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2004年4月,伊利和蒙牛在山东济南等地突然调低无菌砖式和枕式牛奶价格,整箱零售价直降了七八元,最大降幅超过30%,同时在零售终端大搞买赠、抽奖促销活动,一举将山东液态奶市场推入了新一轮价格战。倚仗规模经济带来的低生产成本优势和大规模采购获取的原材料价格优势,以及通过股市获得的现金支持,这两家全国性乳业巨头决心通过价格战迅速扩大市场份额,打击和清除竞争对手,重新划分市场,这是近
In April 2004, Yili and Mengniu suddenly lowered the prices of aseptic brick and pillow milk in Jinan, Shandong and other places. The retail price of FCL dropped by seventy-eight yuan and the maximum drop was over 30%. At the same time, Gifts, lottery promotions, Shandong liquid milk market in one fell swoop pushed into a new round of price war. Rely on the economies of scale low production costs and the advantages of large-scale procurement of raw materials obtained by the price advantage, and through the stock market access to cash support, the two nationwide dairy giant determined to rapidly expand market share through price wars to combat and remove competitors, Re-market, this is near