基于蓝海战略的我国乳业两巨头的竞合策略研究
Research on Two Giant"s Co-petition Strategies in China"s Dairy Industry Based on Blue Ocean Strategy：
Enlightenments Trigged by Mengniu and Yili"s "Rashomon" Event
Wei Yunfei；Li Weijuan
（①Kerui Petroleum Equipment Co.，Ltd.，Dongying 257061，China；②Victory Institute of China University of Petroleum，Dongying 257061，China）
摘要：乳品市场作为快速消费品市场典型代表，近几年多次曝出食品安全问题，2010年蒙牛和伊利两大巨头引发的'罗生门“事件，使得乳品市场的恶性竞争开始全面升级，2011年乳品市场依然动荡不安。文章通过分析蒙牛与伊利的竞合史，阐明两者良性竞合的必要性和可行性，然后运用蓝海战略的分析工具，设计两大巨头的创新型竞合策略，包括思考现状、重建市场边界、加强创新竞合、法律保障和道德约束，以促进两大巨头实现良性竞争与合作，共同打造我国乳业品牌。
Abstract: In recent years, dairy market has exposed many times food security invents as the typical representative of FMCG market. Recently two giants”Mengniu & Yili are reported 'Rashomon“ event while vicious competition of dairy market upgrade fully. Through analyzing the current market condition and competition history of Mengniu & Yili, the paper clarifies the necessity and feasibility of benign competition. Then using the blue ocean strategy designs innovative to establish co-petition strategies of the two giants, including thoughts status, reconstruction, strengthening the innovation competition market boundary and legal protection and moral restraint, to promote their benign competition and realizing the aim of creating our dairy brand.
关键词：蓝海战略 蒙牛&伊利 竞合策略
Key words: blue ocean strategy；Mengniu & Yili；co-petition strategies
中图分类号：F21文献标识码：A文章编号：1006-4311（2011）２6-0092-03
0引言
现阶段我国乳品行业的竞争已经白热化，恶性竞争进一步升级。企业之间的竞争...
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