| “兽首”拍卖的营销启示 |
| |
| 引用本文： | 孟华兴,李亮.“兽首”拍卖的营销启示[J].经济与管理,2009,23(7):79-81. |
| |
| 作者姓名： | 孟华兴 李亮 |
| |
| 作者单位： | 河北经贸大学,工商管理学院,河北,石家庄,050061 |
| |
| 摘 要： | 2009年2月,鼠、兔两首在佳士得拍卖会上拍出约合2亿元人民币,从商业角度看来,其成功的背后包含了一笔浓厚的市场营销色彩.从营销角度来解读问题,兽首拍卖无论是在销售诉求点上,还是在日标市场、定价策略、渠道策略和广告策略上,其营销策略的制定与实施值得借鉴.
|
| 关 键 词： | 兽首 营销 诉求点 目标市场 策略 |
The Marketing Inspiration of "the Sculptures of Beast Head" Auction |
| |
| Meng Huaxing,Li Liang.The Marketing Inspiration of "the Sculptures of Beast Head" Auction[J].Economy and Management,2009,23(7):79-81. |
| |
| Authors: | Meng Huaxing Li Liang |
| |
| Institution: | School of Business and Management;Hebei university of Economics and Business;Shijiazhuang 050061;China |
| |
| Abstract: | In February 2009,the sculptures of a rat head and a rabbit head at Christie's had auctioned off for about 200 million yuan.In a view of commercial point,behind its success,it includes a carefully plan on marketing.From view of the marketing point to interpret the problem,in the auction,whatever the demands of point of sale,or the target market,price trategy,channel strategy and advertise strategy,the formulation and implementation of the marketing strategy both are accurate. |
| |
| Keywords: | the beast head marketing aspirations point target market strategy |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
|
