夹生饭品牌营销的尴尬——从两家工业企业的转型说起（The embarrassment of cooked rice brand marketing -- start from the transformation of two industrial enterprises）.docVIP

夹生饭品牌营销的尴尬——从两家工业企业的转型说起（The embarrassment of cooked rice brand marketing -- start from the transformation of two industrial enterprises） Over the past few years, the trade manufacturing enterprises represented by Guangdong and Zhejiang have been squeezed by the downstream value chain, which is unprecedented. The price of raw materials rose sharply, the rapid rise in labor costs, export tax rebates, a serious decline in appreciation of RMB four to the ceiling, Chinese manufacturing industry has deep downturn in the international economy with a double whammy. Some entrepreneurs with foresight, began to seriously consider the old topic of own brand building, and the large scale in the textile, electrical appliances, Home Furnishing transformation represented, bittersweet, pass very fortunate, those painful wreck. China made to China created, not a government advertising film can be reversed, profit model and operation of the transformation is the key. Manufacturing trade based, its core competence is the advantage of scale, process improvement, quality stability and production management of the hard effort, while manufacturing to brand support, explore the insight into the implicit value, depends on customer psychological needs and create high efficiency management and sales network marketing soft Kung fu. Compared with the trade of manufacturing industry, the prospects for the development of value-added brand driven manufacturing industry to open, brand marketing operation but requires a high strength to take great market risk, the deep integration of work and accept the downstream value chain test. Most of the time, the enterprise is in the downstream channel stress ahead, the brand is just a legal sense of the trademark only, say in the terminal dealers and large hands, resulting in a lot of trade in the manufacturing industry. When faced with the transition, created a large number of cooked rice brand. However, the channel stress is only one of the reasons of the