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我们不相信品牌的生命周期说法,一个管理完善的品牌将使我们所有的人得到发展。——彼得·勒特迈瑟雀巢“被称为世界上最著名的食品品牌,作为跨国咖啡、巧克力和牛奶的供应商巨人,经过几十年发展,现在正在繁荣成为一个品牌的生产机器。雀巢代表了与一个世界一种品牌的市场理论完全相反的对立面。公司更倾向于当地的品牌,而且用户最好是区域性的,但技术是全球性的,这可称之为市场学的”罗马帝国学校“:尽快建立海外据点,适应当地环境,然后致力于抓住主流。确实,雀巢首先简单地通过坐上飞机,进入新市场再谋求更大的发展:它用砖瓦和砂砾精明地建造起了制品业和政治方面的基础结构,而且雀巢有时表现得极为耐心,它曾为进入中国而努力协
We do not believe in the life cycle of the brand. A well-managed brand will enable all of us to develop. - Peter Lettermere Nestlé is known as the world’s most famous food brand. As a giant of multinational coffee, chocolate and milk suppliers, after decades of development, it is now booming into a brand production machine. Nestlé represents the opposite of the market theory of a brand of the world.The company prefers local brands, and users are preferably regional, but technology is global, which can be called marketing ”Roman Empire School": Establishing overseas strongholds as soon as possible, adapting to the local environment, and then committing itself to seizing the mainstream.Indeed, Nestlé firstly simply entered the new market by seeking an even greater market for development: it uses bricks and gravel. Carefully built the infrastructure of the product industry and politics, and Nestlé sometimes behaves extremely patiently. It has worked hard to enter China.