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乳业被誉为“朝阳产业”,其发展的前景十分广阔。根据《中国工业统计年报》,从1998年到2001年4年内,中国乳制品的产量几乎增长一倍,而2002年乳品的产量又比上年增长25.6％,液态奶的产量更是增长65.8％。在乳业迅速发展的同时,行业内竞争也日益激烈,这种竞争不但体现在价格竞争和质量竞争中,更体现在品牌的竞争和广告的竞争中。
Dairy known as “sunrise industry”, its development prospects are very broad. According to the annual report of China’s industrial statistics, the output of dairy products in China almost doubled from 1998 to 2001, while the output of dairy products in 2002 increased by 25.6% over the previous year and that of liquid milk products by 65.8% . With the rapid development of dairy industry, the competition in the industry is also increasingly fierce. Such competition is not only reflected in price competition and quality competition, but also in brand competition and advertising competition.