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快速消费品市场经过十多年的连续快速发展,目前进入了一个调整期,一方面是外部环境在不断变化,原材料上涨、运输成本升高,对企业的内部管理提出严峻挑战;另一方面由于产品同质化,造成企业普遍陷入价格竞争泥沼。中国饮料行业的龙头老大、年销售已超过180亿的娃哈哈20年来尽管连年快速发展,但同样深深感受到竞争的巨大压力。为此,从2004年底开始,企业通过不断变招,以创新概念、创新产品不断激活市场,创造了新需求。娃哈哈的营业收入从2003年的近100亿元,到2004年的120亿,再到2005年140亿,而2006年已跃升到187亿元,成功捍卫了企业的龙头老大地位。
After more than a decade of continuous and rapid development, the fast moving consumer goods market has now entered a period of adjustment. On the one hand, the external environment is constantly changing. Raw materials are rising and transportation costs are rising, which pose severe challenges to the internal management of enterprises. On the other hand, Homogeneity, resulting in the general price of enterprises plunged into the mud. China’s beverage industry leader, with annual sales of more than 18 billion Wahaha over the past 20 years, despite rapid development in recent years, but also feel the tremendous pressure of competition. To this end, from the end of 2004, enterprises continue to change their tactics, with innovative concepts, innovative products continue to activate the market and create new needs. Wahaha’s revenue from nearly 10 billion yuan in 2003 to 12 billion in 2004 to 2005 14 billion, while in 2006 jumped to 18.7 billion yuan, successfully defending the leading position of enterprises.