速冻食品行业仍处于快速发展阶段,产品线的纵向和横向拓展空间都很大,然而综观整个速冻食品行业各主要品牌表现和动态,不难看出整个行业面临着这样的困惑:较大的销售额却没有带来较高的利润额和较低的成本优势,在价格战前束手无策;广告投放量持续上升却没有带来销售额的持续增长,品牌购买率依然不高;促销活动频频,但声音和效果淹没在市场竞争的汪洋大海,活动一结束,销量反降;新品开发不断,产品系列阵容强大,却依然缺乏能创造价值的赢利产品;终端陈列空间逐渐遭受挤压,成本费用却在逐步攀生,开发过多的产品在终端无法与消费者充分见面;事件营销引不起轰动效果,活动宣传物料得不到很好的展示,媒介投放好象在打水漂…… The frozen food industry is still in a stage of rapid development. The product lines have large vertical and horizontal development space. However, looking at the performance and dynamics of major brands in the entire frozen food industry, it is not difficult to see that the entire industry is facing such confusion: greater sales. However, it did not bring higher profits and lower cost advantages. It did nothing before the price war; the continued increase in advertising volume did not result in a sustained increase in sales; the brand buying rate remained low; promotional activities were frequent, but the voice The effect is submerged in the vast ocean of market competition. Once the activity is over, the sales volume drops. New product development continues, and the product lineup is strong. However, there is still a lack of profitable products that can create value; the terminal display space is gradually squeezed, and the cost is gradually increasing. Climbing up and developing too many products can’t fully meet with consumers at the terminal; event marketing can’t lead to a sensational effect, activities and promotional materials can’t be displayed well, and media placement seems to be playing a role in...