A保健酒：用实效营销阔斧，突破市场僵局
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: 9.9pt; LINE-HEIGHT: 150%; TEXT-ALIGN: center; mso-layout-grid-align: none" align=center><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体">A</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体">保健酒：用实效营销阔斧，突破市场僵局<SPAN lang=EN-US><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: 9.9pt; LINE-HEIGHT: 150%; TEXT-ALIGN: center; mso-layout-grid-align: none" align=center><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体"><SPAN style="mso-spacerun: yes"> </SPAN></SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">-----A</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">保健酒华东市场营销策略简析<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: 148.4pt; LINE-HEIGHT: 150%; mso-char-indent-count: 12.32; mso-layout-grid-align: none"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">作者：徐汉强<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: 147.85pt; LINE-HEIGHT: 150%; mso-char-indent-count: 12.32; mso-layout-grid-align: none"><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体"><o:p> </o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; LINE-HEIGHT: 150%; mso-layout-grid-align: none"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体">【刨根究底：<SPAN lang=EN-US>A</SPAN>保健酒市场现状诊断】<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0; mso-layout-grid-align: none"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">作为养生保健产品的<SPAN lang=EN-US>A</SPAN>品牌是中高端白酒养生酒，自<SPAN lang=EN-US>1999</SPAN>年年投入市场以来，华东市场共有七个网点开始市场运作，历时<SPAN lang=EN-US>7</SPAN>年奋战，已处于区域强势领导品牌地位，但<SPAN lang=EN-US>2006</SPAN>年初，随着市场竞争格局的变化，<SPAN lang=EN-US>A</SPAN>保健酒的区域领导地位被取代，并且众多市场问题也涌现而出。为了改变<SPAN lang=EN-US>A</SPAN>保健酒的市场困局，笔者带着诸多实际问题与某公司营销管理层一同走访了华东市场。当我们对<SPAN lang=EN-US>A</SPAN>品牌进行市场调查研究时发现，挡在面前威胁着品牌市场地位的问题整合在一起，如下：<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: 18pt; LINE-HEIGHT: 150%; mso-char-indent-count: 1.5; mso-layout-grid-align: none"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">⒈竞品采取跟随策略，低价冲击领导地位；<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: 18pt; LINE-HEIGHT: 150%; mso-char-indent-count: 1.5; mso-layout-grid-align: none"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">⒉产品管理缺失，新老产品更替不衔接<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: 18pt; LINE-HEIGHT: 150%; mso-char-indent-count: 1.5; mso-layout-grid-align: none"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">⒊终端竞争激烈，网点在不断流失等<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; LINE-HEIGHT: 150%; mso-layout-grid-align: none"><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体"><o:p> </o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; LINE-HEIGHT: 150%; mso-layout-grid-align: none"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">【用</SPAN><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体">实效营销阔斧：夺回市场领导地位】<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; LINE-HEIGHT: 150%; mso-layout-grid-align: none"><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体"><o:p> </o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: 5.9pt; LINE-HEIGHT: 150%; mso-char-indent-count: .49; mso-layout-grid-align: none"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">⒈规划合理的产品线组合，全面阻击竞品跟进</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体"><o:p></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: 18pt; LINE-HEIGHT: 150%; mso-char-indent-count: 1.5; mso-layout-grid-align: none"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">根据新的市场竞争局势，实施双复合品牌策略，重新规划<SPAN lang=EN-US>A</SPAN>保健酒产品线：<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 57.75pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: -42pt; LINE-HEIGHT: 150%; mso-char-indent-count: -3.5; mso-para-margin-left: 1.5gd; mso-layout-grid-align: none"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">梯队一：定位原产品为中档产品，目的为保持现有市场的份额；开发一款全新的高端产品为形象产品，重新打造全新形象；<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: 18pt; LINE-HEIGHT: 150%; mso-char-indent-count: 1.5; mso-layout-grid-align: none"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">梯队二：开发一款低价位产品为阻击性产品，与众多跟随者进行价格战，抢占市场占有率。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: 6pt; LINE-HEIGHT: 150%; mso-char-indent-count: .5; mso-layout-grid-align: none"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">⒉迅速出击，强化市场<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 15.75pt; LAYOUT-GRID-MODE: char; LINE-HEIGHT: 150%; mso-para-margin-left: 1.5gd; mso-layout-grid-align: none"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">强化营销管理体系，培育训练有素、强执行力的营销团队，并迅速完善巩固各级销售网络。五月初，某公司营销总监带头直奔重点市场，与区域经销商共同研究市场运作方案。并在华东老市场区域范围内发起“<SPAN lang=EN-US>A</SPAN>保健酒经销商战略联盟”的强势活动，给加盟的经销商以实惠、让利，驱使其迅速加入投入战斗中去，为市场增添活力，尽快拉动市场，给旧有市场输氧，让新开市场一启动就步入良性发展的轨迹。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: 6pt; LINE-HEIGHT: 150%; mso-char-indent-count: .5; mso-layout-grid-align: none"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">⒊以点带面，注重效益：垄断销售终端<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 15.75pt; LAYOUT-GRID-MODE: char; LINE-HEIGHT: 150%; mso-para-margin-left: 1.5gd; mso-layout-grid-align: none"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">本着短期利益和长期发展相结合的运作原则，<SPAN lang=EN-US>5—7</SPAN>月的工作重点应以抢占市场覆盖率、速建有效终端网点和及时处理市场的遗留问题为主。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: 5.9pt; LINE-HEIGHT: 150%; mso-char-indent-count: .49; mso-layout-grid-align: none"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">⒋选择有效媒体，并站在消费者的立场上与其进行有效沟通<SPAN lang=EN-US><SPAN style="mso-spacerun: yes"> </SPAN><o:p></o:p></SPAN></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 13.95pt; LAYOUT-GRID-MODE: char; LINE-HEIGHT: 150%; mso-para-margin-left: 1.33gd; mso-layout-grid-align: none"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">①确定主攻市场，迅速与该地区的各级媒体合作，掀起“免费饮用<SPAN lang=EN-US>A</SPAN>保健酒酒，切身体验谈感受”等大型推广活动。使<SPAN lang=EN-US>A</SPAN>保健酒与消费者面对面的直接沟通，让消费者直接体验“不一样的享受”，重新塑造强势的<SPAN lang=EN-US>A</SPAN>保健酒品牌形象力。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 13.95pt; LAYOUT-GRID-MODE: char; LINE-HEIGHT: 150%; mso-para-margin-left: 1.33gd; mso-layout-grid-align: none"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">②迅速参与当地政府的公益活动，凭借公益活动的力量，提升产品的品牌形象和企业的气质形象，为重新树立良好的品牌形象力奠定基础。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: 24.5pt; LINE-HEIGHT: 150%; mso-layout-grid-align: none"><SPAN lang=EN-US style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体"><o:p> </o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LAYOUT-GRID-MODE: char; TEXT-INDENT: 24.5pt; LINE-HEIGHT: 150%; mso-layout-grid-align: none"><SPAN style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">因本方案尚未实施完毕，不便透露品牌名称和实质性策略思路，本文仅供指正探讨！<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%"><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: Verdana"><o:p> </o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%"><SPAN style="FONT-SIZE: 12pt; COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">徐汉强：上海博思特营销咨询机构高级营销咨询顾问；<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%"><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">----</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">实战派营销策划人，中国优秀策划人；<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
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<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%"><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">----</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: black; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体">拥有<SPAN lang=EN-US>10</SPAN>多年营销实战经验，深入快速消费品、家具、家电、服装等多领域作战，历任：大区经理、销售经理、市场部部长、市场总监等职务；<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
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