品类营销鲁花的成功基因（The success of the marketing category gene Luhua）.docVIP

下载本文档

1
0
约1.23万字
约 9页
2017-09-26 发布于河南
举报
版权申诉

品类营销鲁花的成功基因（The success of the marketing category gene Luhua）.doc

1、原创力文档（book118）网站文档一经付费（服务费），不意味着购买了该文档的版权，仅供个人/单位学习、研究之用，不得用于商业用途，未经授权，严禁复制、发行、汇编、翻译或者网络传播等，侵权必究。。
2、本站所有内容均由合作方或网友上传，本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺！文档内容仅供研究参考，付费前请自行鉴别。如您付费，意味着您自己接受本站规则且自行承担风险，本站不退款、不进行额外附加服务；查看《如何避免下载的几个坑》。如果您已付费下载过本站文档，您可以点击这里二次下载。
3、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等，请点击“版权申诉”（推荐），也可以打举报电话：400-050-0827(电话支持时间：9:00-18:30)。
4、该文档为VIP文档，如果想要下载，成为VIP会员后，下载免费。
5、成为VIP后，下载本文档将扣除1次下载权益。下载后，不支持退款、换文档。如有疑问请联系我们。
6、成为VIP后，您将拥有八大权益，权益包括：VIP文档下载权益、阅读免打扰、文档格式转换、高级专利检索、专属身份标志、高级客服、多端互通、版权登记。
7、VIP文档为合作方或网友上传，每下载1次，网站将根据用户上传文档的质量评分、类型等，对文档贡献者给予高额补贴、流量扶持。如果你也想贡献VIP文档。上传文档

品类营销鲁花的成功基因（The success of the marketing category gene Luhua）

品类营销鲁花的成功基因（The success of the marketing category gene Luhua） The deputy general manager Hou Junwei Shanghai mental Consulting Co., Ltd. Beijing branch Small package edible oil field in Chinese, Luhua challenged the rules of the industry, by category segmentation, firmly occupy the category leader in peanut oil. In todays global economic instability, and under the environment of fierce market competition, Luhua still maintained a rapid growth, so what can Luhua has been leading the Chinese small package edible oil? Luhua gene products Whether a product can grow healthily in the market competition has something to do with its environment and its own genes. The so-called gene is the product of DNA, is its unique, others can not be copied. But for marketing products, it is the unique background of its products, category, concept, selling point and so on. Through the analysis of Luhua products, let us find the successful gene, so as to find a product to grow the origin and trajectory. The gene chain luhua: Figure 1 Luhua 20 years development, but also the rapid development of society and economy Chinese 20 years. The consumer has experienced from a lack of material to material abundance, what can Luhua maintain an average growth rate of 30%? We found that the success of Luhua is the first successful product, each product is like a person, has its own unique genes, we found through the study of gene, Luhua products chain consisting of five genes of the current achievements of Luhua (Figure 1). 1, background: Chinese label peanut quality habitats in Shandong, is the best product endorsement Luhua Any one product contains two parts, one is the entity part of the product, you can see, touch, smell; the other is a virtual body part of the product, this part is the most important part of a product, in particular, the supporting part is the product, than as the product concept, product endorsement, product image etc.. Shandong is rich in peanut is famous in the world, the annu