营销高手栽跟头，农夫山泉“三错”The marketing master fell into trouble; Nongfu Spring made "Three Mistakes" скачать в хорошем качестве

营销高手栽跟头，农夫山泉“三错”The marketing master fell into trouble; Nongfu Spring made "Three Mistakes"

在国内营销界 In the domestic marketing industry 农夫山泉是一个神一般的存在 Nongfu Spring is a godlike existence 也靠着他的善于营销 Due to its strength in marketing 以及创始人钟睒睒 and the founder Zhong Shanshan 曾经的媒体人身份 who is a former media practitioner 以及对营销的深刻理解 and has a deep understanding of marketing 农夫山泉铸就了他首富的位置 Nongfu Spring made him become the richest man 最近一向擅长营销炒作的农夫山泉 Recently, Nongfu Spring, which has always been good at marketing hype 却陷入了营销的灾难性事件当中 got caught up in the catastrophic event of marketing 最近农夫山泉推出了一款拂晓白桃味 Recently, Nongfu Spring launched a “white peach at dawn” flavour 苏打气泡水 the sparkling water 来一段看来 In Lai Yi Duan’s view 农夫山泉在这个问题上 Nongfu Spring on this issue 犯了三个错误 made three mistakes 第一个错误 The first mistake 就是他在产品上公开暗示拂晓白桃 is that it publicly hinted on the product that white peach at dawn 产自福岛 was from Fukushima 暗示他的原料来自于日本 implying that its raw materials came from Japan 如果承认是产自福岛 If it admits the product was produced in Fukushima 可能产品带有核辐射的嫌疑 the product may be suspected of nuclear radiation 如果你否认的话 but if it denies 那么就有营销欺诈 then it will be suspected of marketing fraud 第二个错误 The second mistake 是在事件发生之后 is after the incident 农夫山泉表示自己没有错 Nongfu Spring indicated that it was not wrong 在舆论场上更是雪上加霜 which made it even worse in the field of public opinion 加重了消费者的愤怒的情绪 and aggravated the anger of consumers 其实第三个错误才是最要命 Actually, the third mistake is the worst 拂晓白桃味的气泡水 The concept of white peach-flavored sparkling water 其实已经偏离了农夫山泉 actually has deviated from Nongfu Spring’s 做大自然的搬运工的 “a porter of nature” concept 产品的核心理念 which is the core philosophy of the product 所以这种产品呢 So what about this product? 也让人对于农夫山泉 It also made people’s attitude towards Nongfu Spring 究竟给大家提供的 on what kind of brand concept 是什么样的品牌理念 it is providing for everyone 产生了深深的质疑 become suspicious 产品线的过分的扩张 Excessive expansion of the product line 甚至有可能引发公众 may even trigger the public’s doubts 对于农夫山泉是否 on whether Nongfu Spring 还是大自然搬运工 is still nature’s porter 这样一个品牌主张的怀疑的话 If people suspect such a brand proposition 那么这种危机就会更加严重了 then this kind of crisis will become more serious