浅谈今麦郎品牌战略
摘要：随着中国快速消费品市场的快速增长，我国现已成为世界方便面产销第一大国，方便面市场连续多年，都表现出良好的增长态势。“康师傅”“统一”牢牢占据着城市市场，“华龙”也稳居农村市场的老大，然而“康师傅”、“统一”等大品牌，大有大举渗透农村市场的倾向。前有大鳄，后有豺狼，巨大的危机感迎面袭来，让华龙感到由衷地不安。如何巩固华龙在方便面市场前几名的地位？如何甩开竞争对手，拉近与品牌大鳄的距离？华龙到了二次创业的关头，急需完成战略转型和品牌升级。
关键词： 竞争对手； 二次创业； 战略转型; 品牌升级
Brand Strategy of Jinmailang
Abstract: With the rapid growth of fast moving consumer goods market, China has become a world superpower production and marketing of instant noodles, instant noodle market for many years, have shown good growth. "Master Kong" and "unification" firmly occupied the urban market, "Hua" is also retaining its position as boss of rural markets, but the "Master Kong" and "reunification" and other big brands, a great tendency to aggressively penetrate the rural market. Predators before and after a wolf, a huge sense of crisis head-on hit, so Hualong am sincerely disturbed. Hualong in the instant noodle market to consolidate the status of the top few? How to throw off rivals, the distance between them and the brand predators? Hualong to the second pioneering moment, the urgent need to complete the strategic transformation and upgrade the brand.
Key words: competitors; second venture; strategic transformation; brand upgrade
