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align="justify">　　大陸改革開放40年的經濟社會發展，帶動了民眾消費力的大幅提升。網際網路的快速發展更為消費市場注入強大活力。林天良對記者表示，上述旺旺集團業績同比成長7.1%，其中除了新品的貢獻外，數字化行銷策略功不可沒。旺旺今年將在實現收益穩定增長的基礎上，持續開展“差異化產品＋多元化行銷”策略，開發新產品，發展新興管道，開拓空白市場，透過新穎、精準品牌行銷，結合線上下，增進品牌與消費者之間的互動與接觸。</p> <p align="justify">　　據介紹，為全面啟動多元化行銷策略，旺旺集團去年底在大陸15個省區市設立了50家線下直營主題門店“旺仔俱樂部”，今年還將以大數據庫為依據，將主題門店增至150家。記者在王府井百貨的“旺仔俱樂部”看到，這裡除了各類食品，還有面膜、玩偶等周邊產品，其中不乏超大號馬克杯、牛奶罐斜挎包等“網紅”單品，成為線上銷售的實體延伸。年關將近，紅火歡樂的氣氛佈置吸引了許多消費者進店選購。</p> <p align="justify">　　旺旺集團品牌發展部經理陳妙盈介紹，近年來旺旺持續創新，開發新品，多元行銷，2017年推出的“旺仔特濃牛奶”和2018年推出的“凍癡”，單品銷售額都在一年之內突破億元。與大陸知名服飾、化粧品品牌合作推出的“跨界”產品，也在網路銷售平臺上創下銷售佳績。</p> <p align="justify">　　“只有夕陽企業，沒有夕陽產業。”林天良指出，旺旺集團作為傳統食品企業，注重食品安全的同時，不斷適應大陸消費者需求推陳出新，適應網路時代，採取多元化行銷方式，才能在龐大的大陸市場穩居行業龍頭地位。“大陸市場很大，即使在傳統行業，也還有廣闊的空間可拓展，我們也要砥礪前進，不斷推出更好更安全的產品。”(完)</p></div> <div class="editor f14">[責任編輯：李航]</div> </div>  <div class="page-number"> <script type="text/javascript"> createPageHTML(1, 0, "t20190117_12132709", "htm"); </script> </div>  </div>   <div class="content-plus"> <div class="wrap"> <h3 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