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在《成功营销·新生代2003年度最具竞争力品牌调查》完成之后,本刊专门请长江商学院教授曾鸣先生为我们撰写文章,请他就目前“中国市场品牌格局背后的企业竞争态势”作一点评。曾鸣的文章显然已经超越了调查本身。调查显示,无论是快速消费品或是耐用消费品行业,本土品牌几乎在三分之二的行业中占据了明显的竞争优势。但是,就在本土企业向跨国公司全面反攻获得巨大成功的时候,曾鸣却适时而冷静地提出——那些80年代建立并持续发展了20年的中国最成功企业,在一个全新的市场发展阶段正面临着“战略转折点”。
After the “Successful Marketing · Cenozoic 2003 Most Competitive Brand Survey” was completed, we specifically asked Mr. Zeng Ming, a professor of Cheung Kong Graduate School of Business, to write an article for us asking him to comment on the current competitive landscape behind the brand structure of the Chinese market “For a comment. Zeng Ming's article has clearly surpassed the investigation itself. Surveys show that local brands account for a clear competitive advantage in almost two-thirds of the industry, in both the FMCG and consumer durables industries. However, just as local enterprises achieved a great success in their counter-offensive against multinational corporations, Zeng Ming timely and calmly proposed that the most successful Chinese enterprises established in the 1980s and continuing to develop for 20 years are in a completely new stage of market development Is facing a ”strategic turning point."