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品牌是一个企业最宝贵的无形资产,它不仅凝聚了企业发展历程中所积累的企业文化和价值观念,更代表了无数消费者的信赖与支持,因此制定正确的品牌战略对企业的生存及未来发展就显得尤为重要。基于蒙牛集团发展历程中2个大的品牌战略决策节点来探讨其成功的原因,并借此为企业发展制定品牌战略提出建议。蒙牛乳业有限公司成立于1999年,其主营产品是乳制品和冰淇淋,而乳制
Brand is an enterprise’s most valuable intangible assets, which not only condenses the corporate culture and values accumulated in the course of business development, but also represents the trust and support of countless consumers, therefore formulating the correct brand strategy for the survival of the enterprise and the future Development is particularly important. Based on the two big brand strategy decision nodes in the course of development of Mengniu Group, this paper explores the reasons for its success and gives advice on developing brand strategy for the development of the enterprise. Mengniu Dairy Co., Ltd. was established in 1999, its main products are dairy products and ice cream, and dairy