模式----营销创新的对象 ---- 张海良
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 10pt"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>什么是模式？模式按字面理解是指</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">“</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>某种事物的标准形式或使人可以照着做的标准样式</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">”</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>。</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: "> </SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>具体的营销模式应该是指较为成型的、大家都可运用的销售方式。决定营销模式的因素很多，如法律因素，历史因素，市场需求因素及企业的产品、战略因素和渠道的选择及其组织等等不一而足。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><?XML:NAMESPACE PREFIX = O /><O:P></O:P></SPAN></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 10pt"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>根据唯物辩证法的观点，世界上的一切事物都是在不断发展变化中的，除了变化之外，就没有什么是亘古不变的真理。一种模式从出现到成熟有一个发展变化的过程，而一旦达到成熟阶段就意味着到了即将消亡的阶段，衰老、教条、僵化是成熟的同义语。可以说每一种模式都有其自身的生命线，没有活力永存，青春永驻的好事。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><O:P></O:P></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 10pt"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>落后就要挨打，这是中国人民在经历了百年伤痛后得出的经验教训，明白了要想屹立于世界就要自身谋发展，而发展是离不开创新的，创新就是发展之魂，这是一个简单而又明确的逻辑关系，没有创新就没有生命力，营销也不例外。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><O:P></O:P></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 10pt"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>市场在不断的更新与</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.cnexp.net/fenlei_xinxi/xipai/Index.html" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">洗牌</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>，把任何以往成功或曾经成功的模式拷贝或复制出来用做现在市场拓展的方法，都不再具有那么硬气的说服力。许多向我咨询的客户，也有过豪情满怀的向我说起，某某产品成功推广市场的方法很适合他们，因为彼此间产品类似、功能趋同，是否也能借他们的一点光或取他们的一点经来观照自身企业运作行为，以避免少走弯路，尽快的获得提升力量。对这种想法可要泼一泼凉水了，此一时，彼一时，时间的流逝和社会的进步会带走许多我们曾经美好的回忆，这是不以人的意志为转移的。在信息爆炸的</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">21</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>世纪，一味依靠经验注定是要失败的。靠模仿或跟随亦步亦趋学人家，不仅成功的可能性微弱。关键是丧失了自身资源层面上的核心竞争力，与此相反，创新或突破才是产品推广与</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.cnexp.net/fenlei_xinxi/pinpai/Index.html" target=_blank></A><A href="http://www.cnexp.net/fenlei_xinxi/pinpai/Index.html" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">品牌</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>运作的现实理念。反对模仿式的顺从但并不拒绝借鉴中的创新。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><O:P></O:P></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 10pt"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>营销它所提倡的是围绕消费者多变的需求来努力适应和引导。其模式应该是多变的，不可能一花独放就能香艳一片。那种不顾自身条件就把某种特定的营销模式作为主攻方向的企业，你的企划力、团队力和执行力能跟得上吗？这种营销模式企业的肠胃适应的了吗？其实营销模式没有什么对的错的之分，最适合的就是最好的。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><O:P></O:P></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 10pt"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>而且既然是一个被大家都认可的营销模式也没有什么新鲜的了，你的竞争对手都可以模仿，当大家都采取同样方法的时候，你鲜明产品定位在哪里体现？你与众不同的特色在哪里？千人一面的模糊形象如何点亮消费者的眼睛？</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><O:P></O:P></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 10pt"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>市场是动态和变化的，怎么可能有一种模式是百试不爽的利器呢？营销模式不能照搬照抄，其产品成功希望和出路就在于创新。现在，随着跨国和本土的商业</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.cnexp.net/fenlei_xinxi/liansou/Index.html" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">连锁</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>攻城掠地和疯狂吞食，许多人会认为这种模式才是今后的主导，真的是这样吗？不要忘了，在全国一级中心城市也许是主导，在二级、三级城市根本还算不了什么。珠海</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.cnexp.net/fenlei_xinxi/geli/Index.html" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">格力</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>空调连续九年全国销量第一，但在</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.cnexp.net/fenlei_xinxi/guomei/Index.html" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">国美</SPAN></SPAN></A><A href="http://www.cnexp.net/fenlei_xinxi/liansou/Index.html" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">连锁</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>，份额也不过才</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">1%</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>，难怪董事长朱江洪面对国</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.cnexp.net/fenlei_xinxi/meide/Index.html" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">美的</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>咄咄逼人并不示弱。拿</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.cnexp.net/fenlei_xinxi/haier/Index.html" target=_blank></A><A href="http://www.cnexp.net/fenlei_xinxi/haier/Index.html" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">海尔</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>来说，无论是跨国和本土的商业</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.cnexp.net/fenlei_xinxi/liansou/Index.html" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">连锁</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>还都卖不过</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.cnexp.net/fenlei_xinxi/zhuanmaidian/Index.html" target=_blank></A><A href="http://www.cnexp.net/fenlei_xinxi/zhuanmaidian/Index.html" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">专卖店</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>和大商场。由此可见，一味强调热衷于一种模式，其市场的回报不可能成为行业主宰。营销是为满足需求服务的，是一种把产品变为商品的艺术。面对竞争，我们不管是模式还是手段，都是应该改变和创新的时候了。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><O:P></O:P></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 10pt"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>来看看雪花啤酒在营销上剑走偏锋的策略所带来的影响吧。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">2006</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>年</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">5</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>月中旬，当各大啤酒厂商还在为奥运</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/8-12.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">赞助</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>商名额你争我夺的时候，</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/3-162-52.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">华润</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>雪花公布了未来三年</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/3-162-53.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">雪花啤酒</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>的一个</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/3-8.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">品牌策略</SPAN></SPAN></A><SPAN style="FONT-FAMILY: ">——“</SPAN></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>非</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><SPAN style="FONT-FAMILY: ">”</SPAN><A href="http://www.globrand.com/list/7-7.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">奥运营销</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>。同时，</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/3-162-53.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">雪花啤酒</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>最新</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/special460_more.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">广告片</SPAN></SPAN></A><SPAN style="FONT-FAMILY: ">“</SPAN></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>啤酒爱好者</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">”</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>篇在</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/3-6.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">中央电视台</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>黄金时段播出，第一期投放在</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">3000</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>万左右。随后各地方台也紧接着播出了该广告。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><O:P></O:P></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%"><SPAN style="FONT-SIZE: 10pt"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times> 在</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">“</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>啤酒爱好者</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">”</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>篇中，雪花首次提出了</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">“</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>啤酒爱好者的正式合作伙伴</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">”</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>这一全新的概念。这支广告内容十分简单，一个年轻人在一次比赛结束后的心声：</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">“</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>没人</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/8-12.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">赞助</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>我球鞋，我跑得不快，跳得也不高，但咱也不简单，这比赛，有我们才行</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">……”</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>。然后画面打出</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">“</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>啤酒爱好者，雪花全力支持你</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">”</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>的字样。这是</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/3-162-53.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">雪花啤酒</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>的</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/3-4.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">品牌价值</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>主张：不去支持明星，也不去支持运动，而是支持</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">“</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>这比赛有我们才行</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">”</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>的这一帮</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">“</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>啤酒爱好者</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">”</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><O:P></O:P></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%"><SPAN style="FONT-SIZE: 10pt"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/special579_more.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">世界杯</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>期间，</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/3-162-53.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">雪花啤酒</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>也没有直接</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/8-12.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">赞助</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>，而是通过与央视</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">5</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>套的</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">“</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>球迷</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/special579_more.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">世界杯</SPAN></SPAN></A><SPAN style="FONT-FAMILY: ">”</SPAN></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>栏目合作，调动观众和球迷广泛参与，这一举措与其“非</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/7-7.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">奥运营销</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>战略”遥相呼应。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><O:P></O:P></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%"><SPAN style="FONT-SIZE: 10pt"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times> 老</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">“</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>冤家</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><SPAN style="FONT-FAMILY: ">”</SPAN><A href="http://www.globrand.com/list/3-26-68.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">青岛啤酒</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>、</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/3-162-56.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">燕京啤酒</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>双双成为</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">2008</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>年奥运</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/8-12.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">赞助</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>商，</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/3-162-53.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">雪花啤酒</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>则再次走上了坚持</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/2-42.shtml" target=_blank></A><A href="http://www.globrand.com/list/special799_more.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">差异化</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>、区别于对手的道路。同样是</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/7-10.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">体育营销</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>，从某种意义上说，</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/3-162-53.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">雪花啤酒</SPAN></SPAN></A></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>的</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">“</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>非</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><A href="http://www.globrand.com/list/7-7.shtml" target=_blank><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times><SPAN lang=EN-US style="COLOR: #333333">奥运营销</SPAN></SPAN></A><SPAN style="FONT-FAMILY: ">”</SPAN></SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>更直接体现了奥运</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">“</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>重在参与</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: ">”</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>的精神。奥运热日渐升温的今天，众多商家看好奥运商机这块诱人的蛋糕，通往奥运的道路肯定是崎岖而代价巨大的，能够在竞争对手在为奥运赞助打得头破血流的时候独辟蹊径，雪花的这一手可谓漂亮之极，最终用较小的代价突破对手围堵的防线，脱颖而出。能够在同行业中率先走出营销模式探索的新步伐，本身就是很值得尊敬的</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%"><O:P></O:P></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0"><SPAN style="FONT-SIZE: 10pt"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>说一千，道一万，营销模式，只有创新才有新希望。记得一位智人曾经说过“变总是好的，变则通，通则久”。一个产品运作成功，一定有方法；一个产品的推广失败，也一定有原因。希望最后总结时，不是光强调后者。在眼球经济风行的今天，没有什么可以一直吸引人们关注的目光，只有不断创新才能打下一片属于自己的天空，只有不断创新才能成为行业的领导者，只有不断创新才是企业发展壮大的不二法门。可以说强化</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ??; mso-hansi-font-family: ??">创新意识应该是市场营销人员永远不懈的追求</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: " Roman?? New ?Times mso-hansi-font-family: Roman?; Times>。迷信既定的营销模式是包治百病的灵丹妙药，这样的人不是懒惰的就是愚蠢的。所以我们要大声地喊出我们的口号：不在创新中发展，就在墨守中死亡。</SPAN></SPAN></P>
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