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股权变革诞生新品牌创造了“中国魔水”的健力宝集团从1984年创办以来,就一直与体育联盟,在相当长的一段时间内与可口可乐、百事可乐势均力敌,创下了中国饮料业曾经辉煌的一页。但随着市场上饮料品牌的增多,且产品日趋多样化,单一产品的健力宝集团正面临品牌老化的危机,再加之健力宝内部管理的问题,使它在市场上节节败退。2002年初,健力宝股权改革,张海以董事长的身份入主健力宝,通过推出新品牌和新产品来开始重塑集团的新形象,其中最大的动作是在当年五月推出了
Equity Reform The birth of a new brand has created “China Magic Water” Jianlibao Group since its inception in 1984, has been with the sports alliance, for a considerable period of time with Coca-Cola, Pepsi equally, setting a Chinese beverage industry has been brilliant One page. However, with the increasing number of beverage brands in the market and the increasingly diversified products, the single product Jianlibao Group is facing a crisis of brand aging. Coupled with the internal management of Jianlibao, it is losing ground in the market. In early 2002, Jianlibao equity reform, Zhang Hai as chairman of the board into the Jianlibao, through the introduction of new brands and new products to begin to reshape the group’s new image, the biggest move was launched in May of that year