電大營(yíng)銷管理第一次個(gè)人作業(yè)小抄

1、專業(yè)好文檔營(yíng)銷管理第一次個(gè)人作業(yè)09保險(xiǎn)學(xué)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(gòu)買差異。2、公司（company）：優(yōu)勢(shì)：老字號(hào)，品牌價(jià)值高，現(xiàn)代化廠房，高端工藝設(shè)備，地處經(jīng)濟(jì)發(fā)達(dá)并適合涼茶發(fā)展的廣州，質(zhì)量和信譽(yù)度良好。傳統(tǒng)且獨(dú)特的配方使其形成獨(dú)特區(qū)隔。公益貢獻(xiàn)名望很高。強(qiáng)烈的品牌創(chuàng)新意識(shí)和敏銳的營(yíng)銷創(chuàng)新意識(shí)。劣勢(shì)：價(jià)格較一般飲品偏高，產(chǎn)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(quán)問(wèn)題，即王老吉商標(biāo)統(tǒng)一之爭(zhēng)。定位于功能性飲料，阻礙其擴(kuò)大市場(chǎng)占有率。3、競(jìng)爭(zhēng)者（competitor）：同類品牌的競(jìng)爭(zhēng)：黃

2、振龍，清心堂，和其正等下火涼茶。替代產(chǎn)品競(jìng)爭(zhēng)：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(chéng)意合作店）同類涼茶廠商：白云山?jīng)霾杳襟w：cctv移動(dòng)傳媒大型經(jīng)銷商：如超市，購(gòu)物中心等，旅游景點(diǎn)，酒店等住宿地點(diǎn)樂(lè)擎振動(dòng)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(guó)家級(jí)“非物質(zhì)文化遺產(chǎn)”，意味著涼茶在全國(guó)市場(chǎng)上將名聲大震，王老吉的配方和術(shù)語(yǔ)收到法律保護(hù)?？傮w來(lái)看，王老吉在短期內(nèi)是涼茶業(yè)的第一品牌。2）、市場(chǎng)分析：隨著人們生活質(zhì)量的提高，對(duì)健康越來(lái)越重視，對(duì)于功能性飲料和無(wú)

3、副作用的中藥的青睞日益加深，具有下火的預(yù)防性這一特點(diǎn)的涼茶將有市場(chǎng)潛力。6、企業(yè)未來(lái)的營(yíng)銷方案1）、增加產(chǎn)品新功能，改變產(chǎn)品款式，合理創(chuàng)新，滿足顧客對(duì)潮流更新的需求。2）、促銷的重心從建立品牌知名度轉(zhuǎn)移到樹(shù)立產(chǎn)品形象，吸引新客戶，維持老客戶，使產(chǎn)品的形象走入顧客的心中。3）、增加廣告營(yíng)銷，使“怕上火喝王老吉”走入人心，時(shí)時(shí)的更新和改變將有助于保持消費(fèi)體的新鮮感。4）、與重大體育賽事合作，體現(xiàn)其體育文化5）、大型促銷活動(dòng)，例如抽獎(jiǎng)、刮刮卡，節(jié)假日打折等活動(dòng)6）、實(shí)施價(jià)格策略，降低價(jià)格7）、實(shí)施渠道策略，與網(wǎng)絡(luò)媒體，播放器視頻或是重大盛世集會(huì)合作，例如廣交會(huì)、亞運(yùn)會(huì)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(guān)營(yíng)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