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复兴上海家化

Abstract

作为中国最大的本土日化企业,上海家化刚脱离了国有企业行列。董事长葛文耀对前景充满信心。家化凭借强调传统精髓,开发基于传统中医药理论的产品,赢得了一块细分市场。中高端品牌佰草集与中医本草联系紧密,获得了市场成功。目前家化想进入高端市场,但它准备好了吗?佰草集的经验能用于运营奢侈品吗?家化将从何积累能力?在这个完全不同的细分市场里,家化应采取怎样的策略来实现差异化?

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Published by:中欧国际工商学院

Publish Date:2013-01-01

Language:Chinese

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