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洋品牌的中國生意經

洋品牌的中國生意經

Beth Kowitt 2013-06-07
許多品牌到了中國之后就改變了模樣,以迎合中國消費者的口味。好時、必勝客、哈根達斯、奧利奧、百事、唐恩在中國市場的表現證明,愿意花心思討好本地消費者的品牌都能得到豐厚的回報。

????好時公司(Hershey Co.)宣布,將推出一款專為中國市場設計的新糖果品牌——悠漫(Lancaster)。這是該公司首次在美國之外的市場創建一個品牌。對于來自賓夕法尼亞的巧克力制造商好時來說,這是一種全新的策略(同時也是它能否實現截止2017年銷售額達到100億美元的目標的關鍵所在),但其實這種做法早已不再新鮮。許多進入中國市場的餐飲服務公司與消費類產品都直接迎合當地的口味。外國食品公司要想在中國市場取得成功,必須對品牌作出更多修改和調整。以下是其他在中國取得成功的公司。

????Hershey Co. has announced a new candy brand called Lancaster that is designed explicitly for the Chinese market. It's the first time the company has ever started a brand outside the U.S. Though it's a new strategy for Hershey (and certainly key to its goal of reaching $10 billion in sales by 2017), the Pennsylvania-based chocolate maker is in good company. Plenty of other food service and consumer products have approached China—a market that often requires more brand alterations and tweaking than others to guarantee success—with a direct appeal to local tastes. Here's how others have made the leap.

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