基于WBL框架下的中国乳品行业品牌竞争力提升策略研究  

On Basis of WBL Framework to Study Strategies of Brand Competition Promoted of China Dairy Industry

作　　者：赵春雷[1] 杨子刚[1] 

机构地区：[1]吉林农业大学经济管理学院,吉林长春130118

出　　处：《中国畜牧杂志》2014年第12期55-59,共5页Chinese Journal of Animal Science

基　　金：教育部人文社会科学研究规划基金项目:基于供应链视角的农产品质量安全可追溯体系建设的研究(12YJA630173)

摘　　要：中国乳品业在三聚氰胺事件后,面临国内外的双重威胁与挑战,乳品业如何重建信任、重塑消费者信心已成为影响行业发展的首要问题。本文在剖析了中国乳品业面临的市场威胁与挑战的基础上,通过大量数据对中国乳品业品牌价值、品牌竞争力进行了剖析,提出品牌建设及品牌组合策略,是未来中国乳品业走出困境的首要选择。After the incident of melamine, diary industry of china are facing the threats and challenges domestically and globally. It＇s becoming the chief problem for the whole industry that were how to regain trust and consumer confidence for dairy industry. This paper was on the basis of analysis on market threats and challenges which are china diary industry facing, through practical data analyzed the brand value of china diary industry and brand competition, and offered several correct brand portfolio strategies about brand-building, it＇s the first choice for china diary industry through troubles in the future.

关 键 词：WBL 乳品业 品牌价值 竞争力 品牌组合策略 

分 类 号：F307.3[经济管理—产业经济] F272