蒙牛vs伊利 成功战略剖析（Strategic analysis of Mengniu vs Yili success）.docVIP

蒙牛vs伊利 成功战略剖析（Strategic analysis of Mengniu vs Yili success） In order to catch up with the leading enterprises as soon as possible, the enterprises with relatively weak strength often adopt the following strategy, choose one to follow the target, and then imitate the leading enterprise in the aspects of product, pricing, and even packaging. This is a good strategy for vulnerable enterprises to avoid being abandoned by leading enterprises. Mengniu in the early stages, is to follow the strategy quickly shortened the gap with Erie, in 2004 after, and gradually began to surpass. At the beginning of 1999, Mengniu was founded, but its strength is very weak, only about ten million yuan of funds, this is really not worth mentioning in the dairy industry; at the same time, Mengnius living environment is very bad, lies in Niu Gensheng. 1., low attitude: avoid direct conflict with Erie He is essentially by Yili Yili dispelled, certainly do not want their general too good, it will make the queen is no face. Mengnius management team, almost all from Yili defected, which is the treason and heresy behavior, not only to suppress the Yili, Mengniu, gas, is also a deterrent, stabilize their troops, to prevent more large-scale defection. Therefore, Mengniu from birth, suffered a lot of inexplicable setbacks. For example, some of Mengnius milk truck was stopped halfway, milk was dumped on the spot. Outdoor advertising Mengniu do, just set up the broken pieces. People all know, who is doing these things. At this time, Niu Genshengs Jianghu wisdom played a role. He understood that this kind of thing even if it is illegal, Mengniu is also very difficult to get the evidence, even get some evidence, at that time, Mengniu weak position, no reasoning; if to do, will bring more intensified conflicts, even ruined mengniu. So the only smart thing to do is to be patient. In order to reduce conflicts and avoid unnecessary trouble, in order not to snatch the Yili milk, but also to protect themselve