行业龙头企业目前面临两个问题:一是总量下滑,二是大单品过时。过去,每个行业龙头企业,无不掌握着战略性大单品,如双汇的王中王、康师傅的红烧牛肉面、统一的老坛酸菜面、娃哈哈的营养快线。围绕大单品提出过一套营销方法论和营销模式,即“单品突破”的三段式营销模式,分别是单品突破、产品丰富、产品结构。这已经成为一些企业开拓市场的基 Industry leaders currently face two problems: First, the total decline, the second is the outdated single product. In the past, each leading enterprise in the industry controlled all the strategic commodities such as Wangzhongwang in Shuanghui, braised beef noodles in Master Kong, uniform Laotan pickled vegetables and Wahaha Nutrition Express. Around the single product proposed a set of marketing methodology and marketing model, that is “single product breakthrough ” three-stage marketing model, namely single product breakthrough, product rich, product structure. This has become the basis for some companies to open up the market