雀巢公司这个供应咖啡、巧克力和牛奶的跨国集团,作为世界最大的注册食品集团,历经数十年的艰苦努力,已经发展成为一家拥有特许经营权的名牌公司。如今,它正在全速开掘着发展中国家的市场。创名牌、修公路、建牧场、办工厂,从事着占领新市场的一切活动。与众不同的是,它是主要依仗当地品牌的全球性公司。雀巢的创造名牌战略,对于任何一个希望摆脱欧美市场利益萎缩状况的竞争对手而言,无疑是敲响了警钟。 Nestlé, a multinational group supplying coffee, chocolate and milk, is the world’s largest registered food group. After decades of hard work, it has developed into a brand-name company with franchise rights. Today, it is exploring the markets of developing countries at full speed. Create brand names, build roads, build ranches, set up factories, and engage in all activities that occupy new markets. Uniquely, it is a global company that relies mainly on local brands. Nestle’s strategy of creating a brand name is undoubtedly a wake-up call to any competitor wishing to escape the shrinking interests of European and American markets.