猪肉工贸企业在北京市场实施生鲜猪肉品牌战略的思考  

On Brand Strategy of Pork Processing and Trade Enterprises of Beijing Market

作　　者：叶剑[1] 卢凤君[1] 孙世民[2] 

机构地区：[1]中国农业大学经济管理学院,北京100083 [2]山东农业大学经济管理学院,山东泰安271018

出　　处：《中国农业大学学报（社会科学版）》2004年第2期63-67,共5页Journal of China Agricultural University;Social Sciences

基　　金：国家自然科学基金资助项目(项目批准号:70271057);国家自然科学基金资助项目(项目批准号:70133001)

摘　　要：　品牌战略已经成为新世纪中国企业竞争的战略和手段之一。文章在市场调查的基础上,从北京市场上实施生鲜猪肉品牌战略的意义和有利因素入手,分析了北京市场上猪肉品牌的现状和猪肉工贸企业品牌战略实施中存在的问题,提出了猪肉工贸企业在北京市场实施生鲜猪肉品牌战略的重点策略。Brand strategy has become one of the competitive strategies and methods for china enterprises in the new century. Based on the market investigation, from the significance and positive factors of implementing the raw pork brand strategy on Beijing market, this paper analysed the present situation of Beijing market and the current problem in the course of brand strategy implement of the pork process and trade enterprises, and the major strategies were put forward for the pork process and trade enterprises to implement brand strategy on Beijing market.

关 键 词：生鲜猪肉 猪肉品牌 品牌战略 

分 类 号：F426.8[经济管理—产业经济]