营销创新是白酒企业发展的关键

Marketing Innovation:Keys to the Development of Liquor Enterprises

江苏洋河集团采用“大市场”理念为主,“板块市场”理论和“两个延伸”策略为辅,从区域整体、市场整体出发,采用大市场的一整套办法,重点是开发产品、网络建设和营销方式,提高市场营销人员素质和高效过硬的后勤服务;实现产品的市场覆盖率和占有率相统一;实现稳定市场、板块市场,城市向终端延伸,农村向乡镇延伸;强化营销工作过程的控制,销售工作“质”和“量”的突破,促进企业的整体发展。(孙悟)

Yanghe Group mainly relied on“whole market”theory and par tl y adhered by“regional markets”theory and“extension both sides”strategy.The Group based on the whole region and the whole market to develop liquor products ,establish marketing network,reform marketing modes,improve marketing personn el's quality,and provide efficient enterprise service.As a result,market pe rcentage of coverage and market share ratios of the products were consolidated. The whole market and regional markets were in comparatively stable state.Produc ts sale extended from cities to towns to villages.The effective management of marketing process and breaks of“quality”and“quantity”in marketing also advan ced full-scale development of the enterprise.(Tran.by YUE Yang)