伊利集团重塑国际品牌案——国际经济与贸易.docVIP

西安欧亚学院 本科毕业论文（设计） 题 目： 伊利集团重塑国际品牌方案 学生姓名： 张 青 指导教师： 程 巍 巍 所在分院： 物流贸易学院 专 业： 国际经济与贸易 班 级： 0903班 二O 一三 年 四 月 伊利集团重塑国际品牌方案 摘要：2008年中国三鹿婴幼儿奶粉受污染事件，导致食用了三鹿奶粉的婴幼儿产生肾结石病症，原因是奶粉中含有三聚氰胺。在今后一段时间内，我国的乳品、奶牛养殖、相关的链条产业和我国在国际上的食品安全利益形象，都受到很大的影响。伊利集团作为中国乳业龙头企业之一，也受到了这次事件的影响。随着经济一体化加速，金融危机在全球的肆意蔓延，伊利集团的对外贸易也受到影响。 面对外部金融危机的影响和内部三聚氰胺事件的发生，伊利集团有必要设计一套行之有效的方案，对内重新提高产品质量，增加监督力度，确保奶源安全，做好售后服务，消除消费者对购买伊利产品的疑虑，对外借助经济一体化与国外企业建立合作平台，减少金融危机带来的损失。在生产和销售环节上比以前更要层层把关，利用自身的有利条件来打造景气的销售市场，提升品牌知名度，扩大国外投资市场规模，完善管理制度，遵循国外消费者的生活消费习惯，使消费者更加信赖伊利产品，伊利集团会更有信心重新树立国际品牌。 关键词：三聚氰胺；伊利集团；金融危机；国际品牌 Yili Group reshapes the international brand program Abstract：2008 China Sanlu infant milk powder contaminated event, a kidney stone disease led to the consumption of Sanlu infant formula milk powder containing melamine. In the next period of time, Chinas dairy, dairy farming, the chain industry, and Chinas international image of the interests of food safety have been greatly affected. Yili Group as one of the leading enterprises of China Dairy, but also by the impact of the incident. With the acceleration of economic integration, the financial crisis in the global sprawl, Yili Groups external trade is also affected. The face of the financial crisis, external and internal melamine incident, the Yili Group is necessary to design a well-established program, internal re-improve product quality, increase supervision, to ensure milk safety, good after-sales service, eliminate consumption who buy Erie doubts, external means of economic integration to establish a platform for cooperation with foreign enterprises, to reduce the losses caused by the financial crisis. In the production and marketing chain, more than ever, Cengcengbaguan advantage of its favorable conditions to build the economy of the sales market, increase brand awareness, expand the scale of foreign in