2008年快速消費(fèi)品品牌網(wǎng)絡(luò)表現(xiàn)TOP200.mht

1、 2008年快速消費(fèi)品品牌網(wǎng)絡(luò)表現(xiàn)TOP200 作者：武佳 劉佳 所屬頻道：資訊發(fā)布時(shí)間：2009-01-20 17:35近幾年，國內(nèi)快速消費(fèi)品的廣告勢頭開始直追猛趕，快速消費(fèi)品市場掀起了一場關(guān)乎營銷的戰(zhàn)爭，戰(zhàn)場不僅在傳統(tǒng)媒介，更是延伸到了互聯(lián)網(wǎng)上。 以年輕人為主要市場的快速消費(fèi)品企業(yè)為擴(kuò)大品牌覆蓋率、傳遞各種相關(guān)信息，把廣告植入QQ、MSN、社區(qū)、博客、游戲等年輕人聚集的地方，通過各式各樣的營銷方法吸引著年輕消費(fèi)者的注意力。 快消品排行指標(biāo)體系說明 互聯(lián)網(wǎng)品牌指數(shù)（權(quán)重15%）：鑒于互聯(lián)網(wǎng)用戶數(shù)量與平臺價(jià)值的爆炸式發(fā)展，利用互聯(lián)網(wǎng)手段在快消品品牌建設(shè)方面取得的成就程度與品牌價(jià)值，融合消費(fèi)者對

2、品牌的認(rèn)知，揭示快消品品牌在消費(fèi)者心目中的認(rèn)可度，總分100分。 互聯(lián)網(wǎng)營銷指數(shù)（權(quán)重40%）：快速消費(fèi)品利用互聯(lián)網(wǎng)進(jìn)行品牌文化傳播、客戶關(guān)系管理能力以及與消費(fèi)者的網(wǎng)絡(luò)互動(dòng)，包括頁面友好度、產(chǎn)品說明精準(zhǔn)度、電子商務(wù)程度、與客戶的互動(dòng)程度等子項(xiàng)，總分100分。 互聯(lián)網(wǎng)影響力指數(shù)（權(quán)重25%）：快消品品牌通過網(wǎng)絡(luò)在中國樹立的知名度和覆蓋度，在各大社區(qū)活躍度等，總分100分。 創(chuàng)新服務(wù)（權(quán)重20%）：利用互聯(lián)網(wǎng)的商業(yè)模式與創(chuàng)新的營銷手段把網(wǎng)上與網(wǎng)下良好的結(jié)合起來，包括設(shè)立會(huì)員專區(qū)、網(wǎng)絡(luò)投訴專區(qū)、舉辦活動(dòng)與消費(fèi)者網(wǎng)上互動(dòng)等，總分100分。 品牌類別互聯(lián)網(wǎng)品牌指數(shù)互聯(lián)網(wǎng)營銷指數(shù)互聯(lián)網(wǎng)影響力指數(shù)創(chuàng)新服務(wù)綜

3、合指數(shù)可口可樂食品飲料92.595.499.891.595.29麥當(dāng)勞食品飲料93.591.599.991.593.9王老吉食品飲料90.790.198.992.292.81沙宣個(gè)人護(hù)理品91.988.798.192.992.37肯德基食品飲料91.887.799.193.392.29清揚(yáng)個(gè)人護(hù)理品92.191.890.294.391.95伊利食品飲料90.390.395.891.391.88雀巢食品飲料89.493.490.587.990.98百威酒類89.589.596.287.890.84必勝客食品飲料90.587.894.591.690.64紅塔山煙草89.589.190.290.58

4、9.72北京同仁堂OTC藥品90.286.893.589.589.53旺旺食品飲料88.488.188.690.288.69燕京酒類89.186.390.589.888.47中美史克OTC藥品8987.990.18788.44雪花酒類88.487.388.589.388.17喜力酒類89.287.285.692.488.14蒙牛食品飲料90.192.275.594.288.11可伶可俐個(gè)人護(hù)理品91.195.770.4692.388.02雪碧食品飲料88.185.392.188.388.02百事食品飲料86.387.687.890.187.96三金OTC藥品90.489.681.490.587

5、.85歐萊雅個(gè)人護(hù)理品88.787.484.290.787.46青島啤酒酒類88.987.485.388.187.24匯源食品飲料84.988.583.191.487.19統(tǒng)一食品飲料88.687.585.586.686.99五糧液酒類86.485.187.490.286.89藍(lán)帶酒類87.382.789.591.586.85康師傅食品飲料90.38782.689.286.84高露潔個(gè)人護(hù)理品88.791.575.490.286.8牛欄山酒類86.987.982.189.286.56江中OTC藥品88.387.480.290.686.38雅培食品飲料85.488.383.286.886.29強(qiáng)

6、生個(gè)人護(hù)理品83.287.484.588.486.25光明食品飲料87.585.482.191.786.15娃哈哈食品飲料86.387.980.589.586.13芬達(dá)食品飲料84.783.989.187.986.12七喜食品飲料85.286.282.990.286.03冠生園 副食品91.487.178.589.286.02佳潔士個(gè)人護(hù)理品89.791.872.286.885.59圣元食品飲料87.786.878.190.985.58樂百氏食品飲料84.186.382.188.385.32上好佳食品飲料88.588.373.1591.285.12古井酒類85.484.682.689.185.

7、12貝因美食品飲料81.387.679.289.985.02三元食品飲料89.685.179.288.184.9中華煙草86.985.480.188.384.88仁和OTC藥品87.185.679.286.584.41芬達(dá)食品飲料83.582.685.187.884.4農(nóng)夫山泉食品飲料87.583.779.289.384.27云煙煙草84.284.781.386.884.2紅星酒類88.488.368.5491.784.06亨氏食品飲料80.485.579.388.683.81味全食品飲料79.887.174.6591.183.69惠氏食品飲料72.186.181.588.183.25嬌子煙草

8、86.282.978.187.983.2九芝堂OTC藥品90.488.467.0186.783.01中華個(gè)人護(hù)理品88.781.582.580.582.63德芙食品飲料94.591.350.6995.682.49美贊臣食品飲料75.486.374.290.182.4DHC個(gè)人護(hù)理品91.796.545.992.582.33樂事食品飲料84.789.562.2290.982.24好時(shí)食品飲料88.38862.858981.96今麥郎食品飲料91.889.960.185.181.78瀏陽河酒類86.384.366.5391.781.64完達(dá)山食品飲料83.28569.1788.181.39力士個(gè)人

9、護(hù)理品92.490.254.7288.481.3哈爾濱酒類94.195.843.6889.681.28正元食品飲料79.585.172.585.181.11好麗友食品飲料81.588.160.4991.580.89嬋真?zhèn)€人護(hù)理品86.295.740.9796.480.73金帝食品飲料77.181.979.582.480.68非常食品飲料88.786.458.2690.580.53雅客食品飲料88.587.658.1387.580.35哈藥集團(tuán)OTC藥品87.288.953.8290.780.23多芬個(gè)人護(hù)理品85.282.178.1975.280.21蘇格蘭紐卡斯?fàn)柧祁?6.684.26586

10、.280.16拉芳個(gè)人護(hù)理品86.190.952.2288.179.95雅士利食品飲料90.786.655.1489.479.91生力酒類86.481.765.6389.379.91達(dá)利園食品飲料86.487.953.8991.179.81劍南春酒類88.585.954.5190.279.3紅河煙草89.484.556.689.779.3金六福酒類83.587.554.3890.679.24碧歐泉個(gè)人護(hù)理品92.194.334.3195.179.13美汁源飲品83.281.770.581.779.13郎酒酒類88.182.860.9787.779.12小糊涂仙酒類93.587.152.3685

11、.779.1芙蓉王煙草86.685.556.6788.379.02士力架食品飲料89.388.549.7288.778.97麒麟食品飲料85.983.858.5489.278.88喜之郎食品飲料87.387.350.5689.578.55雅芳個(gè)人護(hù)理品93.595.428.1996.178.45黃山煙草85.988.347.0891.278.22英博酒類8688.548.1989.278.19熊貓煙草89.683.854.0388.478.15汰漬家庭護(hù)理品88.187.846.4687.977.53中南海煙草87.687.446.9488.377.5西安楊森OTC藥品85.486.746.8

12、191.377.45聯(lián)合酒類86.583.455.1486.577.42蒂花之秀個(gè)人護(hù)理品80.785.155.7685.177.11王致和 副食品90.386.844.3888.277資生堂個(gè)人護(hù)理品88.690.145.3581.576.97南山食品飲料83.787.147.4388.376.91立頓食品飲料83.283.854.4485.576.71玉溪煙草82.786.445.4291.976.7鍵力士酒類87.483.750.8386.576.6太極OTC藥品88.989.339.7987.176.42迎客松煙草85.781.651.8189.476.33椰樹食品飲料82.889.4

13、40.988.376.07吉百利食品飲料88.688.338.3387.675.71嘉士伯酒類87.582.448.5486.875.58卡夫 食品飲料85.486.341.9488.875.58白沙煙草84.789.239.7285.975.5大白兔食品飲料86.886.240.2188.775.29海天副食品92.788.630.990.975.25玫琳凱個(gè)人護(hù)理品92.195.715.4995.475.05舒膚佳個(gè)人護(hù)理品90.188.427.3696.575.02雕牌家庭護(hù)理品88.187.737.0887.275.01紅梅煙草86.587.540.4284.574.98安利個(gè)人護(hù)理品

14、94.296.113.1995.374.93科羅娜酒類8583.544.6587.874.87瑪氏食品飲料87.386.937.0888.674.85明治食品飲料84.586.236.690.374.36妮維雅個(gè)人護(hù)理品92.492.122.1590.474.32朝日酒類86.687.932.1590.374.25昭貴個(gè)人護(hù)理品86.595.717.7892.174.12玉蘭油個(gè)人護(hù)理品93.591.819.4490.973.79六神家庭護(hù)理品90.588.726.688.973.48霸王個(gè)人護(hù)理品88.487.141.8173.173.17杏花村酒類88.388.524.7991.473.1

15、2李醫(yī)生個(gè)人護(hù)理品88.292.114.196.472.87雙匯食品飲料88.187.527.2289.172.84美樂酒類85.785.833.5486.272.8碧柔個(gè)人護(hù)理品90.194.713.0690.572.76佳雪個(gè)人護(hù)理品92.190.514.5894.272.5紹興黃酒類86.487.925.5689.972.49阿詩瑪煙草88.386.524.3892.672.46汾酒酒類87.486.527.0889.172.3潘婷個(gè)人護(hù)理品89.588.924.7285.672.29農(nóng)夫果園食品飲料86.482.731.6791.272.2森永食品飲料74.885.135.1490.6

16、72.16修正藥業(yè)OTC藥品85.986.925.8389.371.96碧浪家庭護(hù)理品88.679.550.5670.171.75曼秀雷敦個(gè)人護(hù)理品91.790.416.2588.571.68黃鶴樓煙草86.283.932.5785.171.65惠泉酒類86.783.232.7885.771.62旁氏個(gè)人護(hù)理品90.792.111.8190.571.5丁家宜個(gè)人護(hù)理品89.391.211.1893.571.37養(yǎng)生堂OTC藥品91.387.219.0389.971.31水井坊酒類81.484.930.1487.871.26南京煙草84.383.930.9785.571.05漢斯酒類85.584

17、.725.4989.370.94海飛絲個(gè)人護(hù)理品88.988.121.3984.770.86飛鶴食品飲料86.186.721.818970.85雙鶴藥業(yè)OTC藥品88.383.624.2490.170.76貝克酒類89.488.416.3289.370.71維達(dá)個(gè)人護(hù)理品89.591.48.6192.670.66費(fèi)列羅食品飲料88.588.318.5487.170.65西鳳酒類83.886.424.1787.170.59阿爾卑斯食品飲料88.388.517.2287.670.47清風(fēng)個(gè)人護(hù)理品90.390.78.6192.470.46佰草集個(gè)人護(hù)理品89.488.511.8890.569.88

18、百年潤發(fā)個(gè)人護(hù)理品86.788.529.5870.169.82徐福記食品飲料87.386.519.4486.369.82三得利 食品飲料83.883.824.0388.369.76太太樂副食品89.788.111.4690.169.58黃果樹煙草87.382.725.2885.269.53心相印個(gè)人護(hù)理品90.592.17.2286.569.52立白家庭護(hù)理品87.888.114.187.969.51曼妥思食品飲料87.688.113.488.769.47露華濃個(gè)人護(hù)理品84.685.223.7583.769.45舒潔個(gè)人護(hù)理品88.290.27.0191.569.36白貓家庭護(hù)理品87.387.714.1787.469.2箭牌食品飲料88.588.19.7288.768.69GSK OTC藥品86.783.519.187.168.6安利家庭護(hù)理品87.787.91087.968.4露露食品飲料85.983.816.3289.468.3