差异化营销--从战术到战略（the difference of marketing -- from tactical to strategic）

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1、差异化营销--从战术到战略（Thedifferenceofmarketing--fromtacticaltostrategic）NoonecanguessthegeniusmindZhongShanshan'snextideaofwhatis,never.Thenewproduct"recentlylistedthefarmerorchard"onceagainputthedifferentialmarketingNongfushangquanalwaysreflectthemostincisive,regardlessofpackagi

2、ng,taste,orjuicedrinks,andevenchildrenfromadvertising,oristhepricepositioning,aremoreorlessalludingtotheirnearparanoiaofdifferencemarketingthepursuitof.Thefarmerorchardbeforethelisting,thebellinaninterviewwiththemediasaidthisquote:"forhonyaradoh,nomatterwhichindustrytoent

3、er,whatwewantisaproduct,ratherthanabrand,sothefruitjuiceindustry."Hisintentionisveryobvious,thefarmerspringtobringtotheindustryisanewproduct,ratherthanthebrandnameofabannerundertheguiseofdiversification,theproducthasbeenrecognizedbrandintangiblevaluenaturallyemerged,mores

4、pecificallymarketingshouldstartfromtheperspectiveofproductinnovation,andnotsimpleandblindlyfollowupputupapageantry,tacticalplaysthekeyrole.Inshort,directtacticaleffectdeterminesthesuccessorfailureofstrategicdecision.TacticalvictoryIntheultralowprofitandsupercompetitionera

5、,thefarmerorchardcanmaintainarelativelyhighprice,butthefarmerspring--ishecertainreason,thefarmerismostlyproducedbrandproductsandnotamassproduct.Thestructureofbrandthewayallofthemdependondifferentiationmarketingtactics,thetacticsthatheandotherpopularbrandstodrawaline,thema

6、ximumextenttoavoidthepricewar,thestrategytobeimplementedeffectively.Nongfushangquanmovementisthemosttypicalcasecoverdifferenttacticalsuccess,beforemovingthecoverturnedout,althoughtherearenumerousstarsifbottledwatermanufacturers,buttheproductsareidentical,notoutoftheordina

7、rydemandsstrong.NongfushangquanlistedMarketResearchforalongtime,finallydrawstheconclusionbycomparingthedifferencesofthereformfromtheproduct,thefirstistofindthedifferencesinwaterquality--thespringhead"QiandaoLake",andtheuseofastrongpsychologicalhint:"farmerspringisabitswee

8、t";andthenfindthedifferenceismoredirectinthepackagingcovertypepackaging--"classdon'tmakesuchasou