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市场综述 >>作为老牌乳品生产企业、中国乳业十大品牌之一,卫岗在本地区域内越来越感受到全国性强势品牌如光明、伊利等的竞争压力。在中国乳品业竞相高举品牌大旗、实施品牌战略以期分割市场的大背景下,卫岗的品牌形象还停留在老旧的局面,靠74年长期历史发展累积的消费者情感维系区域优势特别是订户市场的优势,而在商超终端,面对新成长起来的消费族群,挑战越来越大。总结:1.区域竞争压力增大。2品牌形象老化。3.消费层成长,品牌忠诚度降低。由此,卫岗品牌重塑不容置疑。
Market Overview >> As a veteran dairy producer and one of the top 10 brands in China’s dairy industry, Wei Gang is increasingly feeling the competitive pressures of the nation’s strong brands such as Guangming and Yili in the local area. In the context of China’s dairy industry competing to hold high the banner of the brand and implement the brand strategy in order to segment the market, Wei Gang’s brand image still stays in the old situation, and depends on the long-term history of 74 years of accumulated consumer sentiment to maintain regional advantages, especially Subscribers advantage of the market, and in super-terminal, the face of the newly growing consumer groups, the challenge is growing. To sum up: 1. Regional pressure to increase competition. 2 brand image aging. 3. Consumer growth, brand loyalty lower. As a result, Wei Gang brand remodeling no doubt.