蒙牛企業(yè)營銷策略分析-展示頁
2025-07-01 15:01本頁面
【正文】 part Mengniu panies for countermeasures to be taken。 second part of the pany and its petitors Mengniu analysis。s dairy industry, Mengniu Group is the most dazzling star, his growth has been a miracle, Mengniu has also entered the ice cream market, and ice cream is Mengniu39。關(guān)鍵詞：蒙牛企業(yè)；營銷策略；問題與對策ABSTRACTWith China39。2010年7月我有幸作為蒙牛乳業(yè)（沈陽）有限責(zé)任公司冰淇淋事業(yè)部的實(shí)習(xí)業(yè)務(wù)員，在7月3號—18號這在半個月的營銷終端業(yè)務(wù)實(shí)習(xí)中，有辛苦也有開心，我學(xué)到了很多，并不完全是與自己有關(guān)的專業(yè)知識，更多的是一種精神——蒙牛精神，一種打工經(jīng)歷，一種應(yīng)對不同問題的經(jīng)驗(yàn)，一種面臨難題的考驗(yàn)，自己發(fā)現(xiàn)到自己從未了解到的能力，絕對是一次難忘的歷程。因此，乳業(yè)品牌企業(yè)也都將目光迅速投向了增速快、利潤高、市場潛力大的冰淇淋產(chǎn)品，冰淇淋市場也已成為眾多中外乳品企業(yè)激烈角逐的賽場。摘 要隨著中國乳業(yè)競爭加劇，產(chǎn)業(yè)升級趨勢加速，各大乳業(yè)品牌加快了爭奪中高端市場的競爭。此外，受市場原材料價(jià)格的普漲，國內(nèi)乳品企業(yè)普遍承受著很大的壓力，常規(guī)液態(tài)奶毛利率急劇下滑已經(jīng)成為不爭事實(shí)。蒙牛集團(tuán)是我國乳制品產(chǎn)業(yè)最耀眼的一顆新星，他的成長速度堪稱奇跡，蒙牛也進(jìn)軍冰淇淋市場，并且冰淇淋也是蒙牛的利潤增長點(diǎn)。本文分為五大部分，第一部分對蒙牛企業(yè)及其冰激凌產(chǎn)品做簡單介紹；第二部分對蒙牛企業(yè)及其競爭對手進(jìn)行分析；第三部分提出蒙牛冰淇淋市場存在的問題；第四部分提出蒙牛企業(yè)針對問題應(yīng)采取的解決對策；第五部分是結(jié)論部分。s dairy industry petition, the trend to accelerate industrial upgrading, the major dairy brands in the highend to speed up the fight for petition in the market. In addition, the EADS were mixed by the market price of raw materials, domestic dairy enterprises generally under a lot of pressure, a sharp decline in gross margins of conventional liquid milk has bee an indisputable fact. Therefore, dairy brands also will be looking toward a rapid growth of fast, high profits, the market potential of ice cream products, ice cream markets of many foreign dairy panies have bee fierce petition in the arena. China39。s profit growth. July 2010 I had the honor as Mengniu Dairy (Shenyang) Co., Ltd. ice cream salesman internship Division, in July 3 18 No. This is half a month business internship in the marketing end, there are hard also happy I learned a lot, not all with their own relevant professional knowledge, more of a spirit the spirit of Mengniu, a working experience, a response to the experience of different issues, one problem facing the test of their own found that he had never learned the ability, time is a memorable journey. This article is divided into five parts, the first part of the enterprise and its ice cream products on the Mengniu do a brief introduction。 the third section, Mengni
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