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在我国大陆方便面市场上,“康师傅”、“统一面”和“一品面”已成三足鼎立之势。相比之下,“康师傅”更是咄咄逼人。据国家内贸局对北京、天津、上海等8个城市的十大市场方便面销售抽样调查显示,“康师傅”以绝对优势位居老大。在城市市场占有率已达47.84%。 “康师傅”的领先优势与其成功的产品策划是分不开的。且从它诞生之初说起吧。一、产品项目的开发与确定。1987年底,台湾当局宣布开放大陆探亲,原本计划到欧洲投资的台湾顶宏集团改变行程,决定前往大陆市场寻求发展的契机。为了开发出红火的项目,顶宏对大陆进行了实地调查,发现改革开放的大陆,经济建设正搞得如火如荼,“时间就是金钱”的口号遍地
In China’s mainland instant noodles market, “Master Kong ”, “unified face ” and “a product side ” has become the three pillars of the trend. In contrast, “Master Kong ” is even more aggressive. According to a sample survey conducted by the State Domestic Trade Bureau on the sales of instant noodles in the top 10 markets in 8 cities including Beijing, Tianjin and Shanghai, “Master Kong” ranked the boss with absolute superiority. In the city market share has reached 47.84%. “Master Kong ” leading edge and its successful product planning are inseparable. Let’s start with it. First, the development and determination of product projects. At the end of 1987, Taiwan authorities announced that Taiwan’s top macro group, which planned to make investments in Europe, had to change its itinerary and decided to go to the mainland market for development opportunities. In order to develop the prosperous project, top macro conducted a field survey on the mainland and found that in the mainland of reform and opening up, the economic construction is in full swing and the slogan “time is money” is everywhere.