Last name: Guo Benheng Nationality: China Date of birth: 1963 Gender: Male political outlook: Unknown Maximum education: Doctoral degree: Title and certificate: Work experience: Guo Benheng, former vice president and associate professor of Food College of Northeast Agricultural University, leader of provincial key disciplines, stationmaster of Food Supervision and Inspection Station (Shanghai) of Ministry of Agriculture, manager of new product development department of Bright Dairy, director of training and research center of technology dairy. Dr. Guo's main research results are mainly in three aspects: bioactive substances and their applications, probiotics and their applications, and functional dairy products. Specific products include yogurt, milk powder, liquid milk, cheese and so on. The title of the highest award is:199 National Spark Plan Leader. At present, as the sole representative of Nongkou, he is applying for Shanghai Science and Technology Elite (* * * 10). His team has won the titles of Shanghai Advanced Team of Agriculture, Industry and Commerce and Commando for many times. —— Guo Benheng: How Bright Awakens Marketing August 2, 20071China Business News Browse Font Size: Search for more information about Bright Dairy >>& gt "Just because I have a technical background doesn't mean I can't engage in marketing." Guo Benheng, the young president of Bright Dairy, is a northeast man who likes to laugh. Guo Benheng, called "peacemaker" by dairy industry, showed the same determination and courage as Wang Jiafen in marketing strategy and marketing. "Just because I have a technical background doesn't mean I won't engage in marketing." "The reason why we are considered as dairy aristocrats is precisely because of the pain of our marketing channels. Products have feet and have to go out through channels. " Guo Benheng has a keen sense of the "stagflation period" caused by unfavorable marketing. He has been praised as a "technical expert" by domestic dairy industry, but "Awakening" Bright Dairy (13.30, 0.04, 0.30%) is showing people another side of his marketing. Yes, he is Guo Benheng, the young president of Bright Dairy, a northeast man who loves to laugh. Guo Benheng, called "peacemaker" by dairy industry, showed the same determination and courage as Wang Jiafen in marketing strategy and marketing. In May 2007, in the development history of 565,438+0 years, Guangming's monthly sales exceeded 700 million yuan for the first time, and it has maintained the growth momentum. This gratifying market data made Guo Benheng smile even more brilliantly. Learn from your competitors and train your dog's nose. Whether it is the slogan "Attack 2007" and "Fight 2007" in the headquarters building of Bright Dairy, or the growing bright array in the supermarket, everything implies the "awakening" of Bright Dairy. Things can be traced back to the end of this year 1. Bright Dairy announced that Guo Benheng, deputy general manager and director of the Technical Management Committee of Bright Dairy, succeeded Wang Jiafen as the general manager of Bright Dairy. At this point, the Big Three of china dairy completely completed the alternation of old and new, and Guo Benheng became the new Big Three of china dairy together with Yang Wenjun, president of Mengniu, and Pan Gang, president of Yili. At the beginning of his tenure, he had different views on the bright dairy industry in Guo Benheng's era. Some people worry that Guo Benheng, who has no feeling about the market, can only continue to focus more on internal management after taking office. Some supporters believe that Guo Benheng can "manage the light like technical expert Bill Gates manages Microsoft". Obviously, the situation facing Guo Benheng is not very good. The rapid development of competitors such as Mengniu and Yili in the market has made Guo Benheng not stingy with his praise. "They are dog noses." Judging from Guo Benheng's resume, he can be called a technical and academic tycoon. Doctor of Food Science, former vice president and professor of College of Food Science, Northeast Agricultural University. He worked in Guangming 1 1 year, and successively served as production technical director, general manager of technical center, director of technical management committee and chief operating officer. However, Guo Benheng told reporters: "In life, I love collecting stones and studying the art of war." Facing the sensitive market sense of Mengniu and Yili, Guo Benheng has realized the "short board" of Bright Dairy. After taking office, on the one hand, he tried to make use of technological advantages to continuously develop functional new products, on the other hand, he strengthened marketing. "There will be a flagship product in the second half of this year." Guo Benheng said. "They are dog noses, we are human noses, and they are 20 times more sensitive than us. They are abnormal, but we should change from normal to abnormal. I didn't watch advertisements at home before, but now I often watch them. We also need to go to the store often to experience them. The psychology of consumers cannot be learned by books alone. " Guo Benheng talked about his personal experience in marketing. After implementing four immediate measures such as structural reform, product focus, supply chain integration and public support, Bright Dairy, under the leadership of Guo Benheng, quickly stepped out of the "downturn" and truly entered a bright future. "Just because I have a technical background doesn't mean I won't engage in marketing." Guo Benheng once told reporters that "Bright Dairy is not only technologically advanced, but also has the most qualified management team recognized by the industry." Dairy colleagues often remind themselves that Guo Benheng is not a "technocrat" and his grasp of marketing should not be underestimated. "The reason why we are considered as dairy aristocrats is precisely because of the pain of our marketing channels. Products have feet and have to go out through channels. " Guo Benheng has a keen sense of the "stagflation period" caused by unfavorable marketing. According to Guangming employees, Guo Benheng often goes to various places to learn from the scriptures, and often "explores the milk situation" in major supermarkets, so as to know ourselves and ourselves. References: