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今年3月,上海家化联合公司以每年支付1200万元人民币的代价又将自家创建的中国化妆品第一品牌——“美加净”买了回来,引起世人瞩目!这标志着企业在激烈的市场竞争中,重视名牌效应的一项实质开端;从1991年“美加净”名牌转让给合资企业,到4年后的回归故里,是螺旋形前进的一个飞跃,表志着“上海家化”已经从依靠合资学习国外技术和经营管理,转变为面对化妆品市场名牌大战和强手如林的竞争对手,敢于重振自己产品的雄风,于市场竞争中决一高低。他们不但具有这样的气魄,也具有了这样的条件与实力!“上海家化”的实际告诉我们,我国的国有企业,只要凭借人才知识、科技管理和原有资产等优势,深化改革,敢于并善于市场竞争,是不难走出困境,而且能够创造出比合资企业更好的成绩和效益来的。
In March this year, Shanghai Jahwa United Company bought the first brand of Chinese cosmetics, “Mega Canada,” which was created by itself, and attracted worldwide attention! This marks the company’s fierce market competition. China attaches great importance to the real beginning of the brand name effect; from the transfer of the brand name of “U.S. and Canada” to a joint venture in 1991, the return to the hometown after 4 years is a leap forward in a spiral, which indicates that “Shanghai Jahwa” has relied on Joint ventures to learn foreign technology and operations management, to become the face of the cosmetics market famous brand competition and strong competitors like the forest, dare to revive their products, the glory of the market competition in a high and low. Not only do they have such a discouragement, they also have such conditions and strengths! The actual practice of “Shanghai Jahwa” tells us that as long as the state-owned enterprises in China rely on the advantages of human resources knowledge, technology management, and existing assets, they can deepen their reforms and dare to Be good at market competition, it is not difficult to get out of the predicament, and can create better results and benefits than the joint venture.