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来源：百度知道 编辑：UC知道 时间：2024/05/13 05:26:01
我国乳品市场竞争激烈、产品严重同质化的情况下,整个行业面临着原料上涨等双重压力,利润空间越来越小,必须推出高端的差异化产品才能有更好的发展,这是以产品差异化避开低水平价格战的重要途径。蒙牛推出的两种新极品纯牛奶是“奶爵6特乳”和“蒙牛特仑苏”。 蒙牛以高科技突出品牌的技术优势，从而烘托出品牌价值。对于多品牌或者主副品牌管理的企业来说，建立品类差异(Difference)和品牌区隔(Compartment)是长期品牌战略制胜的命脉根本，从而赢得市场竞争力。目前,中国奶业存在的最大问题是原奶生产力水平低,奶源质量差。蒙牛公司兴建的“乳业联合国”,奶牛全部是从国外引进的优质奶牛,由专业的外国工作人员操纵挤奶机器人挤奶,1头奶牛年均产奶量在8吨至10吨之间,相当于中国两三头奶牛。因此,无论是从产奶数量、质量,还是原奶生产管理,都比中国当前的乳业生产力水平要高出很多。蒙牛以此增加了市场竞争力。
Our country dairy product market competition intense, in productserious homogeneity situation, the entire profession faces the rawmaterial rise and so on the dual pressure, the profit space is beingmore and more small, must promote Gao Duan the difference product tobe able to have a better development, this is avoids the important wayby the product difference which the low horizontal price fights. TheMongolian cow promotes two kind of new best quality goods pure milksare "Naijiang 6 are especially young" and "Mongolian cow speciallogical sequence Soviet". Mongolian cow by high tech prominent brandtechnical superiority, thus contrasts the product sign value. Saidregarding the multi- brands or the host vice- brand managemententerprise that, establishes the category difference (Difference) andthe brand area separates (Compartment) is the life basis which thelong-term brand strategy subdues, thus wins the market competitionstrength. At present, the Chinese dairy indu