丹夫集团品牌建设与管理案例研究

Study on the Case of Brand Construction and Management of DANCO Group

我国烘焙食品行业竞争激烈,烘焙食品消费市场需求个性化日益加大,出现了明显的两极分化。随之而来的是行业集中度的加大和品牌竞争的白热化。漳州本土企业——丹夫集团历时十年,成为我国烘焙食品行业的标杆。公司自成立以来持续推动产品的创新及研发,不断开发改良出符合中国人口味的产品,使产品具有鲜明的独特性和领先性,在市场中赢得了良好的口碑。探析"丹夫"品牌建设和管理的成功经验,对漳州企业品牌的打造有着一定的启示与激励。

With the increase of domestic consumer market demand for personalized baked food,the baked food industry polarization trend is increasingly obvious,the industry is extremely competitive,industry concentration is further increased,and the brand competition has intensified.Danco.Group,which lasted ten years,has gradually become the benchmark of the baked food industry.Since establishment,the company has continued to promote product innovation and development to meet the Chinese taste.The product has a unique and distinctive superiority,won a good reputation in the market.Study on the successful experience of"Danco"brand has certain inspiration and encouragement to the enterprises in Zhangzhou