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来源：百度知道 编辑：UC知道 时间：2024/06/05 23:10:18
2008年发生的三聚氰胺事件对中国乳产品企业的打击无疑是巨大的。事件发生后消费者对于国内乳产品望而生畏，一时间中国乳产品企业被打入万丈深渊。国外企业借此机会也来纷纷抢夺中国乳产品市场，乳产品市场份额分布迅速发生巨变。中国乳产品企业要痛定思痛，借此机会规范行业。
本文共分三聚氰胺事件始末及影响、三聚氰胺事件与危机公关、中国乳业的困难与重生、三聚氰胺事件后行业分析、乳产品市场的经营对策分析等几部分。分别探讨了三聚氰胺事件后相关国内企业，外国强势企业竞争形式以及整个行业以后的发展前景及策略。
本文通过对三聚氰胺事件后国内市场及企业现状的了解和分析，提出一些在国内企业对于危机防范上存在的比较明显和严重的问题。进而根据实际的情况提供解决问题的建议和危机过后有关营销的一些策略。
【关键词】：三聚氰胺事件 品牌 危机公关 市场 营销策略

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【Abstract】2008 events took place on China's melamine milk product enterprises is undoubtedly a huge blow. Consumer after the incident daunting domestic dairy products, dairy products for a time the Chinese enterprises to enter the abyss. Foreign enterprises to take this opportunity also to China's dairy products have to snatch market share in the distribution of dairy products market changes rapidly. China's dairy product enterprises should learn from its mistakes, to take this opportunity to standardize the industry.
This article is divided into the incident and the impact of melamine, melamine events and public relations crisis, the Chinese dairy industry and the difficulties in life, after the melamine industry analysis, dairy products market response analysis of several parts. , Respectively, of melamine-related incident of domestic enterprises, foreign competition in the form of a strong business and industry as a whole the prospects for future development and