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商品編號： TU0230 出版日期： 2026/04/29 作者姓名： ZHANG, Jingyun;XU, Guangliang;Li, Xiaohui;CHEN, Rong;Xie, Peihong 商品類別： Marketing 商品規格： 16p 再版日期： 地域： China 產業： Food industry 個案年度： -
商品敘述：
In 2013, Yili Group established a dual-engine strategy of innovation and internationalization. After initially cultivating resources and strengthening innovation, Yili began to deepen its presence in international markets and establish a global brand. When entering a regional market, the first consideration for decision-makers is which location or country to enter first and which product category to introduce. This case describes Yili''s decision-making process regarding its "first stop" and "first product" in its initial expansion in international markets, as well as the process of launching its newly created Joyday brand from scratch in Indonesia and later expanding to other Southeast Asian countries, while also considering how to enter the African market.
涵蓋領域：
Marketing;Market research;Marketing strategy;Internationalization;Foreign investments
相關資料：
, (TU0231), p, by Jingyun ZHANG, Guangliang XU, Xiaohui Li, Rong CHEN, Peihong Xie
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