饮料行业:硝烟弥漫的战国时代

发布时间：2018-01-03 04:36

本文关键词：饮料行业:硝烟弥漫的战国时代　出处：《声屏世界·广告人》2014年11期 　论文类型：期刊论文

【摘要】：正作为大众消费品的一个重要分支,饮料行业的发展映射着社会经济发展的状况,从80年代起步,伴随着中国经济的变革与飞速跃进,在发展的快车道上急速前行,用20年的时间,历经了饮料发展的5次浪潮,根据消费者的需求不断地进行市场细分和复合,保持年均30%的增长速度。但随着跨行跨界的大量企业资本涌入饮料行业,竞争不断加剧,行业内产能过剩、降价促销等现象频繁出现,种种迹象都显示出,饮料行业快速奔跑的阶段已经结束了。行业发展正趋向于回归更理性的轨道,2014年上半年,饮料行业增长速度仅为4.4%。马克思在《资本论》里揭示了一个亘古不变的道理,一旦有适当的利润,
[Abstract]:As an important branch of consumer goods, the development of beverage industry reflects the situation of social and economic development, starting from 80s, with the rapid development of the Chinese economy. In the fast track of development, it took 20 years, after five waves of beverage development, according to the needs of consumers to continue to segment the market and compound. Maintain an average annual growth rate of 30%. But as cross-bank cross-border corporate capital pouring into the beverage industry, competition is increasing, industry overcapacity, price promotion and other phenomena occur frequently, all kinds of signs are showing. The fast running phase of the beverage industry is over. The industry is heading back to a more rational track, in the first half of 2014. The beverage industry is growing at a rate of only 4.4%. Marx revealed in "Capital" an everlasting truth that once there is a proper profit,
【作者单位】：金鹃广告股份有限公司策略中心;
【分类号】：F426.82;F713.8
【正文快照】： 作为大众消费品的一个重要分支,饮料行业的发展映射着社会经济发展的状况,从80年代起步,伴随着中国经济的变革与飞速跃进,在发展的快车道上急速前行,用20年的时间,历经了饮料发展的5次浪潮,根据消费者的需求不断地进行市场细分和复合,保持年均30%的增长速度。但随着跨行跨界的

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