摘要
提出了品牌调研的扣子理论,通过“雀巢”和“帮宝适”的调研成功证实了品牌调研的重要性。指出国内品牌缺乏市场调研,同时例举了“新可口可乐”和“铱星”两个品牌调研的失败案例。
The paper have put forward the button theory by the brand research and proved the importance that the brand surveys and studies through ＂Nescafe＂ and ＂Bangbaoshi＂, meanwhile, the paper has pointed out that the domestic brand lacks the market research. Exemplify the failure case that two brands of ＂New coca-cola＂ and ＂Iridium star＂ survey and study.
出处
《日用化学品科学》
CAS
2006年第6期36-39,共4页
Detergent & Cosmetics
关键词
品牌
调研
市场
brand
research
market
