浅谈雀巢咖啡的营销之路—经济工作.doc

浅谈雀巢咖啡的营销之路 — 经济工作 摘要：国内大众对雀巢咖啡的认识，也许大都是从它那句家喻户晓的广告语‚味道好极了 !‛开始的。其实，很多业内人士也熟悉它的一个经典掌故，那就是雀巢咖啡在诞生之初，曾因过分强调其工艺上的突破带来的便利性 (速溶 )而一度使销售产生危机。原因在于，许多家庭主妇不愿意接受这种让人觉得自己因为‚偷懒‛而使用的产品。那是 1938 年 4 月 1 日，雀巢公司开发的喷雾干燥咖啡粉末的工艺正式在瑞士投产，世上最早的速溶咖啡诞生了。很快地，雀巢咖啡便在法国、美国、英国及其他国家进行销售。 关键词：雀巢咖啡；营销之路；雀巢公司 Abstract: Perhaps the domestic populace to the Nestle coffee s understanding, mostly are from it widely known advertisement language ‚ the flavor very good!‛ Starts. Actually, many professionals are also familiar with its classical historical records, that is the Nestle coffee at the beginning of the birth, because once overemphasized the convenience which in its craft the breakthrough brings (fast thawing) once to cause the sale to have the crisis. The reason lies, many housewives are not willing to accept this kind to let the human think itself, because ‚ is loaf‛ the product which uses. That was on April 1, 1938, the spray drying coffee powder craft which Nestle Corporation developed goes into production offic