Sanlu Brand Development
基于财务视角分析中国飞鹤的发展
Management基于财务视角分析中国飞鹤的发展吴国蕊南平建设集团信达供应链有限公司，福建建阳 354200摘 要：2008年“三鹿牌婴幼儿奶粉”事件发生后，中国奶粉产业深陷信任危机，进口奶粉一度占领绝大部分市场份额。
为振兴奶业，提振消费者信心，我国出台了《关于进一步加强婴幼儿配方乳粉质量安全工作的意见》《乳制品质量安全提升行动方案》等一系列文件，经过13 年的发展，我国奶粉质量安全水平得到大幅度提高，抽检合格率位于食品之首；2021年中国飞鹤创造了营收超过200 亿元的好成绩，成为中国婴幼儿配方奶粉市场的龙头企业。
本文从财务视角分析中国飞鹤的偿债能力、营运能力、盈利能力和发展能力，提出提高资金利用率、存货周转率、总资产增长率等进一步发展的建议。
关键词：奶粉行业；中国飞鹤；财务；分析；发展文章编号：1671-4393（2022）09-0002-05 DOI:10.12377/1671-4393.22.09.010 引言2008年的“三鹿牌婴幼儿奶粉”事件重创了我国消费者对乳制品的消费信心，但经过13年的发展，消费者、乳品企业、监管层面对于中国婴幼儿配方奶粉（简称“婴配粉”）的监管力度愈发严格，根据国家统计局数据显示，2020年和2021年婴配粉抽检合格率分别为99.89%和99.88%。
中国飞鹤有限公司（简称“中国飞鹤”）也在13 年中获得了发展的好机会，成为中国奶粉行业的龙头企业。
中国飞鹤以“更适合中国宝宝体质”为定位，以“五十多年安全零事故”为依托，为产品做出了安全承诺，为重构中国消费者心智迈出了第一步。
2019年11月中国飞鹤在港交所成功上市，成为中国历史上首发市值最大的奶粉企业，荣膺国产婴配粉的第一品牌。
中国飞鹤是中国优秀奶粉企业的典型代表。
通过分析中国飞鹤的财务状况，能够更加直观地体现企业的发展状况和存在问题。
因此本文基于财务视角分析数据，为中国飞鹤提供一些合理的建议，也通过分析中国飞鹤的发展，为其他中国奶粉企业提供借鉴和启发。
英文版策划案Sanlu
McCANN-ERICKSON GUANGMING
Category Development
Category Definition
Consumers categorize drinks into five main categories:
Drinks Nutritional based
Dairy-Based
Beverage 3320
Dairy 2722
+14%
Dairy : - Liquid Milk - Yoghurt drinks - Lactic Acid Drinks (Artificial)
McCANN-ERICKSON GUANGMING
Category Development
Market Size ( Dairy)
Category development
Market Size (all drinks)
Million liters
7000
6000 5000 4000 3000 2000 1000 0 1997 1998
Beverage 2950 Dairy 2380
+12%
Beverage : - Juice-based drinks - RTD Tea - Vegetable Protein drinks - Soya Bean milk - Others (exclude water & CSD)
Liquid Milk
98E
Yoghurt drinks
LAD 2722
McCANN-ERICKSON GUANGMING
1 - Category Review & Analysis
Regional development
产品生命周期 实例 ppt精品文档
Between 1980 and 1985, is a comprehensive enterprise development for six years. Enterprise various economical index, fixed asset investment growth, taking multiple modern scale, initially formed from cows raised to dairy products processing comprehensive one-stop production. In 1984, milk factory was renamed "approved" dairy company. Shijiazhuang,
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Page 2
SanLu history
SanLu interpretation： Deer, good wisdom, mechanism and brave, auspicious and vigorous, has enjoyed the legend about the deer, also has a lot of. In shijiazhuang, the east is the west has won a deer, south of deer. Also, every place has a beautiful legend, shijiazhuang, which is located in the central SanLu SanLu essence, take SaLu, SanLu group also SanLu borrow the elves. According to the historical reason hou "yue:" qin the deer. All the altogether." The deer person.。
品牌升级的原因与途径（Reasonsandwaysofbrandupgrading）
品牌升级的原因与途径（Reasons and ways of brand upgrading）"Brand" is a name, term, symbol or design, or combination of them, its purpose is to identify a particular seller or group of sellers of products or services, products and services from making it with the competitors. Brand is the embodiment of the core value of products or enterprises. It is the resolution of customers' identification of goods, the guarantee of product quality and reputation, and the intangible assets that bring sustainable profits for enterprises. Brand upgrading is the precision of brand positioning, the sublimation of brand concept, the increase of popularity and reputation, and the promotion of brand value. In the process of brand management, brand promotion is a Kaner business growth process, after careful brand experience upgrading decision-making, enterprises will cocoon into a butterfly, beyond the self, to become more perfect and powerful.Reasons for brand upgradingBrand growth and evolution is the development law of brand upgradingFrom the brand life cycle, brands, like animals and plants, will experience a process of start-up, growth, maturity and decline / upgrade. From the brand marketing positioning, design, test to enter the market, promotion, accumulated a certain brand assets, and then grow step by step until the final flourish, brand aging, needs upgrading, this whole process is a process of brand promotion and renewal.From the development path of brand, a brand from scratch, fromweak to strong, it is brand building and nurturing direction. The growth path of many well-known brands in China are small and medium-sized manufacturing enterprises to technological innovation advantage from low cost advantage, and gradually enhance the capability of independent innovation and accelerate the construction of independent brands, to realize the construction of independent brands from OEM production, from the unknown brand to a famous brand, famous brand from a regional brand to the world, from low-end to high-end brand brand upgrade.From the perspective of the evolution of brands, brands advance and evolve in self adaptation, self reproduction, and self denial. The brand is a brand new face of self adapt to consumer demand and changing market environment to adapt and keep pace with the times, such as technology and knowledge with high content of IT industry hardware upgrades and software upgrade. Brand self reproduction is the use of brand integration advantages to counter competition, brand extension, play the scale effect of brand. Brand self denial is the brand repositioning when brand preference falls straight from the extreme peak in environmental change.Market demand change and competition homogenization are the external impetus of brand upgradingDemand changes, survival of the fittest. For the vast majority of enterprises, the establishment of enterprise brand is accompanied by the creation of enterprises. Due to the lack of its own resources and market environment of high uncertainty and enterprises, the creation of corporate brand is often nonsystem, unconscious, lack of foresight, when companies need two time venture across the development step, the existing enterprise brand competitiveness may be weakened, the brand from the external performance and internal tension could not keep pace with the times. The brand level is low, unable to support the future development of enterprises. The biggest problem faced by enterprises is to inject fresh blood into the brand, to achieve brand upgrading, to improve their competitive position in the industry, to obtain more differentiated value.In a mature market, product homogeneity, brand competition is everywhere, rapid follow up to imitate, the consumer brand loyalty, trust and reduce competition to purchase the brand products, the brand's market share declined. In this situation of competition homogenization, it is better to change the product appeal, enhance the technical content, upgrade the brand personality, and seize the blue ocean survival space, instead of dying in the red sea of price competition.Brand image blur and even encounter brand crisis is the inherent pressure of brand upgradingA successful brand should have a clear brand image. The brand positioning is not accurate, the brand image is not prominent, the idea of demand is vague, or the brand is lack of dissemination and promotion, if not upgraded in time, it will be ignored by the market, lose the meaning of existence.Raza Lars, chairman and CEO of Ogilvy & Mather, believes that the brand positioning of some Chinese tycoons in monopoly is rather vague, the core content of the brand is quite coincident,and the brand personality is rather obscure. If you ask a consumer's "the Great Wall" of Sinopec lubricating oil and oil in the "Kunlun" lubricating oil two, who is the China Antarctic ice expedition team sponsor, who is the "Shenzhou flying" CCTV news broadcast advertising time about 20000000 yuan buyout, consumers have the memory is ambiguity; they think that "the Great Wall"And "Kunlun" these two kinds of lubricants from the brand personality is not clear-cut, and even no difference between the original.Brand crisis is the enterprises in the development process due to product defects, errors or omissions caused by the management of sudden credit crisis, reflects the public distrust of the brand increase, brand reputation suffered a serious blow, a sharp decline in product sales, brand facing exit the market risk. For example: "pot King Hu master smokeless false propaganda events", "LG air-conditioning renovation of the incident", P & G "SK-II events", "Nestle iodine, exceed the standard event" shocked "Sanlu milk powder". Facing the brand crisis, only the whole staff concentric, correct attitude, active communication, rapid processing, careful improvement, can save the brand at the bottom, turn crisis into machine.Ways of brand upgradingImprove brand intrinsic qualityQuality is the core of the brand, quality assurance is the premise of brand upgrading, scientific and technologicalinnovation, product innovation and service innovation is the source to enhance the brand charm. Only through market research, accurately grasp the changes in consumer demand, accelerate new product development, so I have no people, I have gifted, gifted people I turn; service innovation embodied humanistic care, to highlight the details of winning, enhance the perceived value, to inject new vitality into the brand, creating famous brand.South Korea's Samsung Electronics was founded in 1969, initially just a OEM and buy foreign chip assembly of ordinary electronic products company, but in a short period of ten years, Samsung mastered the core technology ability strong, the design capacity has reached the world level, in the United States in 2003 to obtain patents as high as 1313, patent the number of ranks ninth in the world. In 2007, Samsung's brand value has reached $16 billion 800 million, ranking twenty-first in the world's best brand, more than its old enemy SONY. Samsung brand has grown into the world's top brand. It is technological innovation and product upgrading that drive Samsung's brand upgrade.Provide value-added services, innovative service content is also the main item for the brand bonus points. The use of software, customer relationship management of large call center to provide pre-sale, sale and customer service service; many companies to provide online self-help service through the network; providing package services, free drinks and food service barber shop is high-grade (a hair perm may need 4 to 6 hours); the street light box advertising, the customer from the beauty staff took a cup of coffee, the narrator "here is not Starbucks, here is the location of XX hospital" enough tomake people aware of this private hospital.Upgrade the external image of brandThe ways of upgrading brand external image include adjusting brand attributes, changing brand appearance, highlighting the fist products and upgrading the business image.Adjust the brand property is the re positioning of the target market, according to the characteristics of competition and target consumers, focus on the target consumer's psychological feeling, the overall image of the brand, product design and brand communication value attribute. Marlboro is the most classic example: originally characterized as female Marlboro cigarettes, but the market is not optimistic, then adjust the qualitative design look deep, bold, fingers Marlboro cowboy image, so from the Marlboro feminine women smoke cigarette brand became manly, sales surge.To change the brand appearance is to upgrade the brand name, logo, package, spokesperson and so on, so as to make the personality distinct,Easy to identify and bear the concept of corporate culture. In mid 1990s, Pepsi Cola in order to rebuild the brand image, the challenge of "red" Coca-Cola, decided to give up the red white and blue packaging hue, and unified with the "blue" packaging, using a variety of media and publicity. In fact, this blue packaging deepened the visual recognition of consumers of Pepsi Cola, effectively established brand differences with competitors, strengthen the brand image, and further improvethe market position of pepsi.Building products, is to highlight the brand image. CMG electronic company is a production and sales of anti-theft alarm products in small and medium enterprises, through the ISO9002 international quality system certification, the formation of a large product more than 80 series product lineup. Because the product line is too long, no prominent fist product, the product selling point is not clear, the appeal is fuzzy, lack of popularity and reputation, the enterprise in the growth into confusion. In 2003, the brand planning agency suggested that the company is faced with domestic banks, warehouse alarm market has been foreign brands to seize the present situation and the domestic real estate market was heating up, the emergence of a large number of high-grade community opportunities, the corporate brand focusing on "create a perfect living space", in the matrix of the more than 80 series of products for 3 as household alarm products, concentrated, focused on publicity, and strive to create the domestic household alarm preferred brand ", after the performance of the company greatly increased, as Chinese security productswell-known brands in the industry.Upgrading the business image is to enrich the brand connotation, adjust the brand strategy and develop new market on the basis of the original. Today, the 20~30 year old fashion youth is the most influential consumer groups, McDonald's western fast-food culture can meet their needs. However, in the slide, McDonald's toys and McDonald's uncle built children's Park and the image of their misfits. Therefore, McDonald's upgrade business image in 2003, around the "cool" and "own" and "old" and other youngpeople respected the concept of brand promotion by Lee Hom wrote and sang with hip-hop music "I love" theme, launched the "I love" advertising language, basic color advertising posters and staff clothing are replaced with stylish black; brand advertising, McDonald's has also launched a series of "super cool" promotional activities, for example, as long as the waiter said loudly "I love you" or "I'm lovin'it", you can receive the cylinder ice cream; such as "M-Zone" an alliance, and jointly launched a series of "my site, I love" and "communication + snack" collaborative marketing activities, sharing of young customer groups.Expanding the area of brand communicationExpand the brand communication area is the integrated use of advertising, public relations, sales network, interpersonal relationship, brand communication, brand communication to broaden the channels, improve brand communication frequency and effect, build brand culture and brand association, so as to improve brand awareness, expand the brand influence, to achieve effective docking brand and target market, promote market sales. Advertising and public relations are the main forms of brand information communication, and the proper choice of media and events is the key to the communication effect. The use of network platform is to make the brand information by the Internet search engine to numerous Internet users in front.Samsung makes full use of the Olympic Games to deliver brand information to the world and enhance its brand image. 20 years ago, the image of Samsung Electronics in the eyes of consumers is low price, low quality, imitation, and was very influentialin the SONY far, Chinese brand reputation as Haier and lenovo. As mentioned earlier, Samsung has improved its quality through innovation, but there is a certain lag in the dissemination of brand information, and the outstanding feature of the Olympic marketing is that the audience is widely and deeply involved. So, from 1988 to 1997 to sponsor the Seoul Olympics after entering the Olympic sponsorship and TOP sponsorship of the Olympic Winter Games and the Olympic Games, Samsung makes its own brand with high levels of athletes together,In the largest range, let those who love sports, advocate healthy life of people understand Samsung, so that consumers produce Samsung is "world-class" impression, which has a great help to enhance the brand image.Advertising, especially the celebrity endorsement, strengthens the dense advertising of the potential media, which can always create the brand legend. Jieliya once a well-known brand in 2002 jieliya towel towel, towel accounted for only less than one percent market share. After 2007, Xu Jinglei endorsement jieliya towel advertising began to frequently appear in the CCTV 1, 2, 3, 5, 8. In the first 10 months, the advertising investment reached about 70000000, accounting for more than 90% of the total investment in the towel industry. Jieliya brand value in 2007 surged to 1 billion 667 million yuan, the market share from 20% to 32%, has become a leader in the towel industry, realized from regional brands to national brands to upgrade.Extend brand coverageThe scope of extended brand is to expand the scale through brand extension and brand chain operation, expand the impact, and achieve brand capital appreciation. A study of larger sales for American supermarkets shows that successful brands over the last ten years have 2/3 as an extended brand, not a new brand. Brand extension has become the core of brand strategy of western enterprises, including upward, downward and horizontal extension. Extending upward, that is, adding high-grade products on the product line, so that the product into the high-end market. In the last century in the late Luzhou Lao Jiao is the liquor industry in the low-end second tier brands, to achieve brand upgrade, they all power to the "1573 focused companies, the Ming Dynasty national treasure wine cellar pool" as the core value, the successful launch of the "Guo Jiao 1573" which is a high-end brand in the high-end market, set up a strategic fulcrum, many times increase in value return under the slogan, the transformation under the Laojiao Tequ, pulled up and the hundred years old cellar, Luzhou classic in the low-end brand value, enable the company to return to the liquor industry's first enterprise.Downward, increasing low grade products in the product line, the high-end brand reputation, attract the purchasing power of low levels of customers attracted buy this brand in the low-end and cheap products, expand market share. If the original brand is a well-known brand, this extension is easy to damage the reputation of famous brands, the risk is great. The lateral extension is applied to a variety of single brand products. A series of products or series of brands, such as Nestle coffee after brand extension, the formation of baby milk powder, condensed milk, lemon tea, ice cream and other products are verypopular, the Haier refrigerator to the washing machine, electric water heater industry into success.The implementation of brand operation is through the development of brand strategy alliance, trademark licensing, absorbing franchise members, mergers and acquisitions, the success of the brand further create profits, the added value of mining brand, is the highest level of brand upgrade. Such as the Lenovo acquisition of IBM's personal computer business, BenQ's acquisition of SIEMENS's mobile phone business, Quanjude direct chain, Hengyuanxiang trademark licensing, they take to achieve the expansion of production scale, collectivization, internationalization and diversification.。
企业信用报告_上海三禄贸易有限公司
上海三禄贸易有限公司
基础版企业信用报告Fra bibliotek目录一、企业背景 .........................................................................................................................................................5 1.1 工商信息 ......................................................................................................................................................5 1.2 分支机构 ......................................................................................................................................................5 1.3 变更记录 ......................................................................................................................................................5 1.4 主要人员 ......................................................................................................................................................7 1.5 联系方式 ......................................................................................................................................................7
北京三露实业有限公司介绍企业发展分析报告
Enterprise Development专业品质权威Analysis Report企业发展分析报告北京三露实业有限公司免责声明:本报告通过对该企业公开数据进行分析生成，并不完全代表我方对该企业的意见，如有错误请及时联系;本报告出于对企业发展研究目的产生，仅供参考，在任何情况下，使用本报告所引起的一切后果，我方不承担任何责任:本报告不得用于一切商业用途，如需引用或合作，请与我方联系:北京三露实业有限公司1企业发展分析结果1.1 企业发展指数得分企业发展指数得分北京三露实业有限公司综合得分说明：企业发展指数根据企业规模、企业创新、企业风险、企业活力四个维度对企业发展情况进行评价。
该企业的综合评价得分需要您得到该公司授权后，我们将协助您分析给出。
1.2 企业画像类别内容行业化学原料和化学制品制造业-日用化学产品制造资质一般纳税人产品服务销售日用化妆品、粘合剂、合成洗涤剂；制造1.3 发展历程2工商2.1工商信息2.2工商变更2.3股东结构2.4主要人员2.5分支机构2.6对外投资2.7企业年报2.8股权出质2.9动产抵押2.10司法协助2.11清算2.12注销3投融资3.1融资历史3.2投资事件3.3核心团队3.4企业业务4企业信用4.1企业信用4.2行政许可-工商局4.3行政处罚-信用中国4.4行政处罚-工商局4.5税务评级4.6税务处罚4.7经营异常4.8经营异常-工商局4.9采购不良行为4.10产品抽查4.11产品抽查-工商局4.12欠税公告4.13环保处罚4.14被执行人5司法文书5.1法律诉讼（当事人）5.2法律诉讼（相关人）5.3开庭公告5.4被执行人5.5法院公告5.6破产暂无破产数据6企业资质6.1资质许可6.2人员资质6.3产品许可6.4特殊许可7知识产权7.1商标7.2专利7.3软件著作权7.4作品著作权7.5网站备案7.6应用APP7.7微信公众号8招标中标8.1政府招标8.2政府中标8.3央企招标8.4央企中标9标准9.1国家标准9.2行业标准9.3团体标准9.4地方标准10成果奖励10.1国家奖励10.2省部奖励10.3社会奖励10.4科技成果11土地11.1大块土地出让11.2出让公告11.3土地抵押11.4地块公示11.5大企业购地11.6土地出租11.7土地结果11.8土地转让12基金12.1国家自然基金12.2国家自然基金成果12.3国家社科基金13招聘13.1招聘信息感谢阅读:感谢您耐心地阅读这份企业调查分析报告。
深圳叁色酒业有限公司介绍企业发展分析报告
Enterprise Development专业品质权威Analysis Report企业发展分析报告深圳叁色酒业有限公司免责声明:本报告通过对该企业公开数据进行分析生成，并不完全代表我方对该企业的意见，如有错误请及时联系;本报告出于对企业发展研究目的产生，仅供参考，在任何情况下，使用本报告所引起的一切后果，我方不承担任何责任:本报告不得用于一切商业用途，如需引用或合作，请与我方联系:深圳叁色酒业有限公司1企业发展分析结果1.1 企业发展指数得分企业发展指数得分深圳叁色酒业有限公司综合得分说明：企业发展指数根据企业规模、企业创新、企业风险、企业活力四个维度对企业发展情况进行评价。
该企业的综合评价得分需要您得到该公司授权后，我们将协助您分析给出。
1.2 企业画像类别内容行业酒、饮料和精制茶制造业-饮料制造资质空产品服务是：，许可经营项目是：酒类、预包装食品的1.3 发展历程2工商2.1工商信息2.2工商变更2.3股东结构2.4主要人员2.5分支机构2.6对外投资2.7企业年报2.8股权出质2.9动产抵押2.10司法协助2.11清算2.12注销3投融资3.1融资历史3.2投资事件3.3核心团队3.4企业业务4企业信用4.1企业信用4.2行政许可-工商局4.3行政处罚-信用中国4.4行政处罚-工商局4.5税务评级4.7经营异常4.8经营异常-工商局4.9采购不良行为4.10产品抽查4.11产品抽查-工商局4.12欠税公告4.14被执行人5司法文书5.1法律诉讼（当事人）5.2法律诉讼（相关人）5.3开庭公告5.4被执行人5.5法院公告5.6破产暂无破产数据6企业资质6.1资质许可6.2人员资质6.3产品许可6.4特殊许可7知识产权7.1商标信息最多显示100条记录，如需更多信息请到企业大数据平台查询7.2专利7.3软件著作权7.4作品著作权7.5网站备案7.6应用APP7.7微信公众号8招标中标8.1政府招标8.2政府中标8.3央企招标8.4央企中标9标准9.1国家标准9.2行业标准9.3团体标准9.4地方标准10成果奖励10.1国家奖励10.2省部奖励10.3社会奖励10.4科技成果11土地11.1大块土地出让11.2出让公告11.3土地抵押11.4地块公示11.5大企业购地11.6土地出租11.7土地结果11.8土地转让12基金12.1国家自然基金12.2国家自然基金成果12.3国家社科基金13招聘13.1招聘信息感谢阅读:感谢您耐心地阅读这份企业调查分析报告。
深圳市三只狼贸易有限公司介绍企业发展分析报告
Enterprise Development专业品质权威Analysis Report企业发展分析报告深圳市三只狼贸易有限公司免责声明:本报告通过对该企业公开数据进行分析生成，并不完全代表我方对该企业的意见，如有错误请及时联系;本报告出于对企业发展研究目的产生，仅供参考，在任何情况下，使用本报告所引起的一切后果，我方不承担任何责任:本报告不得用于一切商业用途，如需引用或合作，请与我方联系:深圳市三只狼贸易有限公司1企业发展分析结果1.1 企业发展指数得分企业发展指数得分深圳市三只狼贸易有限公司综合得分说明：企业发展指数根据企业规模、企业创新、企业风险、企业活力四个维度对企业发展情况进行评价。
该企业的综合评价得分需要您得到该公司授权后，我们将协助您分析给出。
1.2 企业画像类别内容行业批发业资质空产品服务是：电子产品销售；通讯设备销售；服装服饰1.3 发展历程2工商2.1工商信息2.2工商变更2.3股东结构2.4主要人员2.5分支机构2.6对外投资2.7企业年报2.8股权出质2.9动产抵押2.10司法协助2.11清算2.12注销3投融资3.1融资历史3.2投资事件3.3核心团队3.4企业业务4企业信用4.1企业信用4.2行政许可-工商局4.3行政处罚-信用中国4.4行政处罚-工商局4.5税务评级4.6税务处罚4.7经营异常4.8经营异常-工商局4.9采购不良行为4.10产品抽查4.11产品抽查-工商局4.12欠税公告4.13环保处罚4.14被执行人5司法文书5.1法律诉讼（当事人）5.2法律诉讼（相关人）5.3开庭公告5.4被执行人5.5法院公告5.6破产暂无破产数据6企业资质6.1资质许可6.2人员资质6.3产品许可6.4特殊许可7知识产权7.1商标7.2专利7.3软件著作权7.4作品著作权7.5网站备案7.6应用APP7.7微信公众号8招标中标8.1政府招标8.2政府中标8.3央企招标8.4央企中标9标准9.1国家标准9.2行业标准9.3团体标准9.4地方标准10成果奖励10.1国家奖励10.2省部奖励10.3社会奖励10.4科技成果11土地11.1大块土地出让11.2出让公告11.3土地抵押11.4地块公示11.5大企业购地11.6土地出租11.7土地结果11.8土地转让12基金12.1国家自然基金12.2国家自然基金成果12.3国家社科基金13招聘13.1招聘信息感谢阅读:感谢您耐心地阅读这份企业调查分析报告。
深圳市叁优品商贸有限公司介绍企业发展分析报告
Enterprise Development专业品质权威Analysis Report企业发展分析报告深圳市叁优品商贸有限公司免责声明:本报告通过对该企业公开数据进行分析生成，并不完全代表我方对该企业的意见，如有错误请及时联系;本报告出于对企业发展研究目的产生，仅供参考，在任何情况下，使用本报告所引起的一切后果，我方不承担任何责任:本报告不得用于一切商业用途，如需引用或合作，请与我方联系:深圳市叁优品商贸有限公司1企业发展分析结果1.1 企业发展指数得分企业发展指数得分深圳市叁优品商贸有限公司综合得分说明：企业发展指数根据企业规模、企业创新、企业风险、企业活力四个维度对企业发展情况进行评价。
该企业的综合评价得分需要您得到该公司授权后，我们将协助您分析给出。
1.2 企业画像类别内容行业批发业-纺织、服装及家庭用品批发资质空产品服务是：电子产品、塑料制品、数码产品、服装服1.3 发展历程2工商2.1工商信息2.2工商变更2.3股东结构2.4主要人员2.5分支机构2.6对外投资2.7企业年报2.8股权出质2.9动产抵押2.10司法协助2.11清算2.12注销3投融资3.1融资历史3.2投资事件3.3核心团队3.4企业业务4企业信用4.1企业信用4.2行政许可-工商局4.3行政处罚-信用中国4.4行政处罚-工商局4.5税务评级4.6税务处罚4.7经营异常4.8经营异常-工商局4.9采购不良行为4.10产品抽查4.11产品抽查-工商局4.12欠税公告4.13环保处罚4.14被执行人5司法文书5.1法律诉讼（当事人）5.2法律诉讼（相关人）5.3开庭公告5.4被执行人5.5法院公告5.6破产暂无破产数据6企业资质6.1资质许可6.2人员资质6.3产品许可6.4特殊许可7知识产权7.1商标7.2专利7.3软件著作权7.4作品著作权7.5网站备案7.6应用APP7.7微信公众号8招标中标8.1政府招标8.2政府中标8.3央企招标8.4央企中标9标准9.1国家标准9.2行业标准9.3团体标准9.4地方标准10成果奖励10.1国家奖励10.2省部奖励10.3社会奖励10.4科技成果11土地11.1大块土地出让11.2出让公告11.3土地抵押11.4地块公示11.5大企业购地11.6土地出租11.7土地结果11.8土地转让12基金12.1国家自然基金12.2国家自然基金成果12.3国家社科基金13招聘13.1招聘信息感谢阅读:感谢您耐心地阅读这份企业调查分析报告。
南昌三英服装销售有限公司介绍企业发展分析报告
Enterprise Development专业品质权威Analysis Report企业发展分析报告南昌三英服装销售有限公司免责声明:本报告通过对该企业公开数据进行分析生成，并不完全代表我方对该企业的意见，如有错误请及时联系;本报告出于对企业发展研究目的产生，仅供参考，在任何情况下，使用本报告所引起的一切后果，我方不承担任何责任:本报告不得用于一切商业用途，如需引用或合作，请与我方联系:南昌三英服装销售有限公司1企业发展分析结果1.1 企业发展指数得分企业发展指数得分南昌三英服装销售有限公司综合得分说明：企业发展指数根据企业规模、企业创新、企业风险、企业活力四个维度对企业发展情况进行评价。
该企业的综合评价得分需要您得到该公司授权后，我们将协助您分析给出。
1.2 企业画像类别内容行业零售业-综合零售资质空产品服务空1.3 发展历程2工商2.1工商信息2.2工商变更2.3股东结构2.4主要人员2.5分支机构2.6对外投资2.7企业年报2.8股权出质2.9动产抵押2.10司法协助2.11清算2.12注销3投融资3.1融资历史3.2投资事件3.3核心团队3.4企业业务4企业信用4.1企业信用4.2行政许可-工商局4.3行政处罚-信用中国4.4行政处罚-工商局4.5税务评级4.7经营异常4.8经营异常-工商局4.9采购不良行为4.10产品抽查4.11产品抽查-工商局4.12欠税公告4.14被执行人5司法文书5.1法律诉讼（当事人）5.2法律诉讼（相关人）5.3开庭公告5.4被执行人5.5法院公告5.6破产暂无破产数据6企业资质6.1资质许可6.2人员资质6.3产品许可6.4特殊许可7知识产权7.1商标信息最多显示100条记录，如需更多信息请到企业大数据平台查询7.2专利7.3软件著作权7.4作品著作权7.5网站备案7.6应用APP7.7微信公众号8招标中标8.1政府招标8.2政府中标8.3央企招标8.4央企中标9标准9.1国家标准9.2行业标准9.3团体标准9.4地方标准10成果奖励10.1国家奖励10.2省部奖励10.3社会奖励10.4科技成果11土地11.1大块土地出让11.2出让公告11.3土地抵押11.4地块公示11.5大企业购地11.6土地出租11.7土地结果11.8土地转让12基金12.1国家自然基金12.2国家自然基金成果12.3国家社科基金13招聘13.1招聘信息感谢阅读:感谢您耐心地阅读这份企业调查分析报告。
企业信用报告_南昌市三浦路斯电子商务有限公司
基础版企业信用报告
5.10 司法拍卖..................................................................................................................................................11 5.11 股权冻结..................................................................................................................................................11 5.12 清算信息..................................................................................................................................................11 5.13 公示催告..................................................................................................................................................11 六、知识产权 .......................................................................................................................................................11 6.1 商标信息 ....................................................................................................................................................11 6.2 专利信息 ....................................................................................................................................................12 6.3 软件著作权................................................................................................................................................12 6.4 作品著作权................................................................................................................................................12 6.5 网站备案 ....................................................................................................................................................12 七、企业发展 .......................................................................................................................................................12 7.1 融资信息 ....................................................................................................................................................12 7.2 核心成员 ....................................................................................................................................................12 7.3 竞品信息 ....................................................................................................................................................13 7.4 企业品牌项目............................................................................................................................................13 八、经营状况 .......................................................................................................................................................13 8.1 招投标 ........................................................................................................................................................13 8.2 税务评级 ....................................................................................................................................................13 8.3 资质证书 ....................................................................................................................................................13 8.4 抽查检查 ....................................................................................................................................................13 8.5 进出口信用................................................................................................................................................13 8.6 行政许可 ....................................................................................................................................................14
营销道德案例
企业营销中的道德问题案例三鹿奶粉事件简介●2008年6月28日，位于兰州市的解放军第一医院收治了首例患“肾结石”病症的婴幼儿，据家长们反映，孩子从出生起就一直食用河北石家庄三鹿集团所产的三鹿婴幼儿奶粉。
7月中旬，甘肃省卫生厅接到医院婴儿泌尿结石病例报告后，随即展开了调查，并报告卫生部。
随后短短两个多月，该医院收治的患婴人数就迅速扩大到14名。
●9月11日，除甘肃省外，陕西、宁夏、湖南、湖北、山东、安徽、江西、江苏等地都有类似案例发生。
9月11日晚卫生部指出，近期甘肃等地报告多例婴幼儿泌尿系统结石病例，调查发现患儿多有食用三鹿牌婴幼儿配方奶粉的历史。
经相关部门调查，高度怀疑石家庄三鹿集团股份有限公司生产的三鹿牌婴幼儿配方奶粉受到三聚氰胺污染。
卫生部专家指出，三聚氰胺是一种化工原料，可导致人体泌尿系统产生结石。
当晚，石家庄三鹿集团股份有限公司也发布产品召回声明称，经公司自检发现2008年8月6日前出厂的部分批次三鹿牌婴幼儿奶粉受到三聚氰胺的污染，市场上大约有700吨。
为对消费者负责，该公司决定立即对该批次奶粉全部召回。
●9月13日，党中央、国务院对严肃处理三鹿牌婴幼儿奶粉事件做出部署，立即启动国家重大食品安全事故I级响应，并成立应急处置领导小组。
卫生部党组书记高强在“三鹿牌婴幼儿配方奶粉”重大安全事故情况发布会上指出，“三鹿牌婴幼儿配方奶粉”事故是一起重大的食品安全事故。
三鹿牌部分批次奶粉中含有的三聚氰胺，是不法分子为增加原料奶或奶粉的蛋白含量而人为加入的。
●9月14日，卫生部部长陈竺带领有关司局领导及专家飞抵兰州，针对有关三鹿奶粉事件应急处置工作展开专题调研。
●9月15日，甘肃省政府新闻办召开了新闻发布会称，甘谷、临洮两名婴幼儿死亡，确认与三鹿奶粉有关。
●10月27日，三元股份首次正式承认正与三鹿进行并购谈判。
●12月23日，石家庄市中级人民法院宣布三鹿集团破产。
●12月25日，三元回应三鹿破产：重组方案调整须董事会决定。
产品生命周期实例
浅析日本三丽欧公司的战略管理
可以说，三丽鸥并不仅仅提供一只可爱的小猫，而是为这些喜欢 Kitty 猫的人提供一个机会来营造一个属于他们自己的生活方式。这使得这个品牌具有普通卡通形象或者普通快速消费品无可比拟的广度和深度。Hello Kitty 已经不再是一个形象的名称，而是一种生活态度的象征。这才是 Kitty 猫如此成功的深层原因。 （二）随时随地的行销策略
三丽鸥的联盟比较简单，比如和麦当劳联合起来推销玩偶。因为他的人物缺乏一个连续性的故事，所以三丽鸥在电视、电子游戏和贺卡上的投资很少。三丽鸥还开创了把凯蒂猫和其他卡通形象联合起来的做法。
三丽鸥公司的全球成功之路：
1、采用野心勃勃的品牌扩张策略，在消费者当中产生情感能量。从玩具吸尘器到高端奢侈品，三丽鸥成功创造出了22，000种不同的产品，用情感拴住顾客，并不断培养他们的需求。
公司赚了钱，股价自然也有抢眼的表现，1998年初，三丽鸥的股价仅值600日元，过了8月却张至2000日元，涨了将近有2.4倍之多。1999年的涨势更是凌厉，光在上半年就从开市的1450日元，一路攀升至4000日元，涨幅超过18延伸策略
如今，Kitty 猫已经30多岁了，这对一只猫来说是够老的了。而且在日本这样一个时尚潮流快速更替的市场上一个36岁的卡通品牌要始终保持新鲜的确很不容易。但是三丽鸥却始终能做到和时尚潮流一样快速跟进，对时尚脉搏的感悟及把握是 Kitty 猫成功的关键因素。每个月，Kitty 猫都会有500个新产品上市并且淘汰500个旧产品；它一直在调整自己的产品线，从而使得自己的产品能符合不同的潮流趋势。
中国名牌,请告别狭隘的利益中心论告别狭隘之心作文
中国名牌,请告别狭隘的利益中心论告别狭隘之心作文去年进入冬季以来，央视一套天气预报前的黄金时段总能看到“世界名牌波司登”的电视广告，能享以“世界名牌”之誉的服装品牌，中国目前唯有波司登一家，然而这所谓的“世界名牌”，却是中国人自己评出来的。
自三鹿奶粉事件以后，“世界名牌”的推手――中国名牌战略推进委员会已知趣地中止了持续数年的中国名牌和世界名牌的评选。
值得注意的是，世界名牌的评选必须和产品相结合考核，确切地说，波司登荣获的“世界名牌”之名，是以其羽绒服单品而获评的，而事实上波司登产品线已经延伸到了男装，羽绒服轻而易举地让男装沾到了“世界名牌”的光，如此移花接木的个案对观照中国服装的品牌之道，有着以管窥豹的解读价值――这在中国并不是唯一的案例，而是“普遍”的现象。
一个普通的品牌，由于黄袍加身就摇身而为名牌，这样的路径依赖，堪称中国服装的“盛名之殇”。
中国服装品牌，究竟为谁而“名”？谁又是制造这畸形繁荣的幕后推手？中国名牌，在停止评选后能否真正由市场诞生出新的名牌？Bosideng is the only one brand which could enjoy the world famous in the field of apparel industry, but this so-called world famous has been taken out by Chinese people from their own assessments.Since the Sanlu milk powder case, China Brand Strategy Promotion Committee has to stop the world famous Chinese brand selection which had been continued several years.World famous brand must be combined with the product selection assessment. More precisely, Bosideng won the name of world famous brand for its single-product,down garment. And indeed Bosideng product line has been extended to men wear, now the wholeproduct of Bosideng would use the world famous brand easily. This is not the only case in China, but universal phenomenon in apparel industry.A common brand, could be the full glory as the brand name for suddenly. Who is to create the driving force behind the abnormal prosperity? Chinese famous brand, can really create the new brand by the market after the selections and assessments? Know more details in the story.服装名牌“盛名”下的灰色灾情根据公开的2010年中国驰名商标名录，服装类（第25类）驰名商标多达36个之多，足足比2009年增长了3倍之多，以井喷之势形容毫不为过，中国驰名商标为何如此受到服装品牌的青睐呢？据悉，目前，通过行政认定和司法认定的中国驰名商标已达上千个。
培养成功的态度
第7页 上海台尚食品有限公司
本文摘自經濟新潮社《改變才有救》 SHANGHAI TAIShANG FOODSTUFFS CO.,LTD
善用資源
我們對資源的觀念，決定了我們能否有效利用資 源。
有那麼遼闊的世界。我們以為自己知道了很多，但未
知的領域遠不止一張世界地圖。 看不到的部分，就是自己的盲點，當我們願意去 發現、去打開盲點，就能開發那遼闊的潛能空間。
第12页 上海台尚食品有限公司
本文摘自經濟新潮社《改變才有救》 SHANGHAI TAIShANG FOODSTUFFS CO.,LTD
天生我材必有用
可口可樂最初是一種感冒藥，銷量並不好。 把它作為一種飲料推出後，卻成為世界性的品牌。 黏性不足的膠水，我們可能會認為那廢物、 次級品。但便利貼就是利用黏性不太強的膠水發
明出來的。
每一樣東西，每一個人，只要用在正確的地 方，就能發揮作用，就有不同凡響的價值。
第10页 上海台尚食品有限公司
已。
怎麼看待失敗？就是沒有失敗，只是尚未成功。
第6页
上海台尚食品有限公司
本文摘自經濟新潮社《改變才有救》 SHANGHAI TAIShANG FOODSTUFFS CO.,LTD
別怕犯錯
這個世界沒有從不犯錯的人。害怕犯錯本身就
是最大的錯誤。
害怕犯錯就是把自己置身於安全的環境裡不願
冒險。這樣保守的心態，會使自己失去銳氣、創
危中有機
「危」是危險，「機」是機會。兩個字合在一 起，代表挑戰與機遇是並存的。 面對危機，我們往往只看到「危」而忽略 「機」，總覺得這是壞事。很多負面的對話就會
内衣品牌加盟-内衣批发网
内衣品牌加盟-内衣批发网摘自：E服垄三凯维诗三凯维诗（香港）国际有限公司,专注设计并制造情趣服饰：包括情趣套装，性感内衣，性感裙装，性感游戏制服,SM漆皮装等系列。
公司拥有不断创新的设计和强大的营销团队，专业的制造基地----义乌市三晟内衣厂，展柜风采展示---雪峰商务楼2002室,国际化合作的商业展示平台使产品远销产品远销欧洲、美洲、非洲、东南亚等100多个国家和地区。
已建立了产、供、销一体化的发展体系。
公司本着“安全、高效、团结、创新”的宗旨、“诚信正直”的原则努力达到双赢的合作目标.让我们一同《专注情趣，成就未来!》多彩多姿“多彩多姿”为你提供最优质的产品，为你提供最完美的呵护，为你提供自亲和的服务，在“多彩多姿”的世界里。
尽情张扬个性、展示自我、呈现时尚、典雅和浪漫的品位。
产品定位：“多彩多姿”产品的市场定位以大众消费群体为主，具有稳定的经济来源，容易接受新的事物，有较高的审美观点和定位，又品牌的意识和追求。
“多彩多姿”的产品无淡季，每年都能推出40多款的新品，以满足时尚消费者的需求和市场的发展需要；价格为大众型中档产品，深受广大消费者的青睐，产品的销售额每年都呈稳定的态势递增，成为同类品牌中佼佼者。
LA CLOVER品牌定位：LA CLOVER是奢华的，奢华在把对你华贵的张扬包含于优雅。
LA CLOVER是性感的，性感在把对你美丽的突现描绘成奔放。
LA CLOVER是与众不同，与众不同在将对你迷人的风姿表现为精彩。
LA CLOVER是对一切爱的渴慕，是将每片三叶草的祝福汇聚在一起，将每一片四叶的三叶草的幸运，包裹在每一人身上。
sindy欣蒂台湾品盛实业有限公司于1971年在台湾省台中市由张良钦先生创立。
自公司成立以来，在生产及行销方面积极开发设计"欣蒂牌"各式性感内衣和袜类产品系列，大胆突破传统风格，强调美感及多样变化的市场区隔与令人贴心的设计，其各类产品的优质触感和与众不同的创意，更是一大特色。
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+0% 5600
600
+8% 6100
800
+11% 6800
1000
+8% 7400
1100
2000
4200
4600
5000
5000
5300
5800
6300
0 1990 1991 1992 1993 1994 1995 1996
Source: China Statistics 1997
McCANN-ERICKSON GUANGMING
McCANN-ERICKSON GUANGMING
1 - Category Review & Analysis
Usage profile Usage vs. non-usage non Frequency of usage Frequency of usage (by city) Frequency of usage vs. other drinks Usage by city Usage by gender Usage by age Usage by income (overview & by city) Drink choice criteria Liquid milk inhibitors Point of purchase
Focus category for Sanlu is dairy-based dairy-
McCANN-ERICKSON GUANGMING
Category development
Market Size (all drinks)
Million liters Beverage : - Juice-based drinks - RTD Tea - Vegetable Protein drinks - Soya Bean milk - Others (exclude water & CSD)
Milk Powder
McCANN-ERICKSON GUANGMING
Category Development
Segment value fresh vs. longlife
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0% 1993 1994 1995 1996 1997
Longlife
McCANN-ERICKSON GUANGMING
Category Development
Market Size ( Dairy)
Liquid Milk
98E
Yoghurt drinks
LAD 2722
97A
2380
96A
2160
0
500
1000
1500
2000
2500
3000
Million liters
Category Development
Milk Production China ( by segment)
Skimmed milk powder 7% Whole milk powder 41%
Liquid dairy product 20%
Missing 14%
Others 3% Exported 1% Ice-cream 14%
McCANN-ERICKSON GUANGMING
1 - Category Review & Analysis
Regional development
Key players by region Nation-wide brand-awareness Nationbrand Brand-awareness (by region) Brand Conclusion
6-10 Production, execution and tracking
McCANN-ERICKSON GUANGMING
1 - Category Review & Analysis
Category development
Category definition Market size Total Milk production Segment value liquid milk vs. milk powder Segment value fresh vs. longlife milk Segment value by packaging type Seasonality Consumer trends
McCANN-ERICKSON GUANGMINsion
Agreed direction
McCANN-ERICKSON GUANGMING
Contents
1. 2. 3. 4. 5. Category Review Competitive analysis Brand Audit Brand development Communication plan development
7000 6000 5000 4000 3000 2000 1000 0 1997 1998
Beverage 2950 Dairy 2380
+12%
Beverage 3320 Dairy 2722
+14%
Dairy : - Liquid Milk - Yoghurt drinks - Lactic Acid Drinks (Artificial)
McCANN-ERICKSON GUANGMING
Category Development
Milk Production China ( 90'-96') 90'In mio litres
8000 Others Cows 6000
4800
600 4000
10% 5200
600
+8% 5600
600
McCANN-ERICKSON GUANGMING
Category Development
Category Definition
The overall category for Sanlu is Nutrional Based The nutritional based category can be further divided into dairy based, nutritional and non-dairy based. nonThe size of nutritional (Fe. Ovaltine) and non-dairy (soya nonmilk and coconut milk) is relatively small
McCANN-ERICKSON GUANGMING
Category Development
Category Definition
Consumers categorize drinks into five main categories:
Drinks Nutritional based Dairy-Based Juice RTD Dilutables Carbonated Soft Drinks CSD Energy Drinks Water / Tea Water Tea Herbal Tea Home-made Purchased
Fresh
McCANN-ERICKSON GUANGMING
Category development
Segment value by packaging type
1600
1400
1200
1000
Gable Top
800
Carton (UHT)
600
HDPE Bottle Glass Bottle
400
Total: 7,400 mio litres
* Missing possibly due to - unprocessed milk being sold as street milk ; - some being manufactured but not recorded in statistics.
McCANN-ERICKSON / China Statistics 1997 GUANGMING Source: TPC Internal
Category Development
Segment value liquid milk vs. milk powder
30,000.00 25,000.00 20,000.00 15,000.00 10,000.00 5,000.00 0.00 1993 1994 1995 1996 Plain 1997
Once every 2 weeks
Less often
Never purchase
McCANN-ERICKSON GUANGMING
Category Development
Consumer Trends
The future dairy market is predicated to show the following characteristics: The consumption of liquid milk will increase. The price of liquid milk is getting cheaper to milk powder, and is very convenient for consumption by residents of cities. The high hygienic packaging will be widely used in the dairy industry. This trend will greatly improve the packaging standard of the industry. According to a plan of China Packaging Technology Association, the proportion of high hygienic packaging will be increased to 20 per cent in the dairy industry by the year 2000.