在中国加入WTO后的2002年,诸如“高速公路沥青国产化”、“国产沥青替代进口”的概念和说法被频频提及。国产沥青产品越来越多地出现在新建公路上,不断增长的重交通道路沥青生产能力数据也在有力强化着这些概念和说法。以“欢喜岭”为代表的国产优质沥青品牌,以优良的品质、合理的价位、独特的销售策略和适度的营销手段打拼道路沥青市场,显示出很强 In 2002 after China’s accession to the WTO, the concepts and claims such as “localization of expressway asphalt” and “import substitution of domestic asphalt” were mentioned frequently. Domestic asphalt products are increasingly appearing on newly constructed highways, and the ever-increasing data on asphalt production capacity of heavy traffic roads is also reinforcing these concepts and claims. The domestic high-quality asphalt brand represented by Huanxiling represented a strong market with excellent quality, reasonable price, unique sales strategy, and appropriate marketing measures.