论文部分内容阅读
天津市康业冷冻食品股份有限公司的前身是一家水产冷冻厂,1994年企业转产开发冷食食品,主打品牌“雪世界”。在同类产品竞争加剧的市场环境下,1999年底,康业公司的决策者们找到了北京叶茂中营销策划有限公司,决定走品牌之路。冷食食品业已进入战国时代,和路雪、伊利、美登高等一批强势品牌已经树立,瓜分了全国大部分市场,而一些地方性品牌也不甘示弱,各守门前三分地。
Tianjin Kangye Frozen Foods Co., Ltd. was formerly a frozen aquatic product factory. In 1994, the company transformed its production of cold food products to the brand “Snow World.” In the market environment where competition intensified with similar products, at the end of 1999, the decision makers of Kangye Company found Beijing Ye Maozhong Marketing Planning Co., Ltd. and decided to take the brand road. The cold food industry has entered the Warring States Period, and a number of strong brands such as Lu Xue, Yili and Maiden have been established and divided into most of the country’s markets. Some local brands are not to be outdone.