| 杜邦莱卡:化纤产业互动营销的经典案例 |
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| 引用本文： | 马磊.杜邦莱卡:化纤产业互动营销的经典案例[J].石油化工技术经济,2005,21(5):23-26. |
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| 作者姓名： | 马磊 |
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| 作者单位： | 上海龙头（集团）股份有限公司,200030 |
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| 摘 要： | 系统地剖析了杜邦莱卡纤维独特的互动营销模式，阐述了导入消费品营销手法、与下游企业建立互动联盟从而推动化纤产品市场营销运作的新思路，激励本土化纤食业创新理念、争取主动。
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| 关 键 词： | 莱卡 化纤产业 互动营销 案例 营销模式 化纤产品 莱卡纤维 杜邦 产业 市场营销 |
| 收稿时间： | 2005-06-15 |
| 修稿时间： | 2005-06-15 |
Dupont Lycra: Typical Case on Mutual-Effort Marketing of Chemical Fiber |
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| Ma Lei.Dupont Lycra: Typical Case on Mutual-Effort Marketing of Chemical Fiber[J].Techno-Economics in Petrochemicals,2005,21(5):23-26. |
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| Authors: | Ma Lei |
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| Institution: | Shanghai Dragon Corporation ,200030 |
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| Abstract: | This paper analyzed the unique mutual - effort marketing mode for Dupont Lycra systematically. It expatiated the new thought of introducing consumable marketing method, establishing mutual - effort alliance with down-stream enterprises so as to promote the marketing of chemical fiber products, which is aiming to inspire the innovate idea of local chemical fiber enterprises to strive for active status. |
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| Keywords: | Lycra chemical fiber industry mutual-effort marketing case |
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