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1、新品上市弱势品牌如何博弈市场（Newlistinghowvulnerablebrandsmarketgame）S,aShandongbasedprivatecompanythatproducessolarwaterheaters,hasservedasatechnologybackboneforalargesolarwaterheaterintheprovince.Atthetime,hedecidedtoformahill,thensetuptheScompany.However,becauseofthelimi
2、tofcapitalandotherconditions,hecanonlyorganizeproductassemblyandcommissioningworkersinrentedpremises,asacomponentofthesolarwaterheaterparts(especiallyvacuumtubesandothercorecomponents)ispurchasedfromtherelevantmanufacturers,componentproductionrateisverylow.Att
3、hesametime,inordertorealizetheunityofenterprise,productandbossbrand,thebrandofhisproductisalsoSbrand,andhasbeenregistered.TheproductbegantrialsaleinsomemarketsinShandonginearly2003,andthesalessituationisnotideal.Therefore,intheproductfurtherlistingpromotioniss
4、ueshecommitted,hedidnotlikethefirstfinancialabilityofEmperorMing,Canon,sijimugebillion,techpoolbrandadvertisingasinCCTV,butthereisnomoldingsalesmodel,teamandmaturemarketingandservicenetwork.Hewantedtoknowhow,inthiscase,howtobuildafootholdinthecompetitivesolarw
5、aterheatermarketandgetasliceofit,andevenbiggerbusiness.Howtobecomeanupandcomingactorinmorethan3000solarwaterheaterenterprises?Hefeltagreatdealofpressureandconfusion,andintheletterIsawhisbewilderment.Ihopethatthroughthisarticle,hecanbegivenapointofconfidenceand
6、hope.StartmarketdifficultiesItisnotdifficulttosee,orrather,Sisaworkshopfactory,ortheassemblyworkshopofsolarwaterheaters".Sproductcoincidedwiththesolarwaterheaterthe"chaos"periodtoenterthemarket,facinghugemarketpressure.Themarketprospectisnotequaltothegoodprosp
7、ectoftheenterprise.Therefore,theprimarytaskofScompanytoparticipateinthemarketcompetitionistounderstanditsdisadvantagesandproblemsfirst,soastobringoutthetargetedmarketstrategyandmarketingstrategy.Atthisparticularstage,Sfacesfourseriousproblems:First,thelackofco
8、retechnology,dependenceontheupstreamenterprisestoostrongInChina,manyfamousenterpriseshavenotmasteredthecoretechnologyofthelosses,suchasDVDproductionenterprises,especiallypaymoreatt
