论文部分内容阅读
春风制奶有限公司是一家中型奶制品企业。2002年初,公司决定把鲜奶市场触角伸向省城——石家庄。通过市场调查,发现市区内市场上已充斥伊利等国内几大品牌的产品,如直接进入市场与之竞争,恐怕不会有什么好结果。于是,决定采取农村包围城市的做法,即:先在品牌竞争不激烈的石家庄周边农村地区打出知名度,然后再慢慢进入市区。2002年2月份,春山鲜奶同时进入这些周边市场,铺货直接进入乡镇,甚至
Chunfeng Milk Co., Ltd. is a medium-sized dairy products business. In early 2002, the company decided to stretch the milk market tentacles to the provincial capital - Shijiazhuang. Through market research, I found that the market in the urban area has been flooded with several major brands such as Ely in the country, such as directly entering the market to compete with it, I am afraid there will be no good results. So, decided to take the rural encircling the city approach, namely: first in the brand competition is not intense in rural areas around Shijiazhuang flare, and then slowly into the city. February 2002, spring milk at the same time into these peripheral markets, distribution directly into the township, or even