蒙牛乳业集团提案
论文作者:www.51lunwen.org论文属性:作业 Assignment登出时间:2016-04-01编辑:anne点击率:9643
论文字数:1773论文编号:org201603301031344480语种:英语 English地区:比利时价格:免费论文
关键词:蒙牛乳业集团提案中国品牌
摘要:蒙牛乳业集团是中国领先的日记制造商之一。它成立于1999年,在内蒙古呼和浩特市,中国总部驻扎。
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蒙牛乳业集团主要生产五大类产品─液态奶,酸奶,冰淇淋,奶粉和奶酪。它有200多个具体产品。现在,蒙牛乳业集团已在中国的15个省份,达到600万吨的年生产能力设立了20个生产基地。蒙牛已成立了3000多个收奶站,拥有300万奶农的合同关系。它在中国市场的日记已经占据了18.8%和蒙牛的产品出口到美国,加拿大,蒙古共和国,香港,澳门等东南亚国家由于以优良的品质。到目前为止,蒙牛乳业集团的总资产已经达到10个十亿人民币。
Mengniu Diary Group is one of the leading Chinese diary manufacturers. It was established in 1999 and headquartered in Hohhot, Inner Mongolia, China. Mengniu Diary Group mainly produced five categories products ─ liquid milk, yogurt, ice cream, dry milk and cheese. And it has more than 200 specific products. Now Mengniu Dairy Group has set up over 20 production bases in 15 provinces of China and the annual production capacity of reaches 6 million metric tons. Mengniu has set up over 3,000 milk collection depots and has contract relations with 3 million dairy farmers. It has occupied 18.8% in Chinese diary market and the products of Mengniu are exported to America, Canada, Mongolia Republic, HongKong, Macao and other South East Asian countries due to the excellent quality. So far, the total asset of Mengniu Diary Group has reached to 10 billion RMB.
虽然蒙牛经过几十年的发展,取得了一定的成功,仍有一些需要解决的一些问题。首先,作为一个中国品牌的日记,蒙牛乳业在消费者信得过的弱点,由于三聚氰胺事件。在2008年,谁喝牛奶的婴儿众多,是由三鹿集团取得被诊断为肾结石。经过调查,人们发现,三鹿毒奶粉含有造成肾结石的三聚氰胺。在此之后,由中国日记厂商,包括伊利,蒙牛,光明等数所产生的奶粉,被发现含有三聚氰胺。此事件引起有关中国乳制品的安全问题。它损害了中国制造商的声誉。中国乳制品被许多国家禁止。而最近的研究发现,近70%的中国人都害怕购买中国品牌的牛奶。消费者不信任中国品牌的日记。Although Mengniu has obtained some success through decades of developments, there are still some issues which need to be solved. Firstly, as a Chinese diary brand, Mengniu Diary has a weakness in consumer trust due to the melamine milk scandal. In 2008, numerous infants who drank milk that was made by Sanlu Group were diagnosed with kidney stones. After investigation, it was found out that Sanlu milk contained melamine which caused kidney stones. After that, the milk powder that produced by numbers of Chinese diary manufacturers, including Yili, Mengniu, Bright, etc., were found to be contaminated with melamine. This incident aroused concerns about the safety of Chinese dairy products. It damaged the reputation of Chinese manufacturers. Chinese dairy products were forbidden by many countries. And the recent research found that almost 70% Chinese were afraid of buying Chinese brand milk. Consumers do not trust Chinese diary brand.
Another issue is that Mengniu need to increase competitiveness. Mengniu has not occupied enough market shares so far. The competition in Chinese dairy market is very fierce. There are lots of Chinese brands that produced the similar products such as Yili, Bright, Yashili and so on. Within those competitors, Yili Group is the biggest competitor which owns the largest market shares in China. Mengniu also needs to compete with foreign brands such as Oldenburger, Anchor, etc. Therefore, Mengniu should pay attention to improving taste, quality, and nutritive value and so forth to enhance competitiveness.
The last issue is quality control. The quality problem of Mengniu products has been reported several times in recent years. For instance, it reported that coliform group of Mengniu ice cream exceeded the limitation in 2011. In 2012, approximately 70 students in Guizhou province had food poisoning after drinking Mengniu milk. Those incidents were harmful to corporate image and performance. That Mengniu does not have an excellent internal control
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