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2009年3月18日,商务部对可口可乐并购汇源果汁的反垄断审查作出正式的裁决,禁止可口可乐并购汇源。该裁决对汇源造成了很大的伤害:汇源的经营利润、市场份额以及品牌形象大幅下降。在这个十字路口,汇源决定进行转型,向乳饮品行业全面进攻。但是乳饮品业已有娃哈哈、小洋人、蒙牛和伊利这样的劲敌存在,加上汇源自身在乳饮品上不具有优势,这使得汇源要“围剿”喝“牛奶”存在很大的困难。本文旨以乳饮品业产业组织为基础,运用产业组织中的市场结构理论,着重分析乳饮品业的市场结构。揭示汇源要成功进入乳饮品业存在的问题以及提出解决的对策。
On March 18, 2009, the Ministry of Commerce made an official ruling on the antitrust review of Coca-Cola’s acquisition of Huiyuan Juice and banned Coca-Cola from acquiring Huiyuan. The verdict caused great harm to Huiyuan: Huiyuan’s operating profit, market share and brand image dropped sharply. At this crossroads, Huiyuan decided to transition to a full-scale offensive to the dairy beverage industry. However, dairy drinks industry has Wahaha, Xiao Yang, Mengniu and Yili such rival existence, coupled with Huiyuan own milk drinks do not have the advantage, which makes Huiyuan to “Encirclement ” drink “milk ” there is a big difficulty . Based on the dairy industry industry organization, this article uses the market structure theory in the industrial organization, focusing on the analysis of the market structure of the dairy beverage industry. Reveal the problems that Huiyuan should successfully enter into the dairy beverage industry and put forward the countermeasures.