電大營銷管理第一次個人作業(yè)小抄

1、專業(yè)好文檔營銷管理第一次個人作業(yè)09保險學系 2011-9-17 一、王老吉涼茶系列1、顧客（customer）：普通大眾，特別是易上火的人群。具有季節(jié)性購買差異。2、公司（company）：優(yōu)勢：老字號，品牌價值高，現代化廠房，高端工藝設備，地處經濟發(fā)達并適合涼茶發(fā)展的廣州，質量和信譽度良好。傳統(tǒng)且獨特的配方使其形成獨特區(qū)隔。公益貢獻名望很高。強烈的品牌創(chuàng)新意識和敏銳的營銷創(chuàng)新意識。劣勢：價格較一般飲品偏高，產品形式單一，很難走出廣東、浙南一帶，紅色罐裝王老吉的糾紛和授權問題，即王老吉商標統(tǒng)一之爭。定位于功能性飲料，阻礙其擴大市場占有率。3、競爭者（competitor）：同類品牌的競爭：黃

2、振龍，清心堂，和其正等下火涼茶。替代產品競爭：果汁類飲料，碳酸類飲料，奶制品和其他的飲料4、合作者（collaborator）：餐飲業(yè)：肯德基、一些餐廳或是酒樓（王老吉誠意合作店）同類涼茶廠商：白云山涼茶媒體：cctv移動傳媒大型經銷商：如超市，購物中心等，旅游景點，酒店等住宿地點樂擎振動音響5、環(huán)境（context）：1）、行業(yè)分析：廣州人喝涼茶具有歷史淵源，涼茶在2005年正式列為國家級“非物質文化遺產”，意味著涼茶在全國市場上將名聲大震，王老吉的配方和術語收到法律保護?？傮w來看，王老吉在短期內是涼茶業(yè)的第一品牌。2）、市場分析：隨著人們生活質量的提高，對健康越來越重視，對于功能性飲料和無

3、副作用的中藥的青睞日益加深，具有下火的預防性這一特點的涼茶將有市場潛力。6、企業(yè)未來的營銷方案1）、增加產品新功能，改變產品款式，合理創(chuàng)新，滿足顧客對潮流更新的需求。2）、促銷的重心從建立品牌知名度轉移到樹立產品形象，吸引新客戶，維持老客戶，使產品的形象走入顧客的心中。3）、增加廣告營銷，使“怕上火喝王老吉”走入人心，時時的更新和改變將有助于保持消費體的新鮮感。4）、與重大體育賽事合作，體現其體育文化5）、大型促銷活動，例如抽獎、刮刮卡，節(jié)假日打折等活動6）、實施價格策略，降低價格7）、實施渠道策略，與網絡媒體，播放器視頻或是重大盛世集會合作，例如廣交會、亞運會等等。8）、與電視劇、電影合作，

4、使其中植入王老吉9）、事件公關營銷，如公益事業(yè)等winger tuivasa-sheck, who scored two tries in the kiwis 20-18 semi-final win over england, has been passed fit after a lower-leg injury, while slater has been named at full-back but is still recovering from a knee injury aggravated against usa.both sides boast 100% records he

5、ading into the encounter but australia have not conceded a try since josh charnleys effort in their first pool match against england on the opening day.aussie winger jarryd hayne is the competitions top try scorer with nine, closely followed by tuivasa-sheck with eight.but it is recently named rugby

6、 league international federation player of the year sonny bill williams who has attracted the most interest in the tournament so far.the kiwi - with a tournament high 17 offloads - has the chance of becoming the first player to win the world cup in both rugby league and rugby union after triumphing

7、with the all blacks in 2011.id give every award back in a heartbeat just to get across the line this weekend, said williams.the (lack of) air up there watch mcayman islands-based webb, the head of fifas anti-racism taskforce, is in london for the football associations 150th anniversary celebrations

8、and will attend citys premier league match at chelsea on sunday.i am going to be at the match tomorrow and i have asked to meet yaya toure, he told bbc sport.for me its about how he felt and i would like to speak to him first to find out what his experience was.uefa hasopened disciplinary proceeding

9、s against cskafor the racist behaviour of their fans duringcitys 2-1 win.michel platini, president of european footballs governing body, has also ordered an immediate investigation into the referees actions.cska said they were surprised and disappointed by toures complaint. in a statement the russia

10、n side added: we found no racist insults from fans of cska. baumgartner the disappointing news: mission aborted.the supersonic descent could happen as early as sunda.the weather plays an important role in this mission. starting at the ground, conditions have to be very calm - winds less than 2 mph,

11、with no precipitation or humidity and limited cloud cover. the balloon, with capsule attached, will move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. it will climb higher than the tip of mount everest (5.5 miles/8.85 kilometers), drifting even highe

12、r than the cruising altitude of commercial airliners (5.6 miles/9.17 kilometers) and into the stratosphere. as he crosses the boundary layer (called the tropopause),e can expect a lot of turbulence.the balloon will slowly drift to the edge of space at 120,000 feet ( then, i would assume, he will slo

13、wly step out onto something resembling an olympic diving platform.they blew it in 2008 when they got caught cold in the final and they will not make the same mistake against the kiwis in manchester.five years ago they cruised through to the final and so far history has repeated itself here - the las

14、t try they conceded was scored by englands josh charnley in the opening game of the tournament.that could be classed as a weakness, a team under-cooked - but i have been impressed by the kangaroos focus in their games since then.they have been concentrating on the sort of stuff that wins you tough,

15、even contests - strong defence, especially on their own goal-line, completing sets and a good kick-chase. theyve been great at all the unglamorous stuff that often goes unnoticed in the stands but not by your team-mates.it is as though their entire tournament has been preparation for the final.in johnathan thurston, cooper cronk, cameron smith and either billy slater or greg inglis at full-back they have a spine that is unmatched in rugby league. they have played in so many high-pressure games - a priceless asset going into saturday.the kiwis are a