摘要
2009年2月,鼠、兔两首在佳士得拍卖会上拍出约合2亿元人民币,从商业角度看来,其成功的背后包含了一笔浓厚的市场营销色彩。从营销角度来解读问题,兽首拍卖无论是在销售诉求点上,还是在目标市场、定价策略、渠道策略和广告策略上,其营销策略的制定与实施值得借鉴。
In February 2009, the sculptures of a rat head and a rabbit head at Christie＇s had auctioned off for about 200 million yuan. In a view of commercial point, behind its success, it includes a carefully plan on marketing. From view of the marketing point to interpret the problem, in the auction, whatever the demands of point of sale, or the target market, price trategy, channel strategy and advertise strategy, the formulation and implementation of the marketing strategy both are accurate.
出处
《经济与管理》
2009年第7期79-81,共3页
Economy and Management
关键词
兽首
营销
诉求点
目标市场
策略
the beast head
marketing
aspirations point
target market
strategy
