蒙牛成长的营销策略论文.doc

. .. 蒙牛成长的营销策略 The cow grows marketing strategy 摘要：蒙牛——中国乳业的神话，他从无厂房、无市场、无奶源、无品牌，在牛根生的带领下在短短几年之间发展成为今天的中国乳业第二。取得今天的成绩完全靠其采取恰当的市场营销策略：创业之初的“创内蒙古乳业第二品牌”“共建中国乳都”“为民族工业争气，向伊利学习”等一系列的广告策略，用以麻痹其竞争对手，使其有喘息的机会；三个“凡是”的策略更是避免了与大企业的直接冲突，为其发展赢得了充足的时间；在香港的成功上市为其走上国际化道路奠定了坚实的基础。企业文化 “产品等于人品，质量就是生命”的构建为其成为我们中国奶业的佼佼者添砖加瓦。蒙牛的成长业绩更是使同行业者眼前一亮。 关键词：第二品牌、中国乳都、香港上市、企业文化 Ⅰ Abstract：China mengniu dairy myth - he has no workshop, no market, no mange , no brand, in brand mange lives in just a few short years under the leadership of the China development becomes today between dairy second. Todays achievement of completely on its marketing strategy: at the beginning of the and the brand of Inner Mongolia dairy milk together for Chinas national industry, to learn and so on a series of yili advertising strategy to attack their competitors, make its have break, The three always strategy is to avoid the conflict with large enterprise directly for its development, won enough time, The successful ipo in Hong Kong for its way onto the international laid solid foundation. Enterprise culture product equals character, quality is life for the construction of the outstanding Chinese dairy industry become our friend. Hoodwinks the cow the growth performance is to make the same shine at the moment. Key words: Second Brand, Chinas breasts, brand of Hong Kong listed, enterprise culture Ⅱ 目录 TOC \o 1-2 \p \h \z \u HYPERLINK \l _Toc260860621 HYPERLINK \l _Toc260861113 第一章 蒙牛速度 PAGEREF _Toc260861113 \h 1 HYPERLINK \l _Toc260861114 1.1背景 1 HYPERLINK \l _Toc260861115 1.2创业之初的策略 1 HYPERLINK \l _Toc260861116 1.3企业文化的定位 PAGEREF _Toc260861116 \h 2 HYPERLINK \l _Toc260861117 第二章 后来居上 PAGEREF _Toc260861117 \h 2 HYPERLINK \l _Toc260861118 2.1个“凡是”政策 3 HYPERLINK \l _Toc260861119 2.2“第二品牌” 3 HYPERLINK \l _Toc260861120 2.3“中国乳都” 4 HYPERLINK \l _Toc260861121 第三章 争做“世界牛” 6 HYPERLINK \l _Toc260861122 3.1国际化准备 6 HYPERLINK \l _Toc260861123 第四章 蒙牛业绩 7 TOC \o 1-2 \h \z \u 参考文献……………………………………