论文部分内容阅读
在看似风光无限的背后,华润雪花已凸显出品牌硬伤与迷失。1993年,香港华润创业集团,突然携手国际啤酒巨头南非SAB闪电进入中国啤酒市场。时下华润啤酒集团(以下简称华润雪花)旗下的啤酒企业已有近40家,啤酒总产能达560万吨。2003年雪花单品牌啤酒的销量超过了80万吨,2004年突破110万吨,2005年更是达到了158万吨的销量,2006年有望突破200万吨,而目前国内市场上销量超过百万吨仅有青岛、燕京、雪花。华润雪花以十年左右时间完成其它中国啤酒巨头几十年乃至上百年才能完成的霸业,堪称是中国啤酒业一个奇迹!然而,在飙车狂进、看似风光无限的背后,华润雪花是一路风
Behind the seemingly infinite beauty, China Resources Snow has highlighted the flawed and lost brand. In 1993, Hong Kong China Resources Enterprise Group, suddenly joined the international beer giant South African SAB lightning into the Chinese beer market. Nowadays, there are nearly 40 beer enterprises under the China Resources Brewery Group (hereinafter referred to as China Resources Snow), with a total beer production capacity of 5.6 million tons. Snow single-brand beer sales in 2003 exceeded 800,000 tons in 2004 exceeded 1.1 million tons in 2005 reached 1.58 million tons more sales in 2006 is expected to exceed 200 million tons, while the current domestic market sales of more than one million Tons only Qingdao, Yanjing, snowflakes. China Resources Snow spent 10 years to complete the dominance of other Chinese beer giants for decades or even a hundred years to complete, can be called a miracle of the Chinese beer industry! However, crazy in drag racing, seemingly unlimited behind, CR Snow is all the way wind