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1、好记星策划(OZingplan)Theoriginalityof〃0Zing〃marketingplanningcaseOZingcameoutinMay2003,lessthanhalfayeartoobtainsalesof300thousandunits,salesexceeded200millionyuanofamazingperformance・Howtoplanandoperatebehindit?Afterseveralyears,itsmarketingplanningprocessisnosecret,butitwillgiveustoday，snewp
2、roductstoprovidesomeusefulenlighteninent.WhenitcomestotheadventofOZing,itissomewhataccidentaLIn2003February,when"backbackgooddirectoranddeputygeneralmanagerJiangYufeitotravelonthewaytoNanjing,heardthatSuzhouhasE%"sellveryfire,immediatelyaskthedrivertoheadstraighttoSuzhou.InSuzhou,throught
3、hethreedaysofthemonthsofobservation,heputa〃E%〃backtoBeijing.Thisisatechnicallyinnovative,buttheoveralltechnicalcontentisnotveryhighelectronicproducts,onlyneedtosimplycopyandupgrade,canlaunchtheirownnewproducts.Atthattime,therearethreewell-knownbrandsofelectronicmarket,hasbeentepiddoingrig
4、ht:Hongkongchigroup"goodtranslation"inChinaandHongkongareverywell-knownproducts,allcountershaveterminal,isverywelldone,butthepromotionissoft,isadoptedinelectronicproductstheconventionalway,thepossibilityofmarketpromotionalsoisverysmall:Shangwutong，screatorZhangZhengyulaunchedthe''memorytr
5、easure?，,thebusinesshabitsplayintelevisionadvertisingasthemainmedia,focusingonthedemandsoftheproductfunction,onlyfromtheoriginalmarketdifficulttoshare;Wenquxingismarketingformanyyearsoldthebrandhasastrongmarket・Facedwithsuchasmoothandbigbrandofforestmarket,howtointerveneinthenewvarieties?
6、Afterasurvey,analysisanddemonstration,plannershaveclarifiedthreeideas:first,wemustmakethemarketbigger;second,sharesomesharesfromtheoriginalmarket;third,subverttheentiremarketstructure・Thegoalisto〃0Zing〃becomethebossoftheelectronicmarket,andthenbecomethebossoftheeducationmarket・Intheproduc
7、tname,fulluseofmarketresources,thename/，0Zing/，,separatelyfromthe"goodtranslation"and"memorytreasure^andz，threestar，zbrandinaword・DuGuoying,theforerunnerofChirm's''virtualoperation，z,stillusesOEMtoentrustproductproductiontothethirdparty,whileconcentratingonmarketing
