Solving marketing is solving competition

Author: Lu Changquan
Publisher:
Publish Date: 2003-08-01
Features: For Chinese enterprises, the most important competitive tool is marketing. This book is based on cases such as Yili, Grand, and Coca-Cola, explaining the author's theories of "Marketing Pivot," "Marketing Base Point," and "Marketing Momentum Theory." Through a panoramic description of a series of marketing cases personally handled by the author, it introduces the lesser-known solutions and ways of thinking behind these cases: Yili, Jumei, Grand, Hongxing, Hongda, Coca-Cola, China Mobile. Thus, it proposes that Chinese enterprises should focus on three key tasks when operating in the market: determining the "Marketing Base Point" of the product, finding the "Marketing Pivot" to leverage the market, and establishing the "Marketing Momentum" to operate the market. On this basis, the book uses the integration case of China's largest silicone rubber group to illustrate how to carry out integration rooted in the soil of enterprises for private enterprises.