A Mar keting Str ategy for the Development of Want W ant Rice Cr acker s in China Biscuits Mar ket  

作　　者：杜卉[1] 

机构地区：[1]广西科技大学鹿山学院,广西柳州545000

出　　处：《科技视界》2015年第11期127-128,256,共3页Science & Technology Vision

摘　　要：The Want Want Group,as the biggest rice crackers manufacturer in the world,entered the China's Mainland’s biscuit market and established its first factory in Hunan 1994.Rice Crackers are widely welcomed by Chinese consumers;however,in this decade it remained a stable company share with a very little decline in China’s biscuit market.In order to maintain sustainable development,it is worthy to consider the competitive environment and distinguish the opportunities and challenges,analysis strengths and weaknesses.The Want Want Group, as the biggest rice crackers manufacturer in the world, entered the China's Mainland＇s biscuit market and established its first factory in Hunan 1994. Rice Crackers are widely welcomed by Chinese consumers; however, in this decade it remained a stable company share with a very little decline in China＇s biscuit market. In order to maintain sustainable development, it is worthy to consider the competitive environment and distinguish the opportunities and challenges, analysis strengths and weaknesses.

关 键 词：食品工业 饼干 发展现状 经营策略 

分 类 号：F426.82[经济管理—产业经济] TS213.22[轻工技术与工程—粮食、油脂及植物蛋白工程]