型活动频繁，这些都为矿泉水的销售创造了有利的条件。虽然伟达公司亦投资400万元用于广告宣传，并扩大了销售人员队伍，增加了运输车辆，但除了老生产线的产品销量比上一年有所提高外，新生产线产品滞销，造成大量积压。可以说新生产线建立起的资源优势、产品优势等一系列优势均未在新产品中体现出来，企业从紧缺的资金中挤出来的400万元广告费也打了水漂，职工待岗，设备闲置，老百姓怨声载道。伟达公司在机遇面前失败，原因何在呢, 伟达公司在对矿泉水产品销售特性没有充分了解和科学预测的基础上盲目定价是失败的主要原因:(1)矿泉水市场产品品牌多，竞争激烈，其需求价格弹性较大，价格成为矿泉水销售最敏感的因素。定价高，忽视同类产品竞争，促使消费者购买其他品牌的矿泉水，从而减少了消费者购买自己产品的机会与数量。定价应建立在对产品销量科学预测的基础上，矿泉水不是稀缺产品，采用高价位掠夺利润，反而会使销量大幅度下降，从而减少收入。(2)矿泉水的代用品多，其供需交叉弹性较大，产品价格高，人们就会购买其代用品，从而使销量降低。(3)伟达公司制定的价格没有针对市场进行细分，没有考虑消费对象的承受能力。高价位的策略使相应的市场促销广告也失去了力量。伟达公司虽投入400万作广告，让人们认识了其产品，但并没能创造理想的需求。伟达公司的价格制定应针对其产品市场情况，以提高市场占有率为目的，发挥规模优势，以比其他企业更低的价位在大众消费品市场出现，挤掉其他品牌的市场份额以占领市场。经过新生产线的建设，伟达公司已具有了规模优势，产品成本降低，同时新的产品使伟达更具优势以竞争各细分市场。高价位产品应在某细分市场出现，如宾馆、饭店，而不能出现在大众消费市场。 四、教训 伟达公司失败的价格策略告诉我们，在制定价格时要对市场需求进行科学的预测，对自己的产品优势与劣势有充分的了解，对竞争对手的产品有全面的了解，同时要细分市场，对不同市场的消费者的承受能力有充分的估计，最后从成本、利润、市场、竞争对手等多方面出发，制定自己产品的价格，从而达到提高产venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 品市场占有率、增加产品销量、扩大企业利润的目的。另外，伟达公司的失败还启示我们，要将自己的产品很好地推向市场，就必须运用品牌策略，特别是在竞争激烈、品牌众多的市场中。知名度不高的单一品牌不利于市场竞争，要运用组合促销策略，不能单靠人员推销和广告，还要把握机会，重视营业推广和公共关系等，比如利用重大活动，以捐助或其他形式让利于消费者，以提高企业及品牌的知名度。 总之，企业在激烈的市场竞争中，只有充分了解自己，了解市场，并运用科学的方法，制定行之有效的营销策略，才能在市场角逐中取胜。 思考题: 1. 伟达公司与娃哈哈、乐百氏这样的纯净水生产厂家相比有何 优势和劣势,应该采取何种定价策略来扬已之长～避已之 短, 2. 伟达公司在装配了新的一流生产线之后～定价策略上较上一 年应该有怎样的调整和变化, 3. 针对1998年全国大部分地区夏季多雨、比较凉爽的客观条件～ 伟达公司应该采取折让促销的方式来促进销售吗,试分析制 定伟达公司1998年夏季市场营销。 4. 矿泉水市场是否存在高档品市场,在北京地区开拓高品质、 高价位的市场是否可行, 理胜公司分销渠道的选择 一、公司背景 理胜公司是海戴公司的一家分公司。海戴公司是加拿大最大的汽车零件供应商之一，下设五家公司，他们在总公司的方针指导下自主经营，并保证了适应地区需要的灵活性。理胜公司主要负责为汽车售后市场制造和分配零件，其主要产品是理想牌活塞环、胜利牌密封片和油封。在这三条产品线上，大约有15000种venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 产品，但其中20%的产品非常畅销，约占总销售额的80%。目前公司的分销渠道受到了来自采购集团的挑战，迫使负责售后市场的销售经理汤姆?穆尔先生重新考虑公司分销渠道系统的选择政策。 二、汽车配件的分销渠道 汽车配件从制造商到达消费者，经过的中间分销渠道不同。负责汽车零件的分销组织一般有仓库分销商、小批发商和专营商。 1(仓库分销商。仓库分销商有全国性的，也有地区性的。一家仓库分销商同时为许多非竞争厂家(多达30家以上)提供仓储。实体配销和其他销售代理方面的设施，最大的仓库分销商在汽车零件上的销售额可达5000万加元到1亿加元。有几家仓库分销商也经营一些非汽车产品线的产品，如:五金器具、机械零件、电子产品等，这是为了充分利用物流分销设施。产品从制造商到达仓库分销商后，又经不同的渠道到达消费者。一些仓库分销商仅销售给独立的小批发商，一些既销售给独立的小批发商，也销售给特许经营的小批发商，而另一些则通过自己的批发经销店销售产品。 2.小批发商。小批发商是某一些地方性批发商，他们以很短的周期(如每日)频繁地给加油站、修理店、汽车服务经销店、车队修理厂、工业企业等客户提供小批量货物。为了保证客户的日常需要，小批发商必须有一定的汽车配件存货，在此基础上再venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 向一家或更多的仓库分销商发出订单。由于客户们可能从几家不同的小批发商处购货，使得小批发商之间业务竞争较为激烈。一些小批发商为了吸引客户也经营机械商店，并负责主件的修理和检修。在加拿大，估计有3000家小批发商，每家的年销售额约20—100万加元，主要雇员包括仓库人员、交货司机、外勤推销员、订单接收员、柜台服务员等。这些小批发商又分为独立的、特许经营的、仓库批发和自有的小批发商。 (1)独立的小批发商。他与仓库分销商没有什么正式关系，是典型的独家拥有并经营者。通常向一家仓库分销商订货，有时为了获得广泛的品牌选择或灵活地保持和制造商之间的关系，也可能利用两家或多家仓库分销商。 (2)特许经营的小批发商。这种小批发商自己拥有经销店，但会利用仓库分销商提供的某些设备，如存货控制系统、会计服务、商号等等。为此，特许经营的小批发商差不多由仓库分销商经办所有的采购业务。有些专营店对主要汽车制造商来说，充当的是制造商配件分销商的角色，即是某一产品线上的一个批发商。 (3)自有的小批发商。它是由仓库分销商自有的小经销店，由仓库分销商的一个雇员根据已定的政策和过程来管理。 从总体上看，汽车零配件的分销渠道系统图3 所示。 venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 注:1.理胜公司仅销售给仓库分销商。 2.特许经营商主要业务是销售汽车。 图3 汽车零配件的分销渠道系统 三、采购集团的出现 汽车零配件的营销渠道系统近年来发生了一些变化。由于汽车数量的迅速增加和式样的多样化带来汽车零件的增加和多样化，加之不断发展的汽车技术，使得库存成本、存货淘汰、推销培训、缺货频繁等问题不断增多，小批发商常常没有能力来应付这些新的管理技术上的问题。他们发现通过大规模的联合，采取集中的分销系统会受益很多。于是一些小批发商联合成采购集团，加强了与供应商交易谈判的实力。他们谋求额外的数量折扣，当仓库分销商采取为制造商提供仓库设施的竞争手段时，采购集团则采取绕过仓库分销商，要求制造商直接把产品运到集团处，经过一个时期的竞争，有些采购集团保存了下来，甚至建立了自己的仓库并开始经营，这些集团事实上构成了一个由小批发商拥有的仓库分销商。采购集团的出现使传统的分销系统受到了影响:独立的小批发商数量骤减，一部分联合成采购集团，以便为venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 从制造商那里获得更优惠的条件和服务，还有许多则被仓库分销商收购或转向特许经营。 四、面临挑战 理胜分公司过去一直是通过32家仓库分销商把产品分配给20000家各地的小批发商的，这32家仓库分销商中，11家是加拿大汽车仓库有限公司的分公司，他们都属于魁北克省的一家VM再分销有限公司，剩下的仓库商是独立的企业。理胜公司的销售经理穆尔认为，在选择销售渠道时，公司要求仓库分销商能够提供: 1. 对公司的商品要有一个足够的库存量，包括周转快和周转慢 的商品，以独家成本支付仓库存储和劳务费。 2. 分摊库存税、场地税和个人财产所得税。 3. 为公司提供一支培训过的地方性销售队伍，熟悉汽车零件的 产品知识，不仅要能访问旧客户，而且要努力地开发新客户。 4. 传发有关介绍新产品的印刷品，协助公司准备售点广告材料， 参与促销和分销活动。 5. 分配、更新、替换公司的商品目录、价格表，处理所有的向 批发商开出的支票，并提供所有的信用保证。 6. 培训批发商的销售队伍，通过成千个小型批发商提供有效的 服务，从而促进本行业的繁荣。 仓库分销商在选择制造商的决策中主要考虑的是价格和盈利，其次是以往供货，满足需求的能力，维持双方关系的愿望及venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 是否能共同处理问题。 近来，一个采购集团的老板——彼得逊先生要求理胜分公司绕过仓库分销商，直接把产品运到成员处，并要求附加折扣。如果这样做了，理胜分公司将全面改变公司的分销渠道选择政策，面对这些问题，公司该如何决策呢, 五、理胜分公司的考察 理胜分公司对自己产品的定价，竞争对手及彼得逊采购集团做了以下考察分析。 1(竞争。理胜分公司首先考察了加拿大汽车配件市场的竞争情况。在加拿大活塞环市场中，理胜公司的主要竞争对手是通用活塞有限公司，理想牌和通用牌在市场份额中均占35%，通用公司也制造维修工具和滤油器，有11个地区经理为20家仓库分销商以及2家采购集团服务。 在加拿大密封片市场，有4家主要竞争对手，他们的品牌中M胜利牌情况最好，市场占有率为58%，其次为克拉克兄弟公司，其市场占有率为25%，并拥有好几条产品线。这家公司为20家仓库分销商和一家采购集团供货。 加拿大油封市场中，胜利牌大约占10%的市场份额，而其竞争对手芝加哥皮革公司通过20家仓库分销商获得了大约50%的市场份额。 由于采购集团的购买量可以占一个制造商产量的相当一部分，且提供即期付款，担保85%的采购量专门向某一制造商订购venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 等优点，理胜分公司的竞争对手们正采取直接销给采购集团的分销方式。 2(公司订价。接着公司又考虑了产品线的价格结构，汽车零件行业中有代表性的价格表，如表8所示。 表8 消 费 者 建议价格 1.00,加元, 客 户 比建议价格少30% 0.70 小批发商 比贸易价少35% 0.455 仓库批发商 比批发价少22% 0.355 穆尔先生认为价格折扣是作为提供了分销和销售服务后的回报。理胜分公司仅给那些努力执行所有仓库分销商服务的组织提供价格折扣。 3(彼得逊采购集团。理胜分公司最后考察了彼得逊集团的情况。 彼得逊先生是一个独立的的汽车零件小批发商，他经营理胜分公司的产品线(活塞环、密封片、油封等)已超过12年了，最近他把安大略南部地区和尼亚加拉地区的10家独立的汽车零件小批发商组成了一个采购集团，集团的大多数成员位于尼亚加拉半岛。理胜分公司在尼亚加拉地区没有仓库分销商，主要依靠从多伦多到曼哈尔顿的仓库分销商经销店来分销。由于缺乏本地仓库经营理胜产品线，因而公司在尼亚加拉地区的市场渗透水平只达全国一半。 彼得逊先生声称他的成员在该地区是最强大的批发商，掌握venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 着很大一部分售后市场业务，其中理胜产品线上的业务超过了19万加元。集团一旦得到理胜分公司的同意，直接进货并给予额外折扣，就会雇佣更多的销售人员，则公司将获得一个优秀的销售代理处，这意味着公司在该地区的销售额将比以前没有代理处时更进一步。而且彼得逊集团提供了一个在两年内速造一座中央仓库来处理预期的额外订货量和实行全面服务的集团计划。 六、公司决策 公司的几个高层管理人员反对满足彼得逊集团的要求，他们认为如果采购集团不能起到所有的或大多数的仓库分销商所起的功能，他们不应得到更优惠的折扣;另一方面，仓库分销商为空间、人员、计算机和推销人员提供了一大笔投资，如果接受彼得逊集团势必将失去太多的仓库分销商。他们估计，一旦有一半的仓库分销商反对，公司的销售总额至少要损失20%;第三为了直接运给小批发商，在圣?托马斯必须建立额外的仓库设施。这些费用以及库存管理支出就必须增加。当然这些反对者希望保持最具完整性的制造商的声誉。但他们也同意若是采购集团成为一个正式集团并建立自己的仓库的话，与他们做生意也未尝不可。 穆尔先生以前也坚持拒绝与采购集团合作，以保持同仓库分销商的关系，但这已使理胜分公司失去了许多小批发商的业务。在加拿大，理胜原本的顾客中，至少有7家主要的和6家次要的采购集团，由于公司这种强硬的政策实际上已转向其他厂家，而将来会出现更多的采购集团与仓库分销商竞争。所以穆尔先生认venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 为如果公司改变分销政策的话，要得到采购集团销售的相当大的一部分是完全可能的，而且在魁北克，一些主要的购买集团往往比仓库经销商的经销店更积极，更成功，因为他们是由非常强大的小批发商组成的。 穆尔先生对32家仓库分销商经销店作了评述:7家工作做得不够，有些表现差的经销店是大仓库经销商的分公司，更换这些经销店并不是很容易的事，而且即使把表现差的小经销店取消了，一时也难以找到较合适的替代者。 鉴于以上的原因，穆尔先生作出了决策: 理胜分公司既要有仓库分销商经销店的优秀者，又要有采购集团的优秀者，因地制宜分地区具体选择某种渠道，对表现差的经销商给予提醒，表现好的给予优惠折扣，提高仓库经销商的效率，在该地区没有仓库经销商的情况下选择采购集团，对采购集团不提供额外的折扣。 穆尔说:“一旦我们给予折扣，仓库分销商中的顽固派将设法转向其他厂商。而我们希望既获得采购集团的生意，又不危及我们与仓库分销商的关系。这对于我们管理也较为容易。” 思考题: 1. 汽车零配件的传统营销渠道系统包括哪些,各有何特点, 2. 工业品制造商如何选择其产品的营销渠道,应考虑哪些问 题, 3. 采购集团是如何影响分销渠道系统的, venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 4. 你认为理胜分公司的决策是否正确,能否提出自己的决策方 案,并说明理由。 关注盖中盖现象 主持人 本报记者刘元煌 特邀嘉宾 路盛章 北京广播学院广告系教授 特邀嘉宾 郭志明 实力媒体(北京)总经理 ?铺天盖地的广告大轰炸，省它一个亿又如何, ?电视受众烦了，“哈医药”下一步如何想辙, ?“巩俐阿姨”成为被告，哈尔滨制药六厂会不会重蹈当年广告“标王”的覆辙, 编者按 就在我们与两位嘉宾进行这次有关盖中盖的访谈的同时，“巩俐阿姨”成为被告。中国青少年发展基金会的理由是企业的广告冒用希望工程的良好声誉牟取商业利益。哈尔滨制药六厂的厂长汪兆金对于造成这么大的反响始料不及，他表示，本来是想利用广告唤起全社会关心教育事业的意识，没想到却引发了不必要的误会。这是想做好事没做好。 我想，我们没有理由怀疑企业的一片良苦用心。就像《中国经营报》提出“盖中盖现象”，邀请专家学者对此进行深入的思考，目的绝不是为了“指点江山”，逞一时之快。两位嘉宾在谈venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 话的最后，都对企业提出了很好的建议。北京广播学院的路盛章教授认为，应该把树立企业的品牌放在更重要的地位上考虑，如果“哈六”在医药行业的品牌形象树立起来了，无论以后推出什么新药都会很顺利了。实力媒体的郭志明总经理指出，企业小的时候可以无所顾忌或少有顾忌，但大了就必须有所顾忌。一定要从现在起就好好维护品牌形象。一旦企业出现困难或危机，品牌的作用就会显得非常突出。作为主持人我只想说一句:两位嘉宾的看法个别地方或许会有欠妥之处，但大家只是想给企业提个醒，把好事做好。 广告太多谁惹的祸 主持人:目前，哈尔滨制药六厂的补钙产品“盖中盖”，因为独特的广告手法和投放密度惊人，引起普遍的关注。“盖中盖”的广告从地方省上星台转移到中央台以后，许多人很自然地把它和当年的中央台广告“标王”联系起来。有人认为它已经创造了一种新的广告模式，其特征就是巨额投入，大面积轰炸，明星助阵，强行灌输，并且不计成本。 路盛章:我们至少可以称之为“哈六现象”，或者“盖中盖现象”。说它像当年的“标王”，的确达到了无人不知的地步。但做广告最终目的是要建立美誉度，并不只是知道就好。我认为目前“哈六”应该有所调整才好，花这么多钱，其实从创意、广告策略等角度都可以做得更好。 郭志明:我们从今年初开始留意“盖中盖”的广告投放量，venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 并做了一些分析，当时感觉它的广告投放已经非常厉害了，绝对量跟当年“标王”对消费者的影响一样，但“盖中盖” 不是只投在中央台，而是投在所有上星的地方台。大密度投放的结果是现在几乎没有人不知道这个品牌。我想企业做广告除了要建立知名度之外，更应注重美誉度。 主持人:从投放密度来讲，盖中盖的投放是否有过多之嫌,尤其是它的广告的艺术性似乎不高。 郭志明:我们一直注意它怎么投放。像可口可乐和宝洁的广告投放，都是买下固定的广告时段。但“哈六”则是创造了一种新方法，先与电视台谈好一个总体价格，譬如一年是1000 万，但是什么时间播放企业不管，于是电视台只要有时间就往里插播广告。这样对“哈六” 的好处是，其实它花的钱并不是特别多。 主持人:这样说“盖中盖”的广告密度太大，电视台也要承担一定的责任。 郭志明:客观上造成了这种结果。 路盛章:对于媒介来说，有客户给我钱，那何乐而不为呢。除了客户要的时间以外，我还可以给你补偿一些非黄金时段的广告。于是就形成了我们所看到的见缝插针的情况，其实企业对于广告的投放很可能是没有计划的。按理说一个好的品牌要有一个好的策略来做广告，一定是非常周密的，如选择什么样的时间段，目标消费者在哪里等等。 主持人:这让我想起一些肥胖儿童的产生，原因就是家长无venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 节制地给他们“补充营养”。 郭志明:专业的广告公司一般来说会控制广告的播放量，不会允许有太多的消费者看太多的次数，我们有专门的统计数据告诉我们，现在播放了多少次，有多少人看到过我们的广告了，并且绘制具体的分布图，然后据此对广告的投放量、投放时间等予以控制。 “盖中盖”从去年6月慢慢地增加投放的次数。现在平均有 60,的人看过20次以上的频率，有大约40,的人每天都看到。在这方面企业没有控制好播放的频次。但这样做是不是就一定不好呢，我和不少人讨论过这个问题。这样做广告对农村和经济不是很发达的城市居民来说，效果还是好的。 路盛章:也就是说投入肯定是会有回报的，不管怎么说大家都知道了。有些人可能觉得也没有什么害处，会容忍它。但是我觉得作为一个比较精明的企业家或者决策者，应该考虑到消费者的反应，并且及时做出调整。从理论上讲，一个广告到底要看多少次，这是个比较复杂的问题，一般来说广告连续最多不应超过6次。 郭志明:从某一个品牌或者产品来讲，7—8次,天绝对是多的，但从厂家来看，它的投放方法不见得就不好，如果它像宝洁一样，有超过十个的品牌，广告分散投放在这些品牌上，就不会显得很多。哈尔滨制药六厂现在至少有四五个产品，但没有合理地进行分别的投放，品牌间的广告没有形成配合。 venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a “奇招”还是“恶招” 主持人:刚才两位嘉宾指出了“盖中盖”广告的一些不足，但也说明它在中国现有情况下还是有效果的。我想问，“盖中盖”的广告策略，不知道应属于“恶招”还是“奇招”。虽说中国市场的整体发育水平低，存在较大的地区差异。强行灌输式的东西，消费者对它的容忍程度还比较高。这是不是意味着在中国，企业有钱，财大气粗就能达到目的。另外事实是，哈尔滨医药集团在股市上的表现和去年的销售收入都很不错。 郭志明:不能说是“恶招”，应算“奇招”。毕竟这种形式比较新，从前没有人做过。“盖中盖”可能有些特别，但它只是广告投放很多，其他的配合没有跟上。例如:厂家要有某种新产品推出，要注意广告版本的转换。但是如果在做广告的同时，其他的东西没有跟上，这样不好的方面会逐渐表现得越来越充分。 路盛章:我觉得它不一定是什么恶招，也不一定是奇招，在中国可能就这样。我倒是希望企业领导对受众产生的反感等等，都在意料之中。我认为产品广告还要与企业的形象相结合，不一定总是宣传“盖中盖”，哈尔滨制药六厂的企业形象同样需要树立起来。 郭志明:还有，企业销售渠道的建设同样重要。目前，“哈六”在某些环节做得还不够好，如很容易发生缺货，补货的速度慢。这样企业就没有利用好自己的宣传力度，这样就让人家的产品搭了便车。 venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 路盛章:从传统的市场营销学上来说，广告也只是其中的一个手段。我认为当年标王的失败，原因也在于此，只知道要做广告。像秦池，一下子打出上亿元的广告，而企业管理方面的内功没有做好。如果现在的哈尔滨制药六厂也是这种情况，那它的问题就会很多了，不只是一个广告投放量多少的问题。 郭志明:企业可能还处于这样的一个思考模式，既然一开始做广告时投入一元钱能够回收两元、四元，那么只要不断地增加投入，回报也永远会成正比增长。“盖中盖”现在的矛盾在于企业做大到一定程度后能否实现一个策略性的改变，一定要从销售导向转为市场导向。但中国的企业家往往会说，我以前很成功，为什么要改变呢, 另外“哈六”还忽略了一点:外国企业非常清楚什么叫品牌资产，他们很重视广告的内容，甚至是围绕着企业特点进行包装，就像是一个人的装扮要与个性修养相一致。 主持人:这一点有人总结出一句话，叫“成功是失败之母”。 路盛章:现在还看不出哈尔滨制药六厂有什么成熟的战略设计。大家都知道“盖中盖” 了，但“盖中盖”是一个什么品牌形象，没有树立起品牌资产的清晰概念。它是一个怎么样有利于消费者的产品，它的品牌优势在哪里，如果不从根本上梳理它的品牌思想，建立起在补钙领域里的领导形象，并且充分展示自己的科技力量、后勤保障，使消费者认同这些东西，就会比仅仅认同广告和明星要强得多。因为明星只能代表知名度，但品牌形象venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 是企业自己的。我觉得“哈六现象”的症结在这里。 “少花一亿又如何” 主持人:有人针对“盖中盖”的广告密度过高指出，即使少花一亿或者几亿，如果科学地规划，也能够达到同样的广告效果。 郭志明:从正规的媒体策划的角度来看，首先要知道有多少人看过，看了多少次，是一个什么样的地域、年龄的分布，看过后的反应等等都可以运用数据来统计，是可以进行控制的。另外从国外的情况来看，随着经济的发达，对于广告频次的接受程度是越来越低的。但中国有它的特殊性，中国幅员广，地域差异大，城区人口忍受度较低，不能忍受太多的广告次数;但农村信息渠道单一，受广告的影响较大。与美国相比，如果只是简单地计算回报率，在中国做广告还是很合算的。 有时国内的企业客户会跟我们说，你砍掉我一半的广告量，能保证效果不会下降吗,企业家们宁愿多花一些钱保个险。应该说在国内成熟的市场上，我们对于投放多少广告能够达到什么效果是有把握的。 主持人:有人说广告往往产生50,的浪费，但遗憾的是却找不到真正需要的那个50,。 郭志明:对于“少花一亿”的说法，要想做到最有效的组合投放，其他的配套环节必须做好，像好的产品，好的渠道，广告内容要清楚，这样才能保证媒体的投放可以进行科学的规划。但在目前很多方面还不确定的情况下，多投往往没什么害处，投放venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 太多会有害;但多投的害处不是很明显，而少投的害处可能很明显。 路盛章:现在“哈六”要做的工作就是如何塑造品牌形象。“盖中盖”究竟要树立什么品牌形象,能不能使消费者真正做到“认牌购买”，补钙就要吃“盖中盖”。但消费者凭什么要听你的,这个功夫要花，要研究企业应该树立一个什么样的品牌形象。目前，“哈六”扮演的只是一种“财大气粗”的形象，而不是关心老百姓健康、奉献社会的形象，这是需要它去建设的。企业形象的建设是一项系统工程。 主持人:在请明星做广告这方面，我自己的感觉对于濮存昕和巩俐的公众形象都会产生影响。有人说，明星做广告，要红不要紫。 郭志明:使用明星本来是要为企业节省一些广告的频次，一个大家都认识的人说出来的话和不认识的人来说话效果是不一样的，用明星图的是多快好省，但做多了用普通人也许更具有亲和力。 继续坚持，还是改弦易辙 主持人:哈尔滨制药六厂的广告做法存在一些不足，但两位嘉宾也道出了目前市场环境下企业的无奈，那该做何改变呢, 路盛章:企业应该首先坐下来好好研究一下目前所处的状态，并及时调整。应该说，“哈六”在前一个阶段的目的，该达到的都达到了，但眼下必须快些做些提升。即使还谈“盖中盖”，venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a 一定要换角度，换口吻，换新的切入点;企业可以考虑转向细分市场，比如说提供面向儿童、青年、老年人的有针对性的产品，这里有许多文章可以做，可以体现企业的爱心和对社会的关怀，对产品质量的追求。 另外还要加快营销渠道的建设，虽然建立营销渠道难度比较大，但是对于一个成功企业来说是无法回避的，光靠广告的“空中炮火”是不行的。 郭志明:“盖中盖”的知名度没有问题，应该尝试推一些新品种，建立一个品牌下的系列产品，注重细分化的市场，好好利用现有的广告投放量。钙产品是普遍性产品，在儿童用的钙产品中加入一些维生素AD等等，这并不是很困难。 另外，企业还可以考虑购买一些研究成果作为新药品种推出，以企业的雄厚财力，是完全可以做到这一点的。扩散品牌要有前瞻性，过去的失败案例如“三株”就是因为押宝在单一产品上。 讨论题: 1. 谈谈你对“盖中盖”营销看法。 2. 你认为哈尔滨制药六厂的广告做法存在哪些不足,如果你是 总经理～你会采取何种策略, 3. 你认为该企业如何进行市场细分,如何进行市场提升, venture capital investment guarantee mechanisms, talents, positive for special funds, play to the guiding role of financial capital, leveraging features, evolving financial resources, capital, financial capital, protection of social capital into new patterns. 3 innovation environment, optimizing talent, create a good atmosphere. Departments at all levels to put science and technology innovation and talent working in the strategic position of priority development, and full play to the guiding role of Government, vigorously promote scientific and technological innovation and the preferential policies, mobilizing the entire society's awareness of innovation, stimulate creativity. Further open "service the green channel" for talent to provide efficient, convenient, quality service and allow all kinds of talents to focus on innovation, play to our strengths. County-level accreditation in recognition of work in a timely manner, contributing to talent and rewarding scientific and technological achievements to emerge, release patent awards grants, encourage patent applications, social forces are encouraged to set up science and technology awards, create an environment conducive to scientific and technological progress, technological innovation, talent and career policy environment, rule of law, market and social environment. Comrades, technological innovation, talent is a