基于SWOT分析的腾新公司营销能力评价

腾新公司在福建省中高档鱼糜制品中以优质中价占据了较大市场份额，却没有打造一个强有力的高端产品来提升企业品牌形象。尽管企业2009年推出高档珍鲜系列，却没有充分挖掘品牌的深刻文化内涵，忽略了一个品牌所承栽的不只是一个小小的鱼丸，而是一个福州老字号企业与福州文化的创新和包容，因而仍未获得较大的顾客品牌认知度和认同力。在对腾...

Marketing Competence Assessment Based On SWOT Analysis of Tengxin Company

Tengxin food company has taken a larger market share of mid - high surimi - based products market in Fujian Province with its middle -price and high -quality, but has not built a strong high -end products to enhance corporate brand image. Although the company has launched high -quality fresh series in 2009, did not fully tap the brand＇ s deep cultural connotation, ignoring the bearer of a brand, inclusive culture of innovation and not having customer brand awareness. This paper does SWOT analysis and make suggestions to promote marketing competence in Tengxin food company.