鸡肋怎样变成鸡腿--论小家电营销方略（How to become chicken drumstick -- on the marketing strategy of small household appliances）.docVIP

鸡肋怎样变成鸡腿--论小家电营销方略（How to become chicken drumstick -- on the marketing strategy of small household appliances） Chicken ribs: tasteless gesture. Chicken meat delicious, much coveted. This is Chinas small household electrical appliance enterprise marketing director often encountered dilemma choice. Choose chicken ribs marketing director, often in a high pressure and constantly on the run and two state backed. Choose the marketing director of chicken legs, the situation is spring unlimited, easy to do, beaming also. Why dont the same people die the same way? Because the thought is different, the eye has the height, the strategy divides the length, the wisdom has the size. In 2005, Chinas small household electrical appliance enterprise marketing model is to choose chicken ribs, or choose chicken leg? I think it is necessary to discuss the following aspects: Market direction: Chicken ribs Market: We used to be the provincial capital as a market, in the marketing process of many Chinese small household electrical appliance enterprises in the primary market has become a small household electrical appliance enterprises tasteless but wasteful to discard the chicken ribs: 1, enter the primary market cost is low, the current provincial (city level) of the main channel by the large home appliance chain control, into the high cost of the main channel (entry fee, fee, fee, counter Shopping Festival promotion fee to enter a city center project, pre investment costs will be 40 ~ 1 million yuan) if a single brand in a citys annual sales of less than 2 million, it is possible to lose money. 2, the primary market competition is fierce, because the provincial capital is more mainstream major brands, brand communication information is complex, the audience acceptance is low. In addition, all kinds of promotion methods emerge in endlessly, and competition has become white hot. 3, the cost of after-sales service in the primary market is high, the daily expenses of marketing institutions,