冰淇淋市场的竞争案例（The competition case in ice cream market）.doc

冰淇淋市场的竞争案例（The competition case in ice cream market） Ice cream hot war harder than hard -- China ice cream market competition case For years, Chinas ice cream market has been summed up in four words: price and blood. Brand campaign sound, taste update multiterminal; The capital ship broke the waves. In yili, and road snow, such as nestle dairy giant to speed up the building of the national market at the same time, mengniu and other flank a batch of new army began to surprise in the market, the ice cream industry a new round of shuffle. Over the years, the incessant fighting has shown no sign of stopping. Instead, the fight between businesses has intensified. Overall, there are four development trends in ice cream market: from advertising to brand war; From a price war to a value war; To move from channel to service; From product wars to capital battles. Look at the ice cream market competition case. 1 from advertising to brand war Famous ice cream companies like road snow and nestle have been rubbing their hands in early march, introducing a new range of ice cream products to the market. A massive marketing campaign was launched, and the upstart mengniu was the first to launch an advertising campaign this year, and the product was not yet on the line. The latest round of war in ice cream markets has already begun. From 2003, CCTV gold grade of the Erie, mengniu, and other enterprises has advertised bidding meeting, has let a person feel in advance, their ice cream enterprises competition has entered the era of brand marketing. Because consumers now buy ice cream, not only the taste, but also the brand. According to a domestic survey, more than half of consumers think yili is the best ice cream brand, with a ratio of 52.2%, and brand reputation is significantly higher than that of competitors. Later, it was followed by road snow and mengniu. As you can see, ice cream is a highly concentrated food category. Taken on March 16, 2003 held in Beijing and road snow product