伊利集团重塑国际品牌方案-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 investment market, improve the management system, follow the foreign consumer spending habits of life, consumer letter Lai Yili products, Yili Group will be more confident to re-establish a global brand. Keywords: The melamine; Yili Group; financial crisis; international brands目录 1 绪论 1 1.1 课题的意义 1 1.2 研究方法及主要内容 1 2 方案设计背景介绍 3 2.1 方案设计的外部原因 3 2.2 方案设计的内部原因 5 3 伊利重塑国际品牌策略 7 3.1 生产环节策略 7 3.1.1 结合需求，研发适销对路的优质产品 7 3.1.2 从优质奶源的选取入手 7 3.