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成为行业领先品牌是否就可以高枕无忧?对于技术含量相对低、进入门槛不高的快销品行业,一旦市场进入高成长期,小企业就会利用成本优势蚕食辛苦培育市场的领先者的份额。以致很多领头羊企业都无法避免这样的经历:开始做市场时,希望自己的产品能在渠道销售顺畅、能进大卖场,但当产品畅销、进了大卖场时,又不得不面临——冲货砸价的混乱局面及卖场各部门的摧残。企业发展到一定阶段,就算是领先者,也会遭遇利润的天花板。
As a leading brand in the industry can sit back and relax? For the relatively low technology, enter the fast-moving goods industry, the threshold is not high, once the market into a high growth period, small businesses will use cost advantages to erode the market leader in hard-labor market share. As a result, many leading companies are unable to avoid such an experience. When they started to do the market, they hoped that their products could be sold well in the channel and could enter the supermarkets. However, when the products sold well into the supermarkets, they had to face the red The price of goods chaos and the chaos of the various departments stores. Business development to a certain stage, even if it is the leader, will also encounter profit ceiling.