中國媒體市場分析

MediainChinaMindShareChina2003MarketSizePopulation:1.27billionArea:9.6millionsq.km4MunicipalCities23Provinces2SpecialAdministrativeRegions(HongKong,Macao)

5Autonomouszones259citiesatprefecturelevel400citiesatcountylevelMediaAtaGlance

2002

TV 360Radio 306Newspaper 2,137Magazine 9,029**MediaDevelopmentProcessMovingfromunregulatedtoregulated.Rapidchange&developmentinthemarketplace…But,mediaisstillcontrolledbytheGovernment.Censorshipisamust.

BuyersSellersRegulatedUnregulated1996199720022005MediaDevelopment

Immature/Messy Sellers’MarketLackofresearchLackofsystemsAdvertisingPrice-Highinflation-Pre-payment-3tiersratestructurePlanning&buyingbasedongutfeel&experienceMissingspots

MoresteadyMarketorientedImprovedresearchSystematicmanagement AdvertisingPriceSteadyinflationImprovedpaymentterms

OnetierrateRoomfornegotiationSystematic/StrategicPlanning&buying Higherguaranteeonspotappearance199519961997199819992000200120022003 2004MaturingmarketCompetitivemarketMoreroundedresearchAdvertisingPriceInflation/deflationCompletepricing&paymentsystem

Market&resultoriented,ROIplanning&buyingToolsHighprotectiononclient’sbenefitEvaluationofresultsAnnual%MediaInflationTrendSource:ChinaStatisticalYearbook/MindShareMediaMergeMoreRoundedResearchInformationDATA TYPE SUPPLIER COVERAGETVRatings Peoplemeter NielsenMediaResearch 11marketsDiarybasedNielsenMediaResearch11markets Peoplemeter CSM 19markets Diarybased CSM 73markets ProvincialPanel(diary) CSM 19provincesTVspotmonitoring NielsenMediaResearch 133markets CTR 177marketsAdExpenditure TV/Print NielsenMediaResearch 133markets TV/Print CTR 177marketsMediaHabits TGI-CMMS Sinomonitor/BMRB 30markets CNRS CTR 36markets*ACNielsenarenowknownasNielsenMediaResearch**AboutMediaExpenditure…AdvertisingspendexperiencedarobustgrowthTotal:RMB139,472millionUS$16.8billionSource:NielsenMediaResearchTotal:RMB198,646millionUS$23.9billion**

2003

TopTenSectionNationalPharmaceuticalremainedtheleadingspendingsectioninthismarketSource:NielsenMediaResearchRMB(‘000)**2003

TopTenSuperBrandsRMB(‘000)Source:NielsenMediaResearch(National)2P&Gbrandsinthetop10,Theothersarelocalbrands.**AboutmediaScenario-bymedia...City(Local)ProvinceNationwideStructureofChinaMassMediaNational Provincial LocalThisstructureappliestoTV,NewspaperandRadioMediaConsumptionHabitsSource:CMMS2003Spring,Target:Male20-40TVTVisstilladominantmediuminChina-highestcoverage---Average90%-highestshareofspendingamongallmedia---70%+TVCoveragebyMarket

/Yesterday%Source:CMMS2003Spring(30cities),Target:Male20-40TV-BasicstatisticsNo.ofcolorTVsets/100HHinUrbanareas 116No.ofTVsets/100HHinRuralareas 102Televisioncoverageofpopulation 93%ViewingBehaviourInChina,theprimetimerangeiswithin18:30to22:00HigherviewershiponweekendswiththeexceptioninSouthChina,e.g.Guangzhou,wheretheviewershipishigheronweekdaysShanghaiRating%Source:NielsenMediaResearch29July-4AugustBeijingRating%Source:NielsenMediaResearch29July-4AugustGuangzhouRating%Source:NielsenMediaResearch29July-4AugustWatchingTV-thekeyleisureactivitiesminuteminuteSource:CSMAverage3hours/dayNogenderbasis,elderwatchmoreCityTV-Citycable-CountyTVsProvincialSatelliteTVProvincialTV-Cable

NationalTV(CCTV)StructureofTVNational Provincial LocalTheNationalChannelsCCTV1 News&General(新聞、綜合)CCTV2 Economic,Life,Service(經(jīng)濟(jì)、生活、服務(wù))CCTV3 Variety(綜藝)CCTV4 International(國際)CCTV5 Sports(體育)CCTV6 Movies(電影)CCTV7 Children,Military,Agriculture(少兒、軍事、文藝)CCTV8 Teleplay(電視劇)CCTV9 English(英文)CCTV10 Technology,Education(科教)CCTV11 Drama(戲曲)CCTV12 West(西部)CCTVNews News(新聞)ExtentofcoverageCCTV1-2 NationwidecoverageviaterrestrialtransmitterCCTV3-12 CoverageviacablenetworknationwideProvincialSatellite CoverageviacablenetworknationwideProvincialTV ProvincialcoverageviaterrestrialtransmitterPrefectureCityTV CityandsurroundingareaCountyCityTV CityandsurroundingareaCCTVAnhuiBuyingTVin

AnhuiProvinceAnhuiTVBuyingTVin

AnhuiProvinceJiangsuTVBuyingTVin

AnhuiProvinceLocalHeifeiTVBuyingTVin

AnhuiProvincePrefectureCityTVBuyingTVin

AnhuiProvinceCountyCityTVBuyingTVin

AnhuiProvinceOnecityrepresentsoneTVmarket,therefore,thereare660+TVmarketsacrossthecountry.Ontheonehand,theyareseparatedfromeach,ontheotherhand,theyareinter-relatedbecauseofnational,provincial/regionalspilloverinterferenceAdistinctivephenomenon...NewspaperNewspaperisahighpenetrationmediuminChina-highcoverage---70%-improvingmediumintermsofprintingqualityandrangeofvarietyNewspaperCoverage

/YesterdaySource:CMMS2003Spring,Target:Male20-40CitycirculatedProvincialcirculatedNationwidecirculatedStructureoftheNewspaperNational Provincial LocalNewspaperTodayOver2,000titlespublishedEveningtitlesaremorepopularthanmorningtitlesLocaltitlesgainedimportanceMorerelevanttolocallifestyleMoretailormadeforlocalinterestNation-wide/provincialtitlesloosingpopularityMoreofgovernmentpropagandaImprovementinprintingqualityandhigherflexibilityincreativeformatNocirculationauditStrict&subjectiveeditorial/ad.censorshipTV+NewspaperDominantmediainChina

Over80%coverageinmostmarkets

98%shareoftotaladex

OthermediaUnderdeveloped,developingorforgottenMagazineAmediumwithhighdevelopmentpotential-InternationalpublicationarecontinuingtoexpandinChinawhichleadstoincreasedmediavehiclesandimprovedprintandeditorialquality-MajorityofthetitlesarenationallycirculatedandthusnotaslocallyfocussedasTVandNewspapersMagazineCoverage

/PastMonthSource:CMMS2003Spring,Target:Male20-40MagazineTodayLocalTitlesLongbookinglead-time:canbe6to12monthsforcoverpositionsNotascreative&flexibleasinternationalcounterpartsVerylimitedauditingReproductionqualityimprovingLocaltitleshavehighercirculationandreadershipbecauseoflonghistoryHowever,theoverallsituationisgraduallyimprovingbecauseofhighcompetitivenessInternationalTitles/JVTitles

MoreandmoreenteringthemarketStandardisedbooking&Materiallead-timesOpenforcreativeideasandnegotiationSomewithauditfigures.Circulation/readershipisnotasstrongasthelocaltitles.MorequalitativeconsiderationPartnerwithadvertiseroragencyonsurveysFastgrowingandpotentialmediumtoreachspecifictargetgroupMagazineToday

PicturesLocalTitlesInternationalTitles/JVTitlesImprovingoutlookInternationaladaptationplusrelevantlocalcontentRadioAforgottenmedium-However,verylocalfocusandperformancevariedcitybycity.-Performancepicksupinsomecitiesbecauseofnewtransmissionchannels-canhaveradiobroadcastinpublictransportationRadioCoverage

/YesterdaySource:CMMS2003Spring,Target:Male20-40%RadioTodayStronglocalappeal.Niche-castingisstartingtoexpandintocities: Financial,Music,Kids,TrafficchannelsListenershippicksupinsomecitiesbecauseofnewtransmissionchannels-broadcastinpublictransportationContemporaryformat,youthappealProgramsponsorshipisgrowinge.g.musicprogramsCall-inprogramsarealsoincreasingGenerallystrongamongsttheyouth.Morningnewsprogramsingeneralaremostpopularwithhighestlistenership.CinemaVeryontargetmediumforyoungandmoreaffluentgroups.-However,VCDpiracyisthekeyproblemeffectingcinemavisitrateCinemaVisitedinPast3MonthsSource:CMMS2003Spring,Target:Male20-40%CinemaToday63,000cinemasinChinabutdevelopmentondecliningtrend20HollywoodmoviesannuallyallowedinChina(expectedtochangeafterWTOentry?)Chinesecomedies(CNYmovies)areincreasinginpopularityAudiencesareyoungandtendtobeaffluentKeyproblemisVCDpiracyreachingstreetsveryquicklyEarlyreleaseofHarryPotterin2002helpedreducethisOutdoorAdevelopingmediumstilllacksoforganizationandsystem.-playsakeyroleforbothdevelopedmarkets(forreachingthemobilepopulationbecauseofthechanginglifestyle)anddevelopingmarkets(forbuildingexposureinaprimitiveenvironment)OutdoorTypesinChinaSpectacularBillboardNeonGiantlightboxWalladCrossover/BridgePedestrianBus/TaxishelterPedestrianlightboxHanginglightboxTelephoneboothTransitVehicleStation/

TerminalAirport/PierSubwayRuralBrickWallUmbrellaOutdoorTypesinChinaOutdoorCoverage

/PastWeekSource:CMMS2003Spring,Target:Male20-40%TypesofOutdoorSeeninPastWeekSource:CMMS2003Spring,Target:Male20-40%OutdoorTodayNegativesLackoforganization&clarityGovernmentinterferenceLackofsophisticatedresearchSpiralinginflation(aseller’smarket)HighclutterenvironmentHigh‘risk’PositivesNetworkbuysincreasinglyavailablePuttingorderinindustryMoreinformationandspendingdataisreleasedHighcreativepotential,createtalkofthetownMoreinnovativeformatsareforeseeableMoreandmorenewformatsareavailableinthemarketplace.StillahighpotentialmediumtobeexploredInternetAfastgrowingmediuminshorttimeframebutgrowthratehassloweddown-extremelyhighpotentialbutcannotbefullyexploredbecauseofthelimitationofChinainfrastructure.Asexpected,userbasehasbeengraduallyexpandingInMillionSource:CNNICGendersplitremainedsteadyDataSource:CNNICUsersDistributionbyProvinceSource:CNNICDec-2002Top10citiescomprisedcloseto65%ofinternetusersTop10SitesinKeyCitiesSource:CMMS,2002P20-34College+Srankedamongsttop3sitesacross3citiesInternetTodayAdspendingisgrowing,especiallyforWorldCupin2002OnlinemediamarketremainshighpotentialespeciallyforthenichetargetgroupOnlinemediainChinaisabuyer’smarketWebvertisingformatsarehighlyflexibledependingonadvertisers’requests(e.gsuperstitials,interstitials,extendedbuttons,etc.)TheChinaMediaLandscapeProvincialRadioChannelsNationalRadioChannelsLocalNationalDominantForgottenNationalTVchannelsLocalTVchannelsNationalNewspaperProvincialTVchannelsProvincialNewspaperLocalnewspapersMagazineLocalRadioChannelsCinemaInternetInsummary...TheChinamarketisunique….HugepopulationGeographicallyverydiverseHugenumberofmediaownersRapidly-changingmediasceneUnstructurednegotiationsPoorlydevelopedresearchDevelopingITinfrastructure…infactsomeofthismayhavealreadychanged!LOREMIPSUMDOLORLOREMIPSUMDOLOR統(tǒng)一福記（青島）食品有限公司上海分公司統(tǒng)一福記香鐵蛋上海灘攻略市場分析行業(yè)分析競爭分析產(chǎn)品力分析SWOT分析消費(fèi)者分析目標(biāo)市場通路策略價(jià)格策略產(chǎn)品策略定位營銷策略促銷策略攻略構(gòu)架營銷目標(biāo)執(zhí)行方案行業(yè)分析上海蛋品市場主要有鹵蛋、皮蛋、咸蛋、生雞蛋等幾大類產(chǎn)品，皮蛋、咸蛋、生雞蛋主要用于做菜，而鹵蛋為休閑食品。目前上海市場還沒有鐵蛋產(chǎn)品，但從鐵蛋產(chǎn)品的特點(diǎn)、包裝、口味、及功用來看，其主要競爭對(duì)手應(yīng)是鹵蛋，與皮蛋、咸蛋、生雞蛋不會(huì)形成太大的競爭關(guān)系。行業(yè)分析目前鹵蛋市場行業(yè)集中度不高，鹵蛋生產(chǎn)企業(yè)普遍不具備核心競爭能力，行業(yè)進(jìn)入壁壘較低，單位產(chǎn)品毛利率低；上海地區(qū)市場鹵蛋市場容量約為5000萬——1億顆/年（估算）。競爭分析上海市場上的鹵蛋產(chǎn)品基本上以鄉(xiāng)吧佬做為產(chǎn)品的通用名；各品牌產(chǎn)品定位為居家,旅游,酬賓宴客,贈(zèng)饋親友的休閑食品或禮品。競爭分析各品牌產(chǎn)品以以鹵雞蛋為主，鵪鶉蛋極少，且沒有去殼；雞蛋以1粒裝、3粒裝為主，少數(shù)品牌產(chǎn)品有5粒裝，6粒裝的產(chǎn)品；各品牌產(chǎn)品口味、包裝、廣告語等多方面模仿現(xiàn)像嚴(yán)重，產(chǎn)品同質(zhì)化，沒有特色，處于較低層次的競爭；競爭分析鹵蛋產(chǎn)品均處于較低的產(chǎn)品價(jià)位，產(chǎn)品附加價(jià)值低，一批市場批發(fā)價(jià)普遍是每粒4毛不到，二批市場批發(fā)價(jià)亦僅為5毛左右，各品牌走的是全面成本領(lǐng)先的營銷策略，采取溥利多銷的方式進(jìn)行銷售。競爭分析市場上的鹵蛋產(chǎn)品基本上走的是傳統(tǒng)通路，以代理或經(jīng)銷的方式進(jìn)行運(yùn)作，通路運(yùn)作成本低，對(duì)通路控制能力弱；在各品牌中，只有鄉(xiāng)闊佬、鮮八里進(jìn)入了量販店、便利店等現(xiàn)代通路。競爭分析鹵蛋各品牌在上海地區(qū)無媒體廣告，很少有促銷活動(dòng)，且促銷手段主要是降價(jià)促銷。廣告宣傳主要體現(xiàn)在產(chǎn)品包裝上，廣告訴求點(diǎn)集中在產(chǎn)品淵源，口味,營養(yǎng)價(jià)值高,方便,原料為優(yōu)質(zhì)新鮮的雞蛋,衛(wèi)生等方面。鄉(xiāng)闊佬，千里香等品牌擁有自己的網(wǎng)站，在網(wǎng)站上有企業(yè)和產(chǎn)品的詳細(xì)介紹和宣傳。競爭分析鄉(xiāng)闊佬在各競爭品牌中，在通路、產(chǎn)品等方面都較其它品牌有較大差異，香鐵蛋在市場上主要的競爭對(duì)手將是鄉(xiāng)闊佬。消費(fèi)者分析上海菜屬江浙菜系，因此，上海地區(qū)消費(fèi)者比較喜歡吃口味比較清淡的食品，此外。上海人有喜吃甜食的偏好。從消費(fèi)者行為特征和消費(fèi)習(xí)慣分析，年青消費(fèi)群或高收入消費(fèi)群對(duì)新產(chǎn)品的接受能力能力更高，試用新產(chǎn)品的意愿更強(qiáng)。消費(fèi)者分析20歲以下的消費(fèi)群對(duì)產(chǎn)品甜度的接受程度高于其它年齡階層的對(duì)產(chǎn)品甜度的接受度.消費(fèi)者分析各年齡層的消費(fèi)者對(duì)鐵蛋口感的評(píng)價(jià)都較高,但低年齡層的消費(fèi)群對(duì)鐵蛋口感的評(píng)價(jià)明顯高于高年年齡層的消費(fèi)者,這表明產(chǎn)品是老少皆宜,但更適年青人.消費(fèi)者分析年齡小的消費(fèi)群對(duì)產(chǎn)品硬度的接受度較高,而年齡大消費(fèi)群由于生理等原因,有著年齡越大,對(duì)產(chǎn)品軟度要求越高的趨勢.消費(fèi)者分析便利店是各年齡層的消費(fèi)群購買鐵蛋最主要的場所,25歲以下年齡層消費(fèi)者在雜貨店購物比例相對(duì)較高,25歲以上年齡層在量販店購買產(chǎn)品的比例相對(duì)較高。產(chǎn)品力分析消費(fèi)者對(duì)鐵蛋的口感反映很不錯(cuò)，認(rèn)為很好的達(dá)77.97%,很好加一般高達(dá)99.53%。產(chǎn)品力分析消費(fèi)者對(duì)鐵蛋甜度接受程度較高,產(chǎn)品甜度是比較適宜的。產(chǎn)品力分析

認(rèn)為產(chǎn)品咸度適中的被調(diào)者高達(dá)92.49%,表明產(chǎn)品的咸度也是比較適宜的.產(chǎn)品力分析消費(fèi)者對(duì)產(chǎn)品的香度認(rèn)同率較高,認(rèn)為很香和差不多的被調(diào)查者高達(dá)98.59%。產(chǎn)品力分析鐵蛋硬度能迎合87.32%的消費(fèi)者的口味。產(chǎn)品力分析從統(tǒng)一福記香鐵蛋口感，甜度，咸度，香味，軟硬度等產(chǎn)品特性進(jìn)行的消費(fèi)者測試得到的結(jié)果來看，統(tǒng)一福記香鐵蛋是一個(gè)有強(qiáng)大產(chǎn)品競爭力的優(yōu)勢產(chǎn)品。SWOT分析1、產(chǎn)品比較優(yōu)勢：香味：國內(nèi)其它品牌產(chǎn)品不僅沒有香味，而且腥味很大；硬度：硬度大，差異性明顯；口感：口感特殊，區(qū)別于鹵蛋品牌；包裝：色澤明亮,能明顯區(qū)別于其它品牌；保質(zhì)期：保質(zhì)期為12月，是鹵蛋產(chǎn)品的兩倍；衛(wèi)生：鐵蛋比鹵蛋品更衛(wèi)生，食用更方便；產(chǎn)品品類：產(chǎn)品品目豐富，不僅有雞蛋類，還有鵪鶉蛋類產(chǎn)品；優(yōu)勢：SWOT分析2、技術(shù)優(yōu)勢鐵蛋在上海市場是個(gè)新的產(chǎn)品，有獨(dú)特的制造工藝，競爭者不易模仿；3、生產(chǎn)制造優(yōu)勢：統(tǒng)一福記香鐵蛋擁有先進(jìn)的生產(chǎn)設(shè)備和制作工藝；4、管理優(yōu)勢：統(tǒng)一福記擁有比國內(nèi)企業(yè)先進(jìn)的管理思想和經(jīng)營運(yùn)作經(jīng)驗(yàn)；優(yōu)勢：SWOT分析5、資金優(yōu)勢：6、國際品牌優(yōu)勢：福記香鐵蛋在臺(tái)港澳及國外市場擁有較大的市場，進(jìn)入大陸可充分利用其國際品牌的背景。7、協(xié)同優(yōu)勢：統(tǒng)一福記可充分利用統(tǒng)一公司成熟的營銷網(wǎng)絡(luò)資源，信息資源，行銷資源，并可利用統(tǒng)一公司豐富的產(chǎn)品線進(jìn)行捆綁營銷組合，達(dá)到利用統(tǒng)一公司資源形成協(xié)同優(yōu)勢的目的。優(yōu)勢：SWOT分析8、推廣優(yōu)勢統(tǒng)一福記產(chǎn)品在上市時(shí)將根據(jù)不同通路特點(diǎn)運(yùn)用不同的產(chǎn)品展示陳列器具，并開展形式多樣的推廣活動(dòng)。優(yōu)勢：SWOT分析1、產(chǎn)品比較劣勢；包裝規(guī)格：沒有一粒裝產(chǎn)品，目前市場上1粒裝產(chǎn)品為主銷產(chǎn)品；品牌劣勢：鄉(xiāng)吧佬已有很高的知名度，產(chǎn)品在消費(fèi)者心目中已有一定的美譽(yù)度和忠誠度，而福記香鐵蛋在上海市場的知名度、美譽(yù)度、消費(fèi)者忠誠度都幾乎為零；產(chǎn)品線劣勢：很多鹵蛋產(chǎn)品產(chǎn)品線已延伸到雞腿、雞翅等肉類產(chǎn)品，而統(tǒng)一福記只有蛋類產(chǎn)品。劣勢：SWOT分析2、價(jià)格劣勢：目前產(chǎn)品價(jià)格定位大大高于競爭產(chǎn)品，競爭產(chǎn)品的低價(jià)策略會(huì)使消費(fèi)者對(duì)同類產(chǎn)品形成一個(gè)較低心理價(jià)格預(yù)期，從而影響鐵蛋的銷售。3、通路劣勢：鐵蛋產(chǎn)品目前擁有的營銷網(wǎng)絡(luò)資源為0，缺少有經(jīng)驗(yàn)的業(yè)務(wù)人員。劣勢：SWOT分析1、鐵蛋開創(chuàng)了上海蛋品市場一個(gè)新的蛋品品類，從一開始，我們就是行業(yè)第一，且具有核心技術(shù)，競爭對(duì)手不易模仿；2、上海僅鹵蛋一年市場容量就接近1億粒，市場容量大，市場吸引力大；3、目前鹵蛋市場處于低水平的同質(zhì)化競爭，存在以差異化占領(lǐng)中高端蛋品市場較大的市場空間；4、蛋品市場無領(lǐng)導(dǎo)品牌，市場集中度低，市場進(jìn)入壁壘低。機(jī)會(huì)：SWOT分析1、鹵蛋產(chǎn)品的低價(jià)沖擊；2、消費(fèi)者對(duì)蛋品價(jià)格預(yù)期較低，高價(jià)蛋品被消費(fèi)者接受需要較長的時(shí)間過程；3、現(xiàn)代通路的激烈競爭和高額的進(jìn)場及促銷費(fèi)用影響產(chǎn)品在現(xiàn)代通路中的鋪貨進(jìn)程；4、炎熱的天氣會(huì)影響蛋品的整體銷量，而影響到鐵蛋上市的計(jì)劃的實(shí)施。威脅：目標(biāo)市場35歲以下消費(fèi)者旅游景點(diǎn)、車站、碼頭學(xué)校商業(yè)區(qū)中高檔住宅區(qū)定位香，硬產(chǎn)品利益點(diǎn)定位產(chǎn)品屬性消費(fèi)者利益點(diǎn)休閑食品營養(yǎng)方便產(chǎn)品功能定位味道香美口感獨(dú)特產(chǎn)品情感定位能帶來福氣的產(chǎn)品產(chǎn)品定位定位品牌定位品牌定位蛋的專家定位品牌個(gè)性統(tǒng)一福記蛋的專家福氣國際品牌中高檔的年青的時(shí)尚的誠信的營銷目標(biāo)三年內(nèi)在上海蛋品市場達(dá)成以下目標(biāo):市場占有率：15%(以鹵蛋市場總量為參照)知名度：目標(biāo)消費(fèi)群80%,一般消費(fèi)群30%.銷售量：5000萬利潤目標(biāo)：150萬營銷策略產(chǎn)品規(guī)劃：營銷策略采用撇指定價(jià)的價(jià)格策略，根據(jù)不同通路特點(diǎn)制定通路價(jià)格及獎(jiǎng)勵(lì)政策，并嚴(yán)格控制維護(hù)各通路的價(jià)格體系。價(jià)格策略營銷策略價(jià)格策略營銷策略各通路可依據(jù)通路的特點(diǎn)在建議零售價(jià)基礎(chǔ)上進(jìn)行調(diào)整，可調(diào)整幅度為+10%；價(jià)格策略營銷策略采用反向營銷術(shù)，先啟動(dòng)終端消費(fèi)市場，待終端市場啟動(dòng)后，再發(fā)展經(jīng)銷商。通路策略營銷策略銷售分公司雜貨店特殊通路便利店連鎖超市量販店生鮮超市市場拓展初期通路模式營銷策略銷售分公司雜貨店特殊通路便利店連鎖超市量販店生鮮超市區(qū)域經(jīng)銷商通路模式（適用于已開拓市場）營銷策略通路功能規(guī)劃營銷策略通路進(jìn)價(jià)出價(jià)毛利率連鎖超市22.525%便利店2.22.825%量販店22.315%特通（學(xué)校）2.22.725%特通（其它）2.2335%雜貨店2.22.830%區(qū)域經(jīng)銷商22.210%通路價(jià)格營銷方案目的:向消費(fèi)者傳達(dá)產(chǎn)品信息,建立產(chǎn)品知名度增強(qiáng)經(jīng)銷商的進(jìn)貨意愿支持業(yè)務(wù)員鋪貨,增加員工對(duì)產(chǎn)品的信心;

廣告促銷營銷策略廣告主題一口福記一份福氣該主題是統(tǒng)一福記所有產(chǎn)品