The3p Theory Model Application Case Studies In AB Beer Arketing

At present, the enterprise in the annual marketing strategy planning formulated, are aproblem: lack of guidance marketing theory, marketing strategy planning direction fuzzy. Atthis time, marketing management model to meet potential emerge in endlessly, the use ofuniversality and the good and bad are intermingled, but multiple form makes the enterpriseburden heavier, more confused. Therefore, the marketing analysis and summary to theclassical model, and concludes that the sunny model, and at the same time to the ABcorporation enterprise use those successful marketing of the model case study and empiricalanalysis theory, combined with the use of the model of sunny and key points of this dimensionof errors and shows how to use those more particular model enterprise to give guidanceadvice.This paper USES theoretical research and the way of the combination of the empiricalstudy, in the choice of methods to scientific and practical, the normative research andempirical research are unified principle, adhere to the qualitative analysis and quantitativeanalysis, the integrated use of marketing management of field investigation and researchmethod of research, to the current AB corporation’s case analysis and research, for enterprisegenerally use sanli model to provide guidance and reference.This paper will each classic marketing model detailed introduction and the use of, forexample. We found that the model of the cross in common, is also all successful enterprisebenefit from indispensable three aspects: product, the brand and marketing. Enterprise need to"product force","brand","sales force" as the basic starting point, making enterprise strategy.AB beer marketing case, the product experience by force is the concept of origin andhighly several differentia strategy implementation and the game of competitive brand; Brandexperience is have the aid of the resources of the media headquarters the air, on the ground bymeans of dissemination realize comprehensive brand shaping; Sales force experience thebenefits of the system and target management system, including target, business model,execution and salary system and so on.AB beer marketing case, the product of the insufficiency of the force and theimprovement Suggestions of the concept of origin is double-edged sword role, so need togradually local products force, realize the transformation of localization; The lack of brandand improvement Suggestions from the air of the media makes force to strengthen borrowsthe way through the ground and intensity, realize the transformation of brand localization; Thelack of sales force and improvement Suggestions to management is based on the target, the execution sure business model, executive in place, and the compensation for assessment guide,realize effective team management.