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瓜子是我国历史悠久的小食品，中国人嗑瓜子有长远的历史文化。清康熙年间文昭《紫瞳轩文集·午夜》载“漏深车马各还家，通夜沿街卖瓜子”。如今，瓜子已成为不可多得的休闲食品。无论是居家休闲、招待宾客、年节送礼，还是单位举行茶话会，瓜子都必不可少。中国是瓜子消费大国，别看小小的瓜子不起眼，年消费量却以千万吨计。

正是看到瓜子中蕴含着的巨大商机，江苏阿里山食品有限公司早在1984年即开始建厂创业，专业生产“阿里山瓜子”。十几年来，尤其是1998年成为江苏省第一家集团改制的企业以来，“阿里山”成长迅速，公司现有固定资产3000多万元，员工480余人，占地10余公顷。产品从单一的葵花子生产发展到炒货系列食品共四十多个品种，目前是国内规模较大的炒货食品生产基地。

公司朱永涛董事长认为，做品牌是一个复杂的系统工程。“阿里山”的名牌战略可以用一个简单的等式来表达:“品牌＝产品品质＋营销策略＋企业形象和品牌信誉”。其中，产品质量是创造与维系品牌竞争力的核心要素，市场营销是保证“阿里山”市场号召力的重要环节，而信誉与形象则是维持“阿里山”品牌对消费者长期价值承诺和保护名牌的关键因素。

“阿里山”在发展战略目标时就强烈地意识到：公司发展取决于市场，而市场的开拓离不开产品的质量。所以，“阿里山”对产品质量的要求极为苛刻。投入生产加工的原料（葵花子、西瓜子、花生米、松子、杏仁、榛子等）都经过仔细严格的筛选，保证颗粒基本完整均匀饱满。公司以高标准高科技的现代生产要求对设备进行改造和更新，把容易生锈的铁制设备改造为不锈钢设备，大大提高了产品的质量。在2002年通过ISO9001:2000国际质量管理体系认证后，公司加大了质量检测力度，每批产品在达到各项指标后才出厂销售。“阿里山”为提高产品科技含量，不断加大科技投入，引进一流设备，每年按销售收入的2％搞科技创新；同时与江南大学联合成立江苏“阿里山”食品技术研究中心，依托高等学府的技术和人才优势，提高品质，开发新品，每年以开发十个以上新品来占领市场。公司在原来甘草型、奶油型、椒盐型等口味瓜子的基础上开发出粒粒用手工敲开的手剥系列新品及新口味的手剥西瓜子、小胡桃、开心果、开口松子、香榧子、小银杏和榛子等高档食品。尤其是最新开发的“阿里山低聚糖话梅瓜子”具有较好的保健功能，广受青睐。“阿里山”在食品包装上也体现出丰富的文化内涵和浓郁高雅的民族风情，构思新颖，设计精美，这为创立名牌食品、树立名牌企业以及提高产品附加值发挥了有效的功能。精心加工出来的“阿里山”瓜子颗粒饱满，无瘪子无异味，口感又香又脆，吃了叫人上瘾，所以一上市就受到消费者垂青，卖得很快。在历次大型食品评比中，“阿里山”食品被评为“全国金奖”，荣膺“江苏省名牌产品”、“江苏省免检产品”、消费者协会“推荐产品”、“放心食品”、“上海市2001年食品评比名特品奖”等荣誉，“阿里山”也被评为“江苏省著名商标”。

改进销售方式，彻底改变批发点销售，走直接供配方式是“阿里山”实施品牌战略的重要步骤。公司不断培养知识化、年轻化的营销队伍，提高其整体素质。依靠这支客户信赖、顾客满意的坚强队伍，公司采取直销方式将“阿里山”炒货打进上海大润发、麦德龙、农工商、南京苏果、苏州华润等知名超市卖场，迅速在华东地区以及北京建立起庞大的营销网络。自去年取得进出口权后，“阿里山”采取内外并举的销售方针，目前主要销往美国、加拿大和印尼等国家。现在“阿里山”在同行中的销量居全国第三，江苏第一。

“阿里山”在加强品牌宣传力度，树立企业良好形象上也做得有声有色。每年利用电视电台、报刊等各种形式宣传品牌质量、新品上市和企业形象。同时搞好质量跟踪服务，维护消费者合法权益。如有消费者对企业产品或服务质量不满意，“阿里山”本着“有不满必解决”的原则，做到产品和服务质量无投诉企业。朱董对“阿里山”的未来有着永不满足的决心和持续改进、坚定不移的信心。有理由相信，“阿里山”在不远的未来定会成为令国人骄傲的民族品牌。

Melon seeds is a small food with a long history in China. Chinese people have a long history and culture when they eat melon seeds. During the reign of Emperor Kangxi of the Qing Dynasty, Wenzhao's midnight Anthology of Zitong porch recorded that "every car and horse should return home and sell melon seeds along the street all night". Nowadays, melon seeds have become a rare leisure food. No matter it's home recreation, guest reception, annual gifts, or tea party held by the unit, melon seeds are essential. China is a big consumer of melon seeds. Although small melon seeds are insignificant, the annual consumption is in tens of millions of tons. It is precisely to see the huge business opportunities contained in the melon seeds that Jiangsu Alishan Food Co., Ltd. started to build factories and start businesses as early as 1984, specializing in the production of "Alishan melon seeds". For more than ten years, especially since 1998, when it became the first group restructuring enterprise in Jiangsu Province, "Alishan" has grown rapidly. The company has more than 30 million yuan of fixed assets, more than 480 employees and covers more than 10 hectares. The products have developed from a single sunflower seed production to more than 40 varieties of fried food series, which is currently a large-scale fried food production base in China. According to Chairman Zhu Yongtao, brand building is a complex system engineering. "Alishan" brand strategy can be expressed by a simple equation: "brand = product quality + marketing strategy + corporate image and brand reputation". Among them, product quality is the core element to create and maintain brand competitiveness, marketing is an important link to ensure the market appeal of "Alishan", while reputation and image are the key factors to maintain the long-term value commitment of "Alishan" brand to consumers and protect famous brands. "Alishan" in the development of strategic objectives on a strong awareness: the company's development depends on the market, and market development is inseparable from the quality of products. Therefore, "Alishan" is extremely demanding on product quality. The raw materials (sunflower seeds, watermelon seeds, peanuts, pine nuts, almonds, hazelnuts, etc.) put into production and processing are carefully and strictly screened to ensure that the particles are basically complete, even and full. The company has reformed and renewed the equipment according to the high standard and high-tech modern production requirements, and transformed the rust prone iron equipment into stainless steel equipment, greatly improving the product quality. After passing the ISO9001:2000 international quality management system certification in 2002, the company increased the intensity of quality inspection, and each batch of products can only be sold out of the factory after reaching various indicators. In order to improve the scientific and technological content of products, "Alishan" continuously increases the investment in science and technology, introduces first-class equipment, and conducts scientific and technological innovation at the rate of 2% of the sales revenue every year. At the same time, it establishes Jiangsu "Alishan" food technology research center jointly with Jiangnan University to improve the quality and develop new products based on the advantages of technology and talents of higher institutions, so as to occupy the market by developing more than 10 new products every year. Based on the original liquorice type, cream type, salt and pepper type and other flavors of melon seeds, the company has developed a new series of hand peeled melon seeds with manually knocked grains and new flavors of hand peeled melon seeds, small walnuts, pistachios, kaikaikouzi, Torreya grandis, Ginkgo biloba and hazelnut and other high-grade foods. In particular, the newly developed "Alishan oligosaccharide plum blossom seeds" has better health care functions and is widely favored. "Alishan" also embodies rich cultural connotation and rich and elegant national customs in food packaging, with novel conception and exquisite design, which plays an effective role in creating famous brand food, establishing famous brand enterprises and improving the added value of products. The carefully processed "Alishan" melon seeds are full of grains, free of shriveled seeds and peculiar smell. They taste delicious and crispy, which makes people addicted. Therefore, they are favored by consumers as soon as they go on the market and sell quickly. In the past large-scale food appraisals, "Alishan" food was awarded the "national gold medal", awarded the "Jiangsu famous brand product", "Jiangsu inspection free product", the "recommended product" of the Consumer Association, the "reassuring food" and the "Shanghai food appraisal famous special product award" and other honors, and "Alishan" was also awarded the "Jiangsu famous trademark". It is an important step for "Alishan" to implement the brand strategy to improve the sales mode, completely change the wholesale point sales and take the direct supply and distribution mode. The company keeps training the knowledgeable and young marketing team to improve its overall quality. Relying on this strong team of customers' trust and satisfaction, the company adopts the direct selling method to get the "Alishan" fried goods into the famous supermarket stores such as Shanghai RT mart, Metro, agribusiness, Nanjing Suguo, Suzhou China Resources, and quickly establishes a huge marketing network in East China and Beijing. Since obtaining the right of import and export last year, "Alishan" has adopted the sales policy of both domestic and foreign, and now it is mainly sold to the United States, Canada, Indonesia and other countries. Now, Alishan's sales volume in its peers ranks third in China and first in Jiangsu Province. "Alishan" has also made great efforts in strengthening brand publicity and establishing a good image of the enterprise. Every year, we use TV, radio, newspapers and other forms to publicize brand quality, new product listing and corporate image. At the same time, we should do a good job in quality tracking service and safeguard the legitimate rights and interests of consumers. If any consumer is not satisfied with the product or service quality of the enterprise, "Alishan" adheres to the principle of "if there is dissatisfaction, it must be solved", so that there is no complaint about the product and service quality of the enterprise. Zhu Dong has an insatiable determination, continuous improvement and unswerving confidence in the future of Alishan. It is reasonable to believe that "Alishan" will become a national brand that makes Chinese proud in the near future.

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