格兰仕十大营销定律 简单律领先律（Galanzs ten law of marketing, simple law, leading law）.docVIP

格兰仕十大营销定律 简单律领先律（Galanzs ten law of marketing, simple law, leading law） From the first Chinese Marketing -- the highest award Golden Tripod award Mr. Kong Fanren wrote the report of China Marketing -- nearly twenty years of Chinese marketing have a significant impact on development of enterprises and entrepreneurs Book Evaluation: Galanz - knowledge of marketing and cost leadership model. In the household appliance industry big advertising campaign, Galanz but with its unique knowledge marketing and cost leadership strategy another way. Galanz was a manufacturer of feather products, and made microwave ovens in 1993. In no brand awareness, China consumers do not know what is the microwave oven, Galanz did not use large-scale image advertising, and the use of guide mode, open column in the more than 400 national newspapers and on TV, the microwave oven knowledge, recipes, consumer guide, and to shape the corporate image, corporate communication culture. They spent more than a year writing 900 microwave ovens, recipes and recipes for most of the worlds microwave ovens, and printed millions of microwave oven recipes for free to consumers. Galanz chairman and general manager Liang Qingde, others is to occupy the market in the bombing of advertising, while Galanz is in to develop the market with knowledge and culture, the two position in the minds of consumers in different as can be imagined. Thats why competitors advertising costs are far ahead of Galanzs and Galanzs products dont sell. In 1993, Galanz entered the microwave oven industry. While the market capacity is only about 200000 units, and has a great share of exclusive brand Xianhua, domestic market size of 120 thousand units, the market is also concentrated in Shanghai and a few big city. Galanz believes this is a poorly developed market that can be quickly entered. The development speed of Galanz is very rapid, in 1993 sales of 10 thousand units, 100 thousand units in 1994, 1995 sales reached 250 thousand units,