Analysis of Famous Chinese Enterprise Marketing Cases

Author: Guo Zhaocheng
Publisher:
Publish Date: 2002-04-01
Features: Standing in the context of the 21st century, facing the new economy, globalization, and the WTO, we witness the surging and complex waves of market competition. Chinese enterprises, what should you do? Many enterprises have already fallen into adversity and found it difficult to extricate themselves. When we look back at the of these enterprises, we discover that misunderstandings and mistakes in marketing and management are almost the common root cause of their downfall. This book mainly includes the following parts: General Principles of Marketing, Marketing Environment Scan, Consumer Buying Behavior Analysis, Marketing Strategy, Target Market Strategy, Product Strategy, Pricing Strategy, Channel Strategy, and Promotion Strategy. At the beginning of each chapter, a brief introduction to the main knowledge points of the chapter is provided. Then, 3 famous brand enterprises are selected for analysis. For the sake of illustrating the issues, the cases in each chapter are not strictly consistent. They include IT enterprises, automobile and home appliance enterprises; daily chemical and pharmaceutical enterprises; food and commercial enterprises; and film and clothing enterprises.