中顺洁柔：从品牌集团到消费者集团的成长之路
案例编号：
CN_2025GYLGL_2816
被浏览次数：
292
案例名称：
中顺洁柔：从品牌集团到消费者集团的成长之路
译名：
Zhongshun Jierou: The Growth Path from Brand Group to Consumer Group
案例作者：
谢莉娟、蔡漫哲、谭学通、李伟豪、张泰宁
作者单位：
中国人民大学商学院
译者：
-
案例企业：
中顺洁柔纸业股份有限公司
行业：
制造业
学科领域：
供应链管理、综合管理、其他
规模：
大型
案例语种：
中文
案例类型：
描述型
中文关键词：
品牌价值；供应链韧性；用户价值主导；组织创新
英文关键词：
Brand value; Supply chain resilience; User value-driven; Organizational innovation
中文摘要：
本案例以中国生活用纸行业龙头企业中顺洁柔为研究对象，系统梳理其从1979年创立至今、基于消费需求升级顺势而为的成长历程。中顺洁柔敏锐捕捉国民消费升级的趋势，遵循“产品为本”的原则，协同供应链上下游精准匹配消费者市场，通过建设产品矩阵、筑牢品牌护城河、拓展渠道覆盖，坚持贯彻“做美好生活的陪伴者”这一核心理念，始终与消费者保持紧密联系，夯实自身的市场竞争力和核心优势。案例深入探讨了中顺洁柔在供应链韧性建设、品牌建设与消费者关系互动、组织传承创新等维度的实践，向读者展现了中国民营企业以用户价值主导的逻辑来实现从“品牌资产”向“消费者共生价值”升级的路径，为数字经济时代下民营企业的现代化升级提供本土化范本。
英文摘要：
This case study takes Zhongshun Jierou, a leading enterprise in China's household paper industry, as the research object, systematically sorting out its growth process from its establishment in 1979 to the present, which has been in line with the upgrading of consumer demand. Zhongshun Jierou keenly captures the trend of national consumption upgrade, adheres to the principle of "product-oriented", and collaborates with the upstream and downstream of the supply chain to precisely match the consumer market. By building a product matrix, consolidating brand moats, and expanding channel coverage, it consistently implements the core concept of "being a companion of a better life", and always maintains close contact with consumers. Strengthen its own market competitiveness and core advantages. The case delves deeply into Zhongshun Jierou's practices in dimensions such as supply chain resilience building, brand building and consumer relationship interaction, as well as organizational inheritance and innovation. It presents to readers the path for Chinese private enterprises to upgrade from "brand equity" to "consumer symbiotic value" based on the logic dominated by user value, providing a localized model for the modernization upgrade of private enterprises in the digital economy era.
适用对象：
本科|MBA|EMBA
编写方式：
采编
开发时间：
2025
入库时间：
2025
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