论文部分内容阅读
BOM公司(化名)是全球500强之一的欧洲公司。它分别在1986年和1990年收购了美国两家具有50年历史的著名连锁特殊经营食品品牌。其1990年代进入中国市场时,便决心将其麾下的两个品牌建成中国家喻户晓的名牌食品。于是,它在中国先后建立了两家合资企业,并收购了一家生产基地。在最初的几年间曾经是一度流行于中上层白领之间的高尚休闲食品。然而,在其进入中国市场已8年、投资了近2亿元人民币之后,竟然决定从此撤出中国市场,关闭合资公司,并卖掉其生产基地。
BOM Corporation (a pseudonym) is one of the world’s top 500 European companies. In 1986 and 1990 respectively, it acquired two famous chain special food brands with a history of 50 years in the United States. When he entered the Chinese market in the 1990’s, he decided to build the two brands under his command into the famous brand foods in China. As a result, it established two joint ventures in China and acquired a production base. In the first few years, it was once a popular casual food among the white-collar middle-upper class. However, after it had entered the Chinese market for eight years and invested nearly 200 million yuan, it was decided to withdraw from the Chinese market, close the joint venture company, and sell its production base.