出版社:《电子商务行业英语》编写组 高等教育出版社 (2012-08出版)
版权页： 插图： Wong Lo Kat Herbal Tea is a famous Chinese herbal drink.Before2002,the manufacturer maintained its annual sales around RMB100million for several years. However,the manufacturer still felt it was faced with a dilemma,which was how to position and market its product;an "herbalmedicine drink" or a "common soft drink"? In 2002 the manufacturer carried out a consumer survey.According to the survey,both the consumers in Guangdong Provinceand Zhejiang Province purchased the products when they hadbarbecues,climbing exercise activities,picnics,parties and familyreunions as "it will prevent inflammation for all ages." As the general consumers' real motive of buying the product wasdefined,the repositioning plan came into being. 1) The product should be defined as soft drink not herbalmedicine. 2) The product's special function that it can help consumers enjoybarbecue,spicy and deep-fried food and watch TV overnight withoutbeing bothered by carbuncles and inflammation should be greatlyhighlighted. The manufacturer also decided that it would spend great effortsin pushing the sales in chain restaurants,especially Hunan,Sichuanand hot pot and barbecue restaurants where mainly spicy and deepfried food and meals were served while maintaining the original saleschannel. Advertising media in China has a strong influence on consumers'purchasing choices.As for the product's market orientation,theTV commercials highlight the slogan;"To avoid carbuncles andinflammation,Wong Lo Kat is your best choice",promoting theproduct as a special functional drink. The TV commercials were shown on CCTV,and in the localmedia in the successful markets of the product -- Guangdong andZhejiang provinces.The manufacturer spent RMB~40 million in a fewmonths for these TV commercials in 2003,and the sales soared greatlyin China's market.With repeated rolling of these TV commercials byCCTV,most people in cities and towns were deeply impressed by theproduct and it soon became popular in the market.
Unit 1 What a Smavt Shopper! Unit Preview Workplace Listening and Speaking Dialogue 1 Fir9t Meeting at a Workplace Dialogue 2 Talking About Online 5hopping Practical Reading Passage 1 Alibaba:Open Seaame Passage 2 Tips for Savincg Money on Amazon Simulated Writing Email Workplace Project shopping Online Career Salon Unit 2 Get You on Youy Way! Unit Preview Workplace Listening and Speaking Dialogue 1 Purchasing a Computer Dialogue 2 How to Get coomeone to Say Yes Practical Reading Passage 1 No Jobs? You Make Your Own Passage 2 How to Start an Online Store Simulated Writing Product Description Workplace Project Starting an Online Store Career Salon Unit 3 Let's Negotiate! Unit Preview Workplace Listening and Speaking DiaIocgue 1 Making an Air Ticket Reroervation Dialogue 2 At a Trade Fair Practical Reading Passage 1 Your Niche Leads to Succegs Passage 2 Negotiation in International Business Simulated Writing Offer and Counter-offer Workplace Project Business Negotiation Career Salon Unit 4 Call It a Deal! Unit Preview Workplace Listening and Speaking Dialogue 1 About Packaging Dialogue 2 Can You Advance Shipment? Practical Reading …… Unit 5 Customers Are Always Right! Unit 6 Ready to Be the Power Seller？Go! Unit 7 Culture Matters! Unit 8 Time Is Money!
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