Chinas ice cream industry the opportunities and challenges.docVIP

 PAGE \* MERGEFORMAT 3 China’s ice cream industry the opportunities and challenges 1, China’s stage of development and marketing changes in ice-cream China’s ice cream industry, largely through the production-oriented, sales-oriented, customer-oriented, competition-oriented four stages, each stage of development, the enterprise’s sales practices are also engaged in a corresponding adjustment: The first stage: the production-oriented phase During this period approximately 1970 - In 1986, ice cream, the majority of small-scale enterprises producing salt water tank, equipment, most backward and primitive, simple formula, packaging monotonous, poor quality, but in short supply, the market retail price of 0,1 -- 0,3 million middle, sales subject to scattered individual small traders, channels, mainly in the cinema and more prosperous place. Sales characterized by panic buying. Sales is characterized by production Ding Xiao, natural sales, corporate passive sales, marketing concepts weak. Phase II: Sales-oriented phase During this period of about 1986 1994, due to development of economic construction, some enterprises have begun to adapt to the times, pay attention to properly improve the product, the product appears to increase with milk, formula have also been improved, but still puffing class ice-cream-based, companies begun to focus on equipment improvement and product development, market retail price of 0,5 1, 0 RMB gradually increased between the products, product demand and supply are in balance should Japan, sales of the main emergence of individual wholesalers, channels, also by a single theater to the individual cold spots, grocery and other channels of development. Consumption characteristics of random buying and selling features in order to sell to the changes in production quotas, corporate marketing initiative to improve the sales center. The third phase: customer-oriented phase of During this period approximately 1994 In 1999, the consumpti