基于蒙牛集团的名牌战略研究  

Brand Strategy Research Based on Mengniu Group

作　　者：苗秀杰[1] 段福运 

机构地区：[1]辽宁师范大学管理学院,辽宁大连116019

出　　处：《科技和产业》2015年第10期71-74,共4页Science Technology and Industry

摘　　要：乳制品行业一直是我国食品工业中发展最快、成长性最好的产业,因其巨大的利润空间吸引着大批国外乳业巨头涌入,使我国的竞争态势愈演愈烈,如何在竞争中取胜成为我国乳品企业的一大难题。蒙牛能够在国内乳制品企业中脱颖而出,短短时间在国内市场赢得较高的知名度和美誉度,这与其名牌战略的实施有着密切的关系。以蒙牛成功的品牌运作为例,阐述其名牌战略实施的过程,从中总结其成功经验,为我国乳业今后的发展提出自己的看法和建议。The dairy industry always develops and grows fastest in the food industry in China,that is because its huge profit space attracts foreign dairy giants enter Chinese market and make the competition intensifying.Mengniu dairy can stand out from the domestic dairy companies and win a high popularity and reputation shortly.It is closely related to the implementation of brand strategy.in this paper,as a successful case of brand operation,the implementation process of its brand strategy,we summarize its successful experience and propose our point of view and suggestion for further development of the dairy industry.

关 键 词：蒙牛集团 乳制品业 名牌战略 

分 类 号：F272[经济管理—企业管理]