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软中华香烟打破乱局一支独秀
软中华香烟打破乱局一支独秀

上个世纪90年代,中国卷烟商场一盘散沙,漫山遍野涣散着大大小小上百家烟草公司。每个烟草公司都有多个烟草品牌,大重九即是昆明卷烟厂的品牌之一。彼时,推广是一个相对生疏的字眼,广告却是一个热词,砸钱当标王变成了那个年代的共同印迹。跟着扎堆竞赛愈演愈烈,一些相对弱势的卷烟公司在严酷的拼杀中堕入生死存亡的地步,商场资源日渐向少量公司会集。在这样的商场布景下,销量变成考量卷烟品牌是不是被注重的关键性目标,在硬性目标的考核下,许多品牌渐渐退出市常“那个年代,许多卷烟品牌大都缺乏明晰的诉求,推广行动涣散、缺乏连贯性,无法构成全体的品牌价值体系。当年的大重九也是如此。”一位不愿意泄漏名字的推广专家以为,“唯销量论会导致公司短视,堕入只注重销量、不注重品牌的恶性循环中。静心耕地与昂首看天,缺一不可。”从长远看,品牌比销量更有价值,软中华香烟即是一个典型比如,它一直以来专心做一类烟,尽管它的销量不是榜首位,但其赢利却雄踞榜首。很多事例证明,单纯寻求规划的公司抗危险能力比寻求品牌效益的公司熊多,2008年金融海啸中通用轿车严峻亏本,而宝马轿车并未遭到多大的冲击,即是例证。在一个被高端商品抢去八成赢利的行业里,即便跃升为世界榜首,那又怎样?做大与做强并不是一对对立体,在通往既大又强的路上,“条条大路通罗马”,但不管哪条路,品牌都是榜首选项,它是公司继续产生溢价的关键所在。

 
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