伊利——营销

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1、YiliStyleFeaturesBrandpositioningTheimageofYiliStyleandfeaturesofYiliThebrandisvalueThetargetofYiliconstructionTherouteofYiliconstructionBrandConceptTargetconsumersBrandstrategicpositioningTobeadairyexpert;KeepingafootholdinChinaandmakingpopularalloverth

2、eworld.Serviceconcept1%ofcustomersaredissatisfiedmeansthat100%oftheserviceisnotsatisfying.SincereConsiderateScrupulousPatientEnjoyableBrandcompetitionYili1:cheaper2:innovation3:standardsofafter-salesservice.4：marketreputationBrandcompetitionMengniu1:thes

3、peedofhigh-endproductofMENGNIUdevelopedveryslow.2:thesupplyofgoodsareshortage,3:Rapidlydevelopmentofcompanycanbringenterpriseloophole.Guangming1:itHasnocheapandgoodqualityinnatereserves2:Guangmingarefocusonthe“fresh”,sothecostishigherthanotherbrands.Howe

4、ver,theconsumersarepayingmoreattentiontopriceratherthanquality.In2006,itwasthemostcompetitivebrandIn2007,itwon"Thebestinnovationhighlyliquidmilkproducts",thisisthefirsttimeChinesedairyproductsawardsinforeign,realizedChinadairyindustryinnovationhistoricbr

5、eakthrough.In2009,itwastheonlyoneChinadairycompanyastheYilisuccessivelyserviceintheOlympicandworldexpoBrandhonor