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位于江苏省张家港市长江之滨的金鹿集团公司,是个以金鹿牌为注册商标生产基础外科、骨科为龙头的多科别系列医疗器械和以工具、锁刀为主的五金产品,以及高碳钢等特种钢材的乡镇企业,占地200亩,有员工2200余人。其规模在林林总总的江南乡镇工业中并不十分显眼,近几年来,却在市场疲软、同行效益普遍滑坡的严峻情势下,销售、利税和出口供货值每年以30％的幅度递增。在市场竞争中游刃有余,生产经营上充满活力和后劲。 金鹿集团商海泛舟,独领风骚,凭仗的是什么呢?凭仗的是它对产品质量内涵的总体认识,即树立“大质量”观而赢得市场;凭仗的是它的名牌效应和它的两个“避让”的营销策略——开发新品避开市场同类产品的竞争,眼睛向外,拓展外贸市场避开国内市场的竞争。
Located on the Yangtze River in Zhangjiagang City, Jiangsu Province, Jinlu Group Co., Ltd. is a multi-part series medical equipment and a hardware product mainly based on tools and locks. Township enterprises such as carbon steel and other special steel products cover an area of 200 mu and employ more than 2,200 people. Its scale is not very conspicuous in the numerous Jiangnan township industries. In recent years, however, sales, profits and taxes, and export supply values have increased by 30% each year under the severe conditions of weak market conditions and generally declining profits from peers. In the market competition, it is more than adequate, and the production and operation are full of vitality and stamina. What is the Golden Deer Group sailing in the sea in the commercial sea? What is it? What is it? It is because of its overall understanding of the connotation of product quality, that is, the establishment of a “big quality” concept to win the market; what is deserving of its name brand effect and its two A “to avoid” marketing strategy - the development of new products to avoid similar competition in the market, eyes outward, and expand the foreign trade market to avoid competition in the domestic market.