从世纪水战看新闻营销策略（Read the news from the war century marketing strategy）.docVIP

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从世纪水战看新闻营销策略（Read the news from the war century marketing strategy）.doc

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从世纪水战看新闻营销策略（Read the news from the war century marketing strategy）

从世纪水战看新闻营销策略（Read the news from the war century marketing strategy） As everyone knows, 2000, Nongfushangquan singled out Water Alliance, is one of the most wonderful news marketing case. Nongfushangquan by virtue of their own resources (Qiandao Lake national water resources), standing in the position of safeguarding the interests of consumers, nutrition knowledge with the help of a controversial, conducted a hot news marketing, direct harvest is to mobilize the media for their own strategy, for the consumer the interests of their own brand image, a series of fission free publicity for their new product features, forming a sensational effect. Whats more, it has damaged competitors - pure water, with a new image into the natural water market. Through this classic news marketing case, we find the 11 principles of news marketing: 1, guiding principle Water is an important part of life. Everyone needs to drink water, so what kind of water is good for your health is a big problem for everyones immediate interests. Nongfushangquan according to scientific experimental results and developed the national drinking water market development trend, at the loss of tens of millions of using pure water production line, the production of natural water in turn, the conception for the sake of the health of consumers in general, the image is very consistent with the guidance of the principle of public interest. In addition, the planning of several small news are also in line with the principle of orientation, such as to be little scientists activities, contribute to the cultivation of young love scientific concept; to provide adequate drinking water and financial support Chinese Olympic Games delegation, is also a manifestation of patriotism. 2, news principle Originally, the enterprise production and what not just what production enterprises own behavior, but Nongfushangquan take the form of a press conference, in the pure water accounts for market dominance case, dished out the pure w