淺談今麥郎品牌戰略 摘要：隨著中國快速消費品市場的快速增長，我國現已成為世界方便面產銷第一大國，方便面市場連續多年，都表現出良好的增長態勢。“康師傅”“統一”牢牢占據著城市市場，“華龍”也穩居農村市場的老大，然而“康師傅”、“統一”等大品牌，大有大舉滲透農村市場的傾向。前有大鱷，后有豺狼，巨大的危機感迎面襲來，讓華龍感到由衷地不安。如何鞏固華龍在方便面市場前幾名的地位？如何甩開競爭對手，拉近與品牌大鱷的距離？華龍到了二次創業的關頭，急需完成戰略轉型和品牌升級。 關鍵詞： 競爭對手； 二次創業； 戰略轉型; 品牌升級 Brand Strategy of Jinmailang Abstract: With the rapid growth of fast moving consumer goods market, China has become a world superpower production and marketing of instant noodles, instant noodle market for many years, have shown good growth. "Master Kong" and "unification" firmly occupied the urban market, "Hua" is also retaining its position as boss of rural markets, but the "Master Kong" and "reunification" and other big brands, a great tendency to aggressively penetrate the rural market. Predators before and after a wolf, a huge sense of crisis head-on hit, so Hualong am sincerely disturbed. Hualong in the instant noodle market to consolidate the status of the top few? How to throw off rivals, the distance between them and the brand predators? Hualong to the second pioneering moment, the urgent need to complete the strategic transformation and upgrade the brand. Key words: competitors; second venture; strategic transformation; brand upgrade
