Abstract

Keyword

Business ;  China ;  China Business Survey ;  中国 ;  中国商业报告

Abstract

Keyword

Business ;  China ;  China Business Survey ;  中国 ;  中国商业报告

Abstract

The outbreak of SARS in 2003 panicked many Chinese people. As an unexpected result, health supplement products suddenly received much more interest than before. Among a variety of health supplements, multi-vitamins became especially popular, as they were said to be critical in enhancing people’s immunity, effectively preventing one from catching SARS. Goldpartner, a late comer to the multi-vitamin market, became the market’s sales leader after two years’ effort. Goldpartner had achieved great success since entering the market but also faced a number of problems and challenges. Case A of this case series aims to discuss the positioning problems facing Goldpartner when it first entered the market at the end of 2001. Case B explores how, after its second round of market testing, Goldpartner targeted three market segments and invested a lot into advertising — yet sales dropped sharply after peaking during Chinese New Year in 2003. Case C discusses Goldpartner’s strategy to create a point of differentiation that riled up its competitors, and the hard decision of how to balance the three segments. Case D describes how Goldpartner was aware of some insufficiencies in the marketing, and aims to figure out how Goldpartner should adjust its marketing strategy to fit in the new environment and maintain its market position.

Keyword

Market Competition ;  Market Positioning ;  Market segment ;  Branding Tactics ;  Advertisement ;  Health Supplement

Abstract

2003年非典的爆发使中国人陷入恐慌。这一事件过后，保健品受到了前所未有的关注。在中国，保健品中的复合维生素因被认为可以增强免疫力、有效预防非典而备受欢迎。在非典之际，作为复合维生素市场的新进入者，黄金搭档经过两年的努力成为销售冠军。然而，自黄金搭档进入市场以来，其成功的背后也充满了各种问题和挑战。本系列案例中，案例A旨在分析黄金搭档在2001年末首次推向市场时所面临的定位问题。案例B描述黄金搭档在第二次市场测试之后细分出三个市场并进行了大量的广告投入，然而，其销售业绩在2003年春节达到顶点之后开始大幅下滑。案例C讨论了黄金搭档备受竞争者争议的差异化战略，以及它为权衡三个细分市场的销售所面临的艰难决策。案例D描述了黄金搭档在市场销售方面存在的不足，并旨在分析黄金搭档应当如何调整其市场战略以适应新的环境并保持其市场地位。

Keyword

市场竞争 ;  市场定位 ;  细分市场 ;  品牌策略 ;  广告 ;  保健品

Abstract

Keyword

Business ;  China ;  China Business Survey ;  中国 ;  中国商业报告

Abstract

Keyword

Business ;  China ;  China Business Survey ;  中国 ;  中国商业报告

Abstract

Keyword

Business ;  China ;  China Business Survey ;  中国 ;  中国商业报告

Abstract

Keyword

Business ;  China ;  China Business Survey ;  中国 ;  中国商业报告

Abstract

Keyword

Business ;  China ;  China Business Survey ;  Foreign Companies in China ;  中国 ;  中国商业报告 ;  中国企业调查

Abstract

Keyword

Business ;  China ;  China Business Survey ;  Foreign Companies in China ;  中国 ;  中国企业调查 ;  中国商业报告