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A企业是福建一家生产保健饮料酒、年营业额3千万元的中小企业,其生产的YJ保健酒在福建有一定知名度。由于起步晚,在竞争非常激烈的食品领域步履维艰,一方面市场由行业几大龙头品牌的高度垄断。另一方面一些同等规模企业也在各个渠道抢占空间,步步紧逼。尽管A企业的产品质量、包装都比同类产品要好,也很想快速建立起自己的营销网络,但近几年非但耗费了太大的资金和人力,而且远没有达到预期的成就,A企业陷入了进退维谷之境。
A company is a Fujian production of health drink wine, an annual turnover of 30 million yuan of SMEs, the production of YJ health wine in Fujian have a certain reputation. Due to the late start in the highly competitive food sector struggling, on the one hand the market by the industry’s leading brand a few highly monopolized. On the other hand, some enterprises of the same size also seize space in various channels and press harder and harder. Although A’s product quality and packaging better than similar products, but also want to quickly set up their own marketing network, but in recent years not only spent too much money and manpower, and far from achieving the desired results, A business fell into Into the dilemma of the situation.