快速消费品行业如何做大做强及风险的规避

快速消费品行业是中国市场化程度最高的行业。但也存在很多让人棘手的问题,突出表现为行业与行业之间严重的恶性竞争和区域与区域之间的窜货问题,厂商之间关系恶化,渠道网络成员忠诚度下降,缺乏品牌整合营销策划与操作的意识等等。鉴于此背景,文文对快速消费品行业如何做大做强以及风险回避进行了探讨。     

入世后私营企业如何做强做大

入世后,我国私企将真正融入经济全球化浪潮,在世界范围内进行公开、公正、公平的竞争,因此,做强做大成为必然。本文认为,私企一方面应围绕企业家修养、发展战略、核心竞争力、制度与文化等相互渗透的方面进行自我修炼;另一方面可通过商品经营、资产经营、资本经营的良好组合,提高做强做大的速度与力度。     

做大做强“湖北品牌”

为深入贯彻十八大精神,落实湖北省委书记李鸿忠提出的“进竞提质”的总要求,宣传推介湖北精品名牌企业和产品,提升湖北产品的核心竞争力,进一步营造质量兴省战略的浓厚社会氛围,湖北省实施质量兴省战略工作领导小组办公室、湖北省质量术监督局技、湖北省质量协会于2013年1月25日在武昌琴岛之夜（原田汉大剧院）隆重举办“品牌之光—2012年湖北名牌颁奖典礼”。     

后入世过渡期:做大做强中国保险业

三年入世过渡期即将结束,中国保险业将全面对外开放,为经受住外国保险公司的冲击、顺利融入新一轮的保险发展浪潮中,中国保险公司提高自己的偿付能力和核心竞争力、把自己做大做强显得尤为重要。本文对中国保险业三年来为此所作的努力、现在还存在的问题和如何应对作了分析。     

快速消费品行业核心竞争力的提升之源——论销售费用控制的有效策略

快速消费品行业一贯以高频次、短时限、低价运营所著称,在当前激烈的竞争环境下,如何提高核心竞争力,抢占更大的市场份额,是快速消费品行业的共同课题。本文从销售费用控制的视角探究了如何使其成为快速消费品行业核心竞争力的提升之源,以期为促进行业健康发展贡献力量。     

乘势而上做强做大--东风载重车公司总经理杨少杰访谈

伴随着东风公司改革发展而生的载重车公司，经过三年多的精诚团结、艰苦拼搏、锐意进取，取得了令行业瞩目的优良业绩。那么，其成功秘笈为何?有哪些值得业界借鉴的东西?下一步将如何运作?笔者就这些问题对载重车公司总经理杨少杰作了一次专访。     

Status of Database Marketing in the Dutch Fast Moving Consumer Goods Industry

Brand manufacturers in the fast moving consumer goods industry are under pressure. Due to increased retailer concentration, access to scanner technology, eroding brand loyalty, an increasing number of price promotions and increasing market share of private labels, power is more and more shifting towards retailers. DBM can be an alternative for brand manufacturers in building brands and gaining more knowledge about the customer. In this paper data of 91 Dutch brand manufacturers are used to find the factors that influence the adoption of database marketing (DBM). A distinction between tactical DBM and strategic DBM is made. Tactical DBM has a short-term focus and a transactional approach. Strategic DBM has a long term focus aiming at enhancing brand loyalty, brand awareness and brand associations. Our results show that DBM is relatively undeveloped in the Dutch FMCG-industry. 29% of all respondents adopted DBM. When it is used, it is mainly used tactically. It is also found that DBM adoption is influenced by top management support, the size of the brand portfolio and the adoption of DBM by a competitor.     

Consumer decision‐making styles and post purchase behaviour of poor for Fast Moving Consumer Goods

More than half of the world's population is poor. Certainly, their purchasing power cannot be compared with that of the riches, but it is their collective purchase potential which makes them a substantial market. The fast moving consumer goods (FMCGs), on the other hand, are the fourth largest industry in the world. FMCGs are relatively low cost products and the poor, by necessity, spend a significant amount of their income on FMCGs. So, by virtue of being a large consumer base for FMCGs, the poor are a promising market for the FMCG marketers. But little is known about their buying behaviour for FMCGs as only a few studies have been conducted on them in this regard. This study aims to explore their shopping orientations towards price, quality and brand for FMCGs in the context of one of the largest developing countries like India by exploring their consumer decision‐making styles (CDMSs), especially their price consciousness, quality consciousness, brand consciousness and brand loyalty. Besides it, it also explores their post purchase behaviour and testifies its mechanism with the above mentioned CDMSs in the present context through structured equation modelling.     

体育用品品牌延伸风险与规避策略研究

本文认为,品牌延伸是品牌管理的重要组成部分,也是市场营销的重要手段。体育用品品牌延伸在给体育用品制造企业带来利益的同时,又具有较大的风险。文章提出,为规避体育用品品牌延伸风险,提高体育用品品牌延伸效益,应从实际出发,借鉴国内外企业规避品牌延伸风险的成功经验,正确认识现有体育用品品牌,选择强势体育用品品牌进行延伸;进行市场定位,界定体育用品品牌的适用范围;确保品牌延伸产品的相关性和兼容性,提高品牌延伸成功率;有效控制体育用品品牌延伸,避免品牌延伸过度。     

品牌价值视角下品牌竞争力提升研究

在产品或服务日趋同质化,消费者需求越来越多元化的背景下,品牌日益成为企业提升竞争力的主要源泉,而品牌价值的塑造也越来越受到人们的关注。本文分析了品牌价值和品牌竞争力之间的关系,从品牌价值视角出发,为企业品牌竞争力的提升实践提供一些借鉴。     

论顾客价值的理解与创造

在关系营销中对于顾客价值的研究始终是一个重点和热点问题,实际上企业与顾客之间的关系本质是一种追求各自利益与满足的价值交换关系,顾客看中的是企业提供的优异的价值,企业让渡给顾客的价值对保留顾客起着极为重要的影响,只有不断为顾客提供比竞争者更多的价值,才能成功地创造出让客户留下来的理由,才能从发展与客户的长期关系中获得更多的利润,因此创造并交付优异的顾客价值就成为企业成功的关键     

The Implications of Business-to-Business and Consumer Market Differences for B2B Branding Strategy

By integrating existing conceptual models and research findings, this effort examines the noteworthy differences between the B2B and the consumer market contexts and the implications of those differences on the formulation of B2B brand strategies. We introduce the B2B-Consumer Market Dimensions Continuum as a tool to identify key differences between the two markets. The continuum is used to suggest the branding approach that is most likely to be successful in a B2B organization's brand-building efforts.     

Problems and Future of the Brand Management Structure in the Fast Moving Consumer Goods Industry: The Viewpoint of Brand Managers in Greece

This paper aims to examine the main problems and constraints of the traditional brand management system and to give insight into the main trends for its future development. It reviews changes which have occurred at the main environmental variables, influencing the structure, and the problems that brand managers must deal with. Based on the expressed doubts concerning the future of the structure, it researches the brand managers' opinions on the future development and existence of the position.     

创新人力资源管理提升国有商业银行核心竞争力

本文认为,人力资源管理创新是技术创新和组织结构创新的基础,强化人力资源管理创新,提高人力资源管理能力,是提升国有商业银行核心竞争力的当务之急和根本途径。国有商业银行人力资源管理创新,第一,要变传统的人事管理为现代化的人力资源管理;第二,要建立符合现代企业制度的用人机制,不断调整优化员工结构,推行员工等级制;第三,要建立健全科学的教育培训体系和机制,树立正确的“人财观”,培训一专多能的复合型人才;第四,要建立科学的绩效考核体系和多元化的薪酬体系,实现薪酬的内部公平;第五,要打造“以人为本”的企业文化,增强凝聚力,激发员工潜力,实现国有商业银行和员工的共同发展。     

物流企业品牌竞争力提升路径研究

现代物流业在国民经济建设发展中日益展现出重要的作用。作为具有典型服务型企业特征的物流企业,必须重视其品牌竞争力的提升,通过品牌竞争力获得竞争优势,促进物流企业成长,促进现代物流业的快速发展。     

中小企业核心竞争力研究

本文从核心竞争力的内涵着手,分析了中小企业核心竞争力的现状,提出了构建中小企业核心竞争力的策略。