市場(chǎng)營(yíng)銷案例英文版（五篇范例）

市場(chǎng)營(yíng)銷案例英文版（五篇范例）第一篇：市場(chǎng)營(yíng)銷案例英文版MarketingCaseStudyRaremineraltreasureintegratedmarketingplanningcaseCase:InWuhan,araretreasureofmineralwaterinshortsupply,HubeiProvince,becamethefirstbrandofmineralwater.InBeijing,araretreasureamongmineralwatercityfive.Raretreasurepopularmineralwaterintheprimaryabnormalityinchildrenaffectionatelynicknamedit“Princessofwater.”Thisisastate-ownedassetmanagementcompanyinWuhan,Hubei'sMineralWaterCo.,Ltd.andBeijingraretreasureeverymanmarketingplanningcompanysituation,afterrapidmonopolyofscarceresources,thefirstLipinstarZhaoWeiandawonderfulmarketingbold“bythewind”cooperateintheimplementationofcampaign.Marketresearchandanalysis1.MarketBackground(1)beveragemarketishighlycompetitiveBeveragemarketmanyvarietiesandbrands,marketinginvestment,profitmargins.Newvarietiesandnewbrandjuices,functionaldrinkscontinuetoemerge,thebeveragemarketsegmentscontinuetobechopped,divideduptheconsumer'spocketbook,squeezethedrinkingwatermarket.(2)manybrandsDrinkwateraspurewater(includingspacewater,distilledwater)andmineralwatertwocategories.Therearemorethan1,000purewatermanufacturers,mineralwaterproducersmorethan1,000.InWuhanmarket,thereare29kindsofpurewater,mineralwater,21kinds.(3)allaspectsofpuremineralwatercomparedtoprevailFromtheadvertising,marketing,brandappealtoconsumerpreference,theoveralllosstopuremineralwater.Purewateruseobjectiveadvantageislowcost,consumermisunderstandingthisstageofthechoiceofdrinkingwater.Good(4)mineralprospectsandgreatpotentialIndevelopedcountries,speakingdrinkingmineralwaterishealthy,tastefullogo.Wateristheworld'sleadingbeveragebrandsofmineralwater,suchastheFrench“Evian.”Mineralwaterintheworldfornearlyahundredyearsofhistory.Ourconsumerawarenessofmineralwaterarerapidlyimproving,waterisnotonlyquenchyourthirst,butalsothepursuitofgoodforthebody.Ourmineralwaterqualityhasgreatlyimproved,thepassingratefrom1992's34.5%riseto1997of78.2%,somebrandsofmineralwatersalesarequitelarge.2.ContenderstatusFirstArmy:Robust,Wahaha,MasterKong,theyareleadingbrands;SecondArmy:farmerspring,YiBao,blackchild,wasparticularlyfull,theyareastrongbrand;otherdrinksaremorethan40speciesofwatermotleycrew,isaweakbrand.FirstMaster30.64%SecondRobust28.56%ThirdWahaha15.74%Features;brandawarenessishigh,powerfulcompanies,advertisinginvestment,bothofwhichRobustproductionofpurewaterandproducingmineralwater,purifiedwaterbothbylow-costmoney,butalsobymineralwaterimagebuildinglong-termperspective.Robust,WahahahavebuiltplantsinHubeibeachlanding,localizationstrategy,reducecostsandstrengthencompetitiveness.3.ConsumersconditionConsumershaveformedthehabitofbuyingdrinkingwater,oftenbuyersaccountedfor48.89%,occasionallybuyersaccountedfor48.15%,only2.96%ofpeopleneverbuy.Agestructuresignificantlylighter.ConsumerBehavior:re-brand,re-tasteofmineralwater,purifiedwater,theconceptoffuzzy,buttherearesomeconsumersrecognizeunhelpfullongdrinkpurewater,mineralwaterbegantopayattentiontothechoiceofquality.4.MarketPotentialWuhanisoneofthefour“stove”,drinkwatersalesisenormous.WuhanCity,750millionpeopleoftenbuydrinkingwaterdailytobuyabottleofsummer(600mL,1.20million)ormore,salesare396million.Occasionally,peoplewhobuysummerweeksarebuyingabottlesalesis55,728,800.Otherseasonstemporarilynegligible,WuhanCitydrinkingwaterofatleasttheamountoftheactuallatent450millionyuan,evenresortto50%offthereovertwomillionlatentcapacity.5,raretreasuremarketperformanceVisibility,reputationisnothigh.InWuhan,araretreasureoriginalmarketshareofonly1.70%.Consumersraretreasure“donotknow”accountedfor41%of87,“Understanding”accountedfor12to60%;.Brandawarenessis16.20%.Salesvolumeisverylow,in1998producedatotalof1,700tons,lessthanthetotalsalesofaround400million,withannualsalesinWuhanonlyabout800,000yuan.Characteristicraretreasure,butperformanceisnotoutstanding.Seraretreasurecharacteristicsdistinguishitfromotherpurewater,mineralwater,butlesserknown.Thepriceishigh.Ingoodwaterconsumersdonotknowisthecase,thepriceiscompetitive.Distributionofworkisverygood,buyinconvenient.Poorpackagingdesign,bottlestickersbecomeobsolete,nogrades,notaste.Brandsurvivalfoundation.RaretreasureinWuhanoninterpersonalsalesforthreeyears,sustainbrandsurvivalfoundation.EnterprisediagnosisRaretreasuremineralwatercompanywasfoundedinOctober1992,theproductionwasbuiltinthebeginningofEnshiPrefecture,producttestmarketingin1995,thecompanysetupinMarch1997SalesCorporation,designedannualproductioncapacityof20,000tons.Raretreasurelistinghasbeenthreeyears,marketshare,reputation,salesvolumeisstillinaverylowlevel,intheendiswhatfactorsaffecttheraretreasure,thesurveyfoundthatthemainproblemsare:1.Managementofextensiverandom.Especiallyinthedistributionsystemdoesnotmeetthemodernmarketcompetitionenvironment,didnotestablishascientific,unified,authoritativesalescommandcenterandprofessionalandefficientsalesforce.WuhanBranchandcommercecompanyconflicts,buck-passing.2.Personnellayoutimbalance.Managedtodomore,dolessbusiness;idlepeople,fewerpeopleOfficer.marketingtalentshortage.Duetolackofmarketingprofessionals,resultinginonlyknewthetruthheadofproduction,butdonotknowhowtoplaythemarket;onlyknowyourselfandtheproductisagoodthing,thoughtitwouldbecute,Idonotknowwhatotherpeoplehavetoloveyou;onlyknowhowtobravetheproductionequipmenttoinvest,butnotdaringtospendmoneyonadvertising,andsoon.4.Noclearpositioning.Raretreasurenomarketpositioning,productfeaturesfreepositioning,thelackofauniquesellingproposition(USP),productimageblur.Nobenefittotheconsumerpointofwhatpeoplebuy.5,nomarketresearch,daysadvertising.Nomarketresearchislikeplayingblindmanbeforethewarsothatnoadvertising,consumerhowGanhe“I'veneverheardofthewater.”Therefore,consumersnointerestinit,thedealerdidnotconfidence.6.shoploanworkextremelyplace.Shoppingmalls,supermarkets,touristattractions,streetstallsheadrarelyseenraretreasureshadow.Thisready-to-drinkmineralcommoditiesDistributiondifferencetothisextentcouldneverbuywell.Becausewhowouldnotforabottleofwaterranfineleg.7.Poormarketing.Duetoashortageofmarketingtalent,resultinginlowlevelsofraretreasureofmarketing,thereisnomarketresearch,nostrategicplanning,nolong-termplanning,marketingplanningincoherent,notthesystem.Advertisingpositioningvague,advertisingisnotenough,thewaybehind.Blindtodevelopnewmarkets,suchasprimaryandsecondaryunfocusedno.8.Packagingdesignispoor.Bottlecloseuplookold,nogrades,notaste.Packagingistheproductoftheface,thefaceisnotclean,veryugly,consumerswillbeinterested?9.Adverseexternalcompetitiveenvironment.Drinkwaterindustryisoneofthemarket'smostcompetitiveindustries,andthemostpowerfulcompetitorsfacedmineralwater3.00;330mL,2005bottlesofraretreasureheightentheatmosphere,attractingpurchase.2.Channeltactics:①sendstallssellingraretreasurefreezer.DepositrequiredtoreceiveprintedwithraretreasureLogoandsloganfreezer,freezeraftersellingraretreasurestandardsthatgoallthemainvendors.②touristattractionsmonopolysales.Throughrelationshipmarketing,inkeytouristsitessoraretreasuretobecomethedesignateddrinks.Raretreasurefundedprintedticketsforvariousattractions,whileraretreasureadvertisingprintedonthetickets,theformationofonetoonemarketing.③tiredrewardwholesalers.Severalwholesalersestablishedboundaries,eachabletoreachaboundarytoreachthecorrespondingreward.④buildcommunitydirectstation,acrosstheboardcoveringtheWuhanmarket.E.EventMarketing1.Objectives:tobuildbrandimageandexpandvisibility,improvereputation.2Eventscreativeprinciples:innovation,two-waycommunication,participateininteractive,firmlygraspthepulseofthetimes,manufacturingorleadtosocialhotspots,guideconsumptionfashion.F.Publicrelationsandimageactivities1.Objectives:tocultivateconsumerbrandpreference,removeundesirabledisturbances.2.Activitiesprinciples:easytodo,doittoachieveperfection.Clearrelationshipintouchwithfriends,byallforces,directlyorindirectly,toexpandthemarketforproductsandservices.CreativeRaretreasuresongsarticles:Advertisingappealsobjects:studentsAdssellingpoint:improvevisionDemandsthesupportpoint:muchseleniumraretreasureAdvertisingslogan:drunkraretreasure,thevisionwillbebetter.Advertisingcreativecontent:Lifestyleandcelebrityclipsusingtherecommendedtypecombination.Thepeopleareveryfamiliarwiththesongs“swallow”thecheerfulmelodyof“MyFairPrincess”starringactorstarofSwallowZhaoWei,achildkinglook,sheledagroupofcutekidsdoingeyeexercises.Voiceoveranimmaturechildishsongssangby“Swallow”adaptationofthesong:“Swallow,bigeyes,drinkabottleofmineralwatereveryday......”thuspointtounderstandtheadvertisingtheme,Vickiholdingraretreasureofmineralwater,apairofglitterbig,brighteyes,said:“drunkraretreasure,visionwillbebetter.”Themeactivities1.By“visualYear”heavilyTreasureWiththe“99ChinaVisionYear”foreventmarketing.Accordingtohealthdepartmentsurvey,thenationalhighschoolstudents,themyopiaincidenceof64%,theincidencerateof46%students.Themostnotablefeatureistheraretreasureofmineralwatertopreventmyopiaandimprovevision.Activitieswithinthepassenger:WhereinWuhanCity,lookingformineralwatercontainingseleniumcompliancecanparticipateinsweepstakes,thefirstdayofreward500yuan,20;thenextreward300yuan,35;thirdreward100yuan,100.Objectives:toelevateawareness,strengthenthescarcityofproductresources,andenhancehigh-valueraretreasure.Thiseventunprecedentedsensation,everydaytheparticipantsaremorethanathousandormore.Majorlocalnewsmediahavereported,“itwasexpensivemineralselenium,500yuanabottle”hasbecomeatopicofdiscussionstreets.Raretreasureofmineralwatertoachievehighvisibilityinaveryshortperiodoftime,andgreatlyimprovestheraresenseoftheproduct.2.By“green”winpublicsupportActivityentitled:“Inordertoenvironmentalprotection,high-pricedacquisitionbottles.”Araretreasurebottlesfor-twodollars,otherbrandsofdrinkingwaterbottleseverypenny.Objectives:toenhancetheraretreasurereputation,andestablishdedicatedtothecauseofhumanhealthandenvironmentalprotectionloftyimage.Packeddayaftertheeventbegan,atotalofthreedaystimetorecovertensofthousandsofbottlesofraretreasure,raretreasurereputationsoared.3.EcobyeliminatingForthepartofconsumersforraretreasureseleniummineralwaterauthenticitydoubtsaboutecotourismEnshisourcingactivities.RaretreasuremineralwatersourcesEnshiJianshiCountyforestcoveragerateofover60%,freshair,beautifulscenery,ancientfolkcustoms,ecologyexcellent.Activities:At8,910March,consumersaslongasthefiveraretreasureraremineralwaterbottlestickersBowessenttoparticipateinthelottery,lotteryonceamonth,theawardsweretofindthesourceofEnshitravel.Consumersparticipateenthusiastically,receivedtensofthousandsofletters,ofwhichtherewasayoungmanonthemailmorethan1,000letters,eveninthethreeawards.Afterthetourreturnedtellingeveryone,reallyraretreasureofnaturalmineralwater,youcanresthappilydrinking.Theeventachievedthedesiredresults,notonlyeliminatestheconcernsofconsumers,butalsoplayedaverygoodpromotionaleffect.4.BypublicopinioncampaignCreateanenvironmentconducivefortheirmineralwater,mineralseleniumpro-competitiveenvironment,triggeringconcernsthewholeofsociety.Publishedaseriesofpopularsciencearticles,theideaspreadasfollows:Drinkplentyofwatertodrinkmineralwater;raretreasuremineralseleniumcontentstandardsistheonlymineralwater;raretreasureistheonlyselenium,strontium,calciumcarbonatethreemineralsarelowinsodiumstandardsofqualitymineralwater,enjoyitvalueformoney;trendsintheworldisdrinkingwater,mineralwaterInseinnotbad,butmoreandmoreflourishingpopularity;howtochoosehigh-qualitymineralwater.Aroundtheaboveconcepts,publishedaseriesofpopularsciencearticles.Thesereasonedarticlesinmajornewspaperspublishedin18consecutivePianciWuhan,thesepapersare“ChangjiangDaily”,“WuhanEveningNews,”“MetropolisDaily”,“LifeTimes”,“ChinaWeek-EndNews.”Popularsciencearticlespublishedimmediatelysparkedabigdebateinasociety.ConsumersseemconvincingfirsttimeIheardthisvoice,eliminatingtheneedformineralwaterconcerns,theconsumerisresponsiblefortheraretreasureofspiritualapplauded;expertsalsoinvolved,andformineralwaterallusive;productioncompaniesareunwillingloneliness,maintaintheirowninterests.GreatDebateclimaxstacked,JingHantwomajormediacoverage,fueled.Furtherexpandtheinfluenceoftheraretreasuregreatlyenhancethevisibilityandreputation.ImpactassessmentUnderordinarymaninBeijingmarketingplanningLtd.guidanceraretreasureofmineralwaterjustlessthansixmonths,themostcompetitiveinthemarket,thebeverageindustry,openedtheWuhanmarketinonefellswoop,makingararetreasuretobecomewell-knownbrands,visibilityreaches90%,reputationreached75%,andachievedsalesgrowthofmorethanten-foldoverthepreviousyearremarkableperformance.Raretreasuretoholdhighthebannerofpurenaturalmineralwater,greenandhealthyspearheadedanewconceptinthecountrysetoffawaveofwatertodrinkmineralwaterconsumptionfashion,raretreasuretoestablishadistinctivebrandimage,depictingplainmineralwatermarketabrilliantprospect.TherearenoaccidentalWal-MartretailempireLegend,"abook,deeplymoved.Managementoftheworld'ssuper-chainkingisindeedunique.ThefirstisSam'spersonalcharm,hecreatedthecorporateteamculture:hardwork,thrift,passion,collaboration,andnoonecompanycannotbeeasilycopied.ThereareWal-Mart's3-meterprinciples:withcustomersinthreeencounterswithinmeters,tosmile,sayhello,thisemotionalsalesalsoattractedmanynewcustomers,retainalotofoldcustomers.Incaseweseethatthecommoditysectormanagershavesufficientrightsdealwithcustomerdissatisfaction,nobuck-passingbetweendepartments,boldlyadmitmistakes,totakeresponsibilityistheresponsibilityofWal-Martemployees.Short-termsolutiontotheproblem,sothatcustomersarenotsatisfiedcanminimize,orevenleavingthecustomerfeelisextremerespect.Instead,lookbackatoursidechains.Salespersoninthecornertogettogethertochat,dependingonthecustomerandnotsee.Salespersonnextdisregardforhealthcarewhatyouneed,butheisblindlysellpromotionalvarieties.Salespersonuntrained,answerany.Evenmoreexasperatingiswithoutasmileontheirface,anddidnotputyouasGod......Ithink,nexttostoressuchasWal-Mart,ifyouopenupamajorityofcustomerswouldlikemeawayfromhim.Wal-Mart'sgeniusliesinhislow-coststrategy:nonewithcustomers,givingcustomersthelargestdiscountishisaim.Hisoccasionalpromotionalalsoattractedalotofrepeatcustomers.Inshort,Wal-Mart'sadvantageisnotabletofinishinafewwords.TherewillbeanewexperienceImustsharewithyou.------------------------Thegapbetweenthelevelofdetailistomanagethegap!------------------------ThestoresI'veonlybeenasingleonthisone,I'malittleview:Supplyshortage:Manytimesyouarenotabletoonestopshopping;Marketplaceutilizationishigh:thecolumnalsohavefullyutilized;Servicesinplace:theHarbinmarkethavenotyetappearedinEnglishshoppingguide;Respectfortheconsumer:Donotsavethepackage,aclassofgoodsisonlyonebrand(reallysmart),butnotthemostexpensive;第二篇：英文市場(chǎng)營(yíng)銷案例WarrenBuffettWarrenBuffettWarrenBuffett(bornAugust30,1930)isaUSinvestor,businessman,andphilanthropist.Heisoneofthemostsuccessfulinvestorsinhistory,thelargestshareholderandC.E.O.ofBerkshireHathaway,andin2008wasrankedbyForbesastherichestpersonintheworldwithanestimatednetworthofapproximately$62billion.Buffettisoftencalledthe“OracleofOmaha”orthe“SageofOmaha”andisnotedforhisadherencetothevalueinvestingphilosophyandforhispersonalfrugalitydespitehisimmensewealth.Despitehisoverallfrugality,hefliesinacorporatejetnamedtheIndefensible.Buffettisalsoanotablephilanthropist,havingpledgedtogiveaway85percentofhisfortunetotheGatesFoundation.HealsoservesasamemberoftheboardoftrusteesatGrinnellCollege.In1999,BuffettwasnamedthetopmoneymanagerofthetwentiethcenturyinasurveybytheCarsonGroup,aheadofPeterLynchandJohnTempleton.In2007,hewaslistedamongTime’s100MostInfluentialPeopleintheworld.Heworkedathisgrandfather’sgrocerystore.In1943,Buffettfiledhisfirstincometaxreturn,deductinghisbicycleandwatchasaworkexpensefor$35forhisworkasnewspaperdeliveryboy.AfterhisfatherwaselectedtoCongress,BuffettwaseducatedatWoodrowWilsonHighSchool,Washington,D.C.In1945,inhisfreshmanyearofhighschool,Buffettandafriendspent$25topurchaseausedpinballmachine,whichtheyplacedinabarbershop.Withinmonths,theyownedthreemachinesindifferentlocations.BuffettfirstenrolledatTheWhartonSchool,UniversityofPennsylvania,(1947-49)wherehejoinedtheAlphaSigmaPhiFraternity.In1950,hetransferredtotheUniversityofNebraskawherehereceivedaB.S.inEconomics.BuffettthenenrolledatColumbiaBusinessSchoolafterlearningthatBenjaminGraham,(theauthorofTheIntelligentInvestor),andDavidDodd,twowell-knownsecuritiesanalysts,taughtthere.HethenreceivedaM.S.inEconomicsfromColumbiaUniversityin1951.InBuffett’sownwords:I’m15percentFisherand85percentBenjaminGraham.Thebasicideasofinvestingaretolookatstocksasbusiness,usethemarket’sfluctuationstoyouradvantage,andseekamarginofsafety.That’swhatBenGrahamtaughtus.Ahundredyearsfromnowtheywillstillbethecornerstonesofinvesting.Atonlysixyearsold,Buffettpurchased6-packsofCocaColafromhisgrandfather’sgrocerystorefortwentyfivecentsandresoldeachofthebottlesforanickel,pocketingafivecentprofit.Whileotherchildrenhisagewereplayinghopscotchandjacks,Warrenwasmakingmoney.Fiveyearslater,Buffetttookhisstepintotheworldofhighfinance.Atelevenyearsold,hepurchasedthreesharesofCitiesServicePreferredat$38pershareforbothhimselfandhisoldersister,Doris.Shortlyafterbuyingthestock,itfelltojustover$27pershare.AfrightenedbutresilientWarrenheldhissharesuntiltheyreboundedto$40.Hepromptlysoldthemamistakehewouldsooncometoregret.CitiesServiceshotupto$200.Theexperiencetaughthimoneofthebasiclessonsofinvesting:patienceisavirtue.Bythelate’70s,hisreputationhadgrowntothepointthattherumorWarrenBuffettwasbuyingastockwasenoughtoshootitspriceup10%.TheironywasthatWarrenBuffettneversoldasingleshareofhiscompany,meaninghisentireavailablecashwasthe$50000salaryhereceived.Duringthistime,hemadeacommenttoabroker,“EverythingIgotistiedupinBerkshire.I’dlikeafewnickelsoutside.”第三篇：市場(chǎng)營(yíng)銷案例市場(chǎng)營(yíng)銷案例2005年第8期目錄人在職場(chǎng)月銷500萬(wàn)經(jīng)銷商的培養(yǎng)過(guò)程趙柯1椰島鹿龜酒縣城“破繭成蝶”之旅A酒業(yè)的市場(chǎng)啟動(dòng)特別關(guān)注青島啤酒挑戰(zhàn)燕京的策略“臉色紅潤(rùn)我喜歡”——“血爾”王朝顛覆記本土潤(rùn)滑油的營(yíng)銷反攻營(yíng)銷解讀“永和大王”的成功之道蒙牛酸酸乳超級(jí)女聲“茶里王”橫空出世”網(wǎng)絡(luò)豆莢iPod風(fēng)靡MP3市場(chǎng)的奧秘營(yíng)銷策劃完美消胖美片市場(chǎng)推廣方案寶善堂螞蟻保健品營(yíng)銷案例X品牌小區(qū)直銷活動(dòng)方案營(yíng)銷課堂讓你業(yè)績(jī)提高3倍的銷售方法四個(gè)終身受用的經(jīng)典故事一個(gè)簡(jiǎn)單推銷技巧的啟示案例研討A企業(yè)如何充分發(fā)揮產(chǎn)品和渠道優(yōu)勢(shì)提升業(yè)績(jī)對(duì)雅芳新模式下新問(wèn)題的思考2005年第7期目錄人在職場(chǎng)一位銷售經(jīng)理的工作日記熊貓手機(jī)市場(chǎng)征戰(zhàn)錄王開(kāi)景3陳乾坤7賀釗勝9洪慧12劉文霖15黃晟20燕濤黃江偉24曾泉江31宋喆34蔣宇飛劉仲云39吳維庫(kù)褚武軍42沈寒冰44億芬46壹網(wǎng)47馬文水49張戟51安曉燕58馮啟1郭業(yè)華3火車上賣雞腿一一從小處看銷售藝術(shù)宋春寧6策略制勝農(nóng)夫果園的差異化營(yíng)銷湯嘉昀8用“模糊”概念打造體飲姜蓉張輝14朗科優(yōu)盤的渠道之選宋奇威18惠普打印機(jī)的分銷體系ZDC21特別關(guān)注戴爾的“郵件門”事件張海濤25營(yíng)銷分析哈根達(dá)斯——冰淇淋中的勞斯萊斯摩托羅拉、諾基亞、三星手機(jī)的定位與營(yíng)銷策略“創(chuàng)維黃宏生事件”的危機(jī)公關(guān)深度營(yíng)銷在飼料企業(yè)競(jìng)爭(zhēng)中的運(yùn)用種子行業(yè)渠道沖突的現(xiàn)狀與對(duì)策營(yíng)銷課堂取一個(gè)動(dòng)聽(tīng)的品牌名稱醫(yī)藥代理制渠道模式剖析案例研討對(duì)統(tǒng)一潤(rùn)滑油分銷渠道的探討K公司的渠道變革2005年第6期目錄人在職場(chǎng)某家電品牌代理的苦衷龍津啤酒合肥市場(chǎng)終端突圍從20萬(wàn)到600萬(wàn)的銷售傳奇市場(chǎng)策劃雪花啤酒蘇家屯地區(qū)營(yíng)銷戰(zhàn)制衣公司巧妙招商制大戶團(tuán)購(gòu)銷售策劃紀(jì)實(shí)特別關(guān)注溫州鞋如何做大湖北市場(chǎng)營(yíng)銷分析耐克——營(yíng)銷傳播的啟示康益公司的營(yíng)銷組織變革某牙膏品牌的渠道提升永安醫(yī)院營(yíng)銷新思維趙國(guó)相28郭春曉30于丹霞35楊復(fù)生39張榮亭42杜黎明46趙欣50王三軍53喬書亮57李鋒1祝有華3史賢龍5趙永利10蔣云飛14縱何18鄭錦輝20陳佳27吳浴陽(yáng)30李永民36韓興宇40關(guān)注薇姿的營(yíng)銷策略石玥43營(yíng)銷課堂從返利看對(duì)經(jīng)銷商的激勵(lì)陳軍45商務(wù)風(fēng)險(xiǎn)及其防范趙漢順徐賢士49案例研討“馬日達(dá)”防水材料銷售方式的選擇馮建軍53天同公司市場(chǎng)營(yíng)銷戰(zhàn)略分析張瀛562005年第5期目錄人在職場(chǎng)銷售人員的角色定位職場(chǎng)經(jīng)歷：從月薪300元到15000元?jiǎng)⒂佬衅肝易隼峡偁I(yíng)銷紀(jì)實(shí)耐克是如何從阿迪達(dá)斯的虎口中奪食的“咽”火人間——億利甘草良咽營(yíng)銷實(shí)錄口子窖酒：西安市場(chǎng)四兩撥千斤光彩背后的故事——立邦漆的本土化營(yíng)銷康必得：中西合壁，品牌騰飛——康必得品牌傳播推廣紀(jì)實(shí)特別關(guān)注可口可樂(lè)成功的渠道運(yùn)作營(yíng)銷分析創(chuàng)維集團(tuán)的兼職銷售人員管理“陽(yáng)光100”——中國(guó)地產(chǎn)先鋒品牌中青旅的網(wǎng)絡(luò)營(yíng)銷營(yíng)銷課堂圖書營(yíng)銷渠道的管理與整合促銷品在營(yíng)銷活動(dòng)中的應(yīng)用案例研討美的營(yíng)銷：批發(fā)帶動(dòng)零售方太營(yíng)銷——淺析方太歷程；探索再造對(duì)策孫斌1潘文富4劉揮10劉婉14肖軍17陳東升23范明剛26彭旭知29譚長(zhǎng)春32賀麗娜36譚惠文39蘇真42尹強(qiáng)47任錫源50陳藍(lán)藍(lán)53蘇霜562005年第四期目錄編者的話1人在職場(chǎng)從一線銷售到營(yíng)銷總監(jiān)于斐張小鵬1我在校園營(yíng)銷圖書張東暉5“價(jià)格屠場(chǎng)”歷險(xiǎn)記張小虎62特別關(guān)注與超級(jí)終端的較量張斌123本土英雄娃哈哈：平常渠道非?？刂茀菚圆ê陚?6“蟻力神”的營(yíng)銷策劃田鑫214他山之石具有神奇色彩的“吉列”叢茂林25斯沃琪的個(gè)性營(yíng)銷牛毅斌27歐萊雅的中國(guó)市場(chǎng)策略金億305營(yíng)銷解讀豐田經(jīng)銷商唱獨(dú)角戲，價(jià)格聯(lián)盟能持續(xù)多久？鄒卉36杭州某食品公司新產(chǎn)品營(yíng)銷方略丁濱386營(yíng)銷茶座俏銷一定有竅門崔鶴同徐玉平437營(yíng)銷課堂銷售渠道的“精耕細(xì)作”范紅召45如何與英國(guó)商人打交道魏道培498案例研討自建渠道何以釀“苦果”郝星光50W乳品公司的營(yíng)銷診斷路亭亭52長(zhǎng)城潤(rùn)滑油應(yīng)對(duì)汽車工業(yè)發(fā)展影響的營(yíng)銷探討王皓552005年目錄編者的話第三期1人在職場(chǎng)我是賣酒的王成歡1從銷售代表到分銷主管劉達(dá)2為廠家做嫁衣褚杰42經(jīng)典戰(zhàn)役樂(lè)百氏酸奶甘肅反攻戰(zhàn)采光6終端致勝——張?jiān)Ｆ咸丫埔瞬隣I(yíng)銷戰(zhàn)肖愛(ài)民93特別關(guān)注寶潔與中國(guó)分銷商“共舞”達(dá)文124營(yíng)銷解讀“波司登”公司的銷售渠道張佶21《大學(xué)自習(xí)室》的成功營(yíng)銷高旭23A公司粗放的渠道管理劉旭25TCL的寶石手機(jī)營(yíng)銷何志毅宋佳倫31華龍方便面營(yíng)銷診斷王瑞娟355創(chuàng)業(yè)故事淘金，我從零起步鵬舉丁樹雄41860元成就吉利集團(tuán)董事長(zhǎng)孫東446營(yíng)銷茶座波音公司：用服務(wù)促銷鄭兵46逆向思維，獨(dú)辟溪徑崔鶴同徐玉平487營(yíng)銷課堂如何追討應(yīng)收賬款魏慶50形形色色的商戰(zhàn)促銷術(shù)胡春梅528案例研討北京市豆制食品工業(yè)公司的渠道模式探討俞江富54“蒙牛”牛奶重慶地區(qū)營(yíng)銷策略毛建芳572005年第二期目錄編者的話1人在職場(chǎng)方太銷售團(tuán)隊(duì)重振石家莊市場(chǎng)石章強(qiáng)1看一個(gè)大區(qū)經(jīng)理如何處理渠道沖突雷蒙52策略制勝奇瑞QQ——年輕人的第一輛車孫藝萌9力帆摩托分銷海內(nèi)外米雪12非?？蓸?lè)的非常成長(zhǎng)之路蒙佳鈺18諾基亞（中國(guó)）移動(dòng)電話的渠道策略王學(xué)梅213營(yíng)銷解讀刀郎——歌手，還是營(yíng)銷高手？葛志偉26為必勝客做分銷姚勇304特別關(guān)注騰訊的“病毒營(yíng)銷”劉慧335創(chuàng)業(yè)故事我策劃了康師傅白崇賢曹康林37大材小用，女大學(xué)生闖出一片艷陽(yáng)天石紅剛416營(yíng)銷茶座書店里的推銷員金騰44說(shuō)話的藝術(shù)劉志剛457營(yíng)銷課堂2004京城商廈“返券”促銷的奧秘史薇薇46利用交叉銷售突破業(yè)績(jī)瓶頸任錫源張繼良498案例研討格力空調(diào)全線撤出成都國(guó)美？黎學(xué)深等52大統(tǒng)公司該如何對(duì)渠道進(jìn)行改革余敬文562005年第一期目錄編者的話1人在職場(chǎng)一次成功的超市人場(chǎng)談判竄貨的代價(jià)銷售主管啟動(dòng)經(jīng)銷商的妙招2市場(chǎng)觀察功能飲料市場(chǎng)，誰(shuí)主沉浮3經(jīng)營(yíng)手記國(guó)盛空調(diào)借助房產(chǎn)促銷藍(lán)貓搶灘兒童飲料市場(chǎng)迪比特實(shí)戰(zhàn)營(yíng)銷探秘家樂(lè)福寶潔品牌的中國(guó)之路4營(yíng)銷策劃成都小靈通的營(yíng)銷策劃5創(chuàng)業(yè)故事愛(ài)拼才會(huì)贏，打工仔成“摩托大王”把握“偶然”，他成功創(chuàng)業(yè)6營(yíng)銷策略“反彈琵琶”巧生財(cái)秀才尋馬“圍魏救趙”與“交叉規(guī)避”水上飄的故事7營(yíng)銷課堂中國(guó)手機(jī)分銷渠道分析8案例研討A公司渠道銷售的探討某電信公司電話卡的銷售難題王鵬輝1陸和平6李洪濤9胡佳麗12王彬15高素英18吳曉燕21周洋25劉晶晶28舒國(guó)華32石紅剛38高政42費(fèi)偉華44表昀45黎學(xué)深45史怡46于海燕47謝剛54金磊57第四篇：市場(chǎng)營(yíng)銷案例市場(chǎng)營(yíng)銷案例策劃市場(chǎng)營(yíng)銷案例策劃——破街的飲品店一、破街的商業(yè)前景二、營(yíng)銷策劃背景三、競(jìng)爭(zhēng)對(duì)手分析四、自我的分析五、產(chǎn)品推廣計(jì)劃六、策劃活動(dòng)的效果正文一．破街的商業(yè)飲品前景破街位于河南師范大學(xué)附屬中學(xué)的西面，破街到附中有100,米左右的距離。正對(duì)面就是河南師范大學(xué)的家屬院，斜對(duì)面即是我們學(xué)校河南師范大學(xué)，破街周也有幾個(gè)居民小區(qū)。破街在今年年初進(jìn)行了大規(guī)模的整改，不管是整體形象，破街的衛(wèi)生狀況以及入駐商家的質(zhì)量都得到了很大的改善提高，為周圍的居民以及學(xué)校的學(xué)生提供了更好的購(gòu)物消費(fèi)環(huán)境。破街里的商業(yè)店鋪?zhàn)钪饕槍?duì)的消費(fèi)群就是其周圍的學(xué)校里的學(xué)生，年齡大約在16-25歲左右的年輕消費(fèi)群。因此街道商家多為小餐館，小型精品屋，服裝鋪等圍繞著學(xué)生的學(xué)習(xí)和生活的需求的商家，擁有固定的消費(fèi)群，而且消費(fèi)人群大，需求量大，市場(chǎng)穩(wěn)定，市場(chǎng)前景看好。飲品店作為新消費(fèi)時(shí)尚潮流下產(chǎn)物以便捷快速時(shí)尚的理念吸引著一大批的年輕一族。新穎酷爽的新型飲品滿足年輕人追求時(shí)尚與暢爽的味覺(jué)體驗(yàn)，在視覺(jué)和味覺(jué)帶來(lái)不同的感受。在你感到疲憊與煩悶的時(shí)候一杯冰爽的飲品讓你倍感暢快，當(dāng)你感到寒冷孤獨(dú)時(shí)一杯暖暖的奶茶讓你倍感溫馨。飲品店主營(yíng)飲品：歐式行動(dòng)奶茶，花式奶茶，天然果蔬汁，中國(guó)傳統(tǒng)茶飲，花茶，花式酒精飲品，各式冰飲，奶制飲品。飲品店副營(yíng)產(chǎn)品：韓式壽司，日本紫菜包飯，烤翅，章魚小丸子，冰激凌球。二、營(yíng)銷策劃背景（一）消費(fèi)者分析購(gòu)買行為分析：產(chǎn)品針對(duì)的就是來(lái)破街消費(fèi)的學(xué)生，尤其是姐妹淘和情侶搭伴消費(fèi)的，為其提供便捷快速的飲品與簡(jiǎn)單的小吃，滿足其所需。購(gòu)買周期分析：周六日以及每天的下課放學(xué)時(shí)間是破街人流的高峰期，吃飯的時(shí)間會(huì)是產(chǎn)品出售的高潮時(shí)間段，大多數(shù)的學(xué)生會(huì)在吃飯的時(shí)候搭配一款飲品。破街不僅有許多餐廳還有許多百貨店服裝店，在購(gòu)物中快捷的飲品，提供便捷的服務(wù)。在炎熱的夏天隨著溫度的升高產(chǎn)品銷量尤其是冰凍的涼飲和冰淇淋會(huì)增加銷量。寒冷冬季溫度降低冷飲銷量會(huì)大幅度下降消費(fèi)者相反會(huì)選購(gòu)熱飲來(lái)搭配食物。作為破街學(xué)生是最大的消費(fèi)群，當(dāng)寒暑假時(shí)期學(xué)生放假破街的商家將會(huì)迎來(lái)淡季，同時(shí)作為拉動(dòng)經(jīng)濟(jì)的小長(zhǎng)假也會(huì)是破街淡季。消費(fèi)者喜好分析：作為飲品，大多消費(fèi)者將其作為食物大陪尤其是口味比較中的食物。還有些將其作為加餐下午餐搭配零食使用。夏季選冷飲冬季選折加熱的飲品。破街不僅有許多餐廳還有許多百貨店服裝店，在購(gòu)物中快捷的飲品，提供便捷的服務(wù)。消費(fèi)者尤其是年輕學(xué)生有好奇心，對(duì)于新奇的食物例如韓國(guó)日本人料理臺(tái)灣的食物都愛(ài)勇于嘗試。飲品店市場(chǎng)背景分析:飲品店作為新消費(fèi)時(shí)尚潮流下產(chǎn)物以便捷快速時(shí)尚的理念吸引著一大批的年輕一族。尤其在學(xué)校附近學(xué)生聚集的破街這些飲品店大受學(xué)生歡迎，購(gòu)買量大，購(gòu)買人群固定，前景看好。三、競(jìng)爭(zhēng)對(duì)手分析類似飲品店分析：破街現(xiàn)已有飲品店6家左右。經(jīng)營(yíng)模式為兩家街景式快捷飲品店，還有四家飲品店提供休息娛樂(lè)為一體的。它們?cè)谄平盅剡厓蛇叄?jīng)營(yíng)的產(chǎn)品有很大的重復(fù)性大都為奶茶和果汁之類的產(chǎn)品也提供刨冰等冷飲每一家的店都有自己忠實(shí)的顧客。他們幾乎都是屬于加盟店，經(jīng)營(yíng)模式都如出一轍。競(jìng)爭(zhēng)對(duì)手的策略分析：銷售的模式比較老套，在建店初期進(jìn)行降價(jià)銷售或是買一送一這一類的傳統(tǒng)營(yíng)銷方法，會(huì)在初期有明顯效果吸引一大部分的購(gòu)買人群但在活動(dòng)結(jié)束后銷量又會(huì)迅速下降。如果該飲品店的口味良好會(huì)在初期的營(yíng)銷中建立自己的小型的顧客群。同時(shí)店里都會(huì)采用會(huì)員制發(fā)放會(huì)員卡驚行積分優(yōu)惠。也會(huì)在大學(xué)校園發(fā)放傳單或懸掛橫幅，效果不盡理想。競(jìng)爭(zhēng)對(duì)手：因?yàn)殇N售接近的產(chǎn)品所以競(jìng)爭(zhēng)壓力比較大，而且大多數(shù)的學(xué)生購(gòu)買飲品只是就近選折只是少數(shù)的學(xué)生口味偏好會(huì)專門的選擇，有固定消費(fèi)的店鋪。競(jìng)爭(zhēng)對(duì)手優(yōu)勢(shì)與劣勢(shì):破街有多家類似飲品店每一家都有自己啊獨(dú)到的特色的產(chǎn)品和吸引消費(fèi)人群的兩點(diǎn)他們優(yōu)勢(shì)各不同主要有兩點(diǎn)優(yōu)勢(shì)：第一相比較新的飲品店他們?cè)谄平秩腭v有很長(zhǎng)一段時(shí)間有大量的忠實(shí)消費(fèi)人群，而且對(duì)周圍環(huán)境比較了解熟悉也對(duì)顧客的消費(fèi)喜好比較了解，擁有比新開(kāi)店鋪更多的經(jīng)驗(yàn)。第二地理位子的優(yōu)勢(shì)相比新開(kāi)的飲品店位置靠后，那在破街口的飲品店就有先天優(yōu)勢(shì)。劣勢(shì)：破街的所有飲品店都是加盟進(jìn)行營(yíng)銷，也就是說(shuō)店里的所有產(chǎn)品包括產(chǎn)品包裝，店內(nèi)裝修營(yíng)銷方法都是主公司進(jìn)行包裝策劃這是他們一大優(yōu)勢(shì)也是他們劣勢(shì)所在。每個(gè)地區(qū)的消費(fèi)人群喜好不通同，口味不同在一個(gè)地區(qū)受歡迎的產(chǎn)品不一定在其他地區(qū)賣的好，說(shuō)以這些商家進(jìn)貨會(huì)進(jìn)各種不通的貨源容易造成資金浪費(fèi)。另外就是他們采取的營(yíng)銷宣傳方法過(guò)于老套對(duì)于年輕的顧客新引力不大宣傳效果不夠好。飲品店銷售的飲品大都比較單一沒(méi)有太多新意也只是滿足簡(jiǎn)單的需求對(duì)于更高的消費(fèi)無(wú)法滿足。許多店鋪長(zhǎng)時(shí)間經(jīng)營(yíng)設(shè)備和裝修老化滿足不了追求新意時(shí)尚的年輕一族，長(zhǎng)時(shí)間經(jīng)營(yíng)產(chǎn)品優(yōu)缺點(diǎn)暴漏明顯。四、自我分析自我的基本介紹：我們是一家中小型的飲品店，擁有獨(dú)立的休閑地方為顧客提供享受飲品的地方，與休閑娛樂(lè)的地方。店內(nèi)有冷暖空調(diào)擁有舒適的環(huán)境，有吧臺(tái)有高腳凳，有創(chuàng)意的裝修，有最為新穎時(shí)尚的飲品，有好玩的游戲，有豐富的創(chuàng)意，有你意想不到的驚喜。Swot分析優(yōu)勢(shì)：作為一家新型飲品店有區(qū)別其他的飲品店，自主創(chuàng)牌店內(nèi)豐富獨(dú)特的產(chǎn)品將會(huì)是小店最大的優(yōu)勢(shì)同時(shí)小店推陳出新的產(chǎn)品滿足那些追求新潮的年輕人。創(chuàng)意的營(yíng)銷策略是小店的的法寶可以吸引更多的人，做到與他家絕不雷同。新的設(shè)備新的儀器干凈的優(yōu)雅環(huán)境，特色的異國(guó)小吃，會(huì)吸引愛(ài)嘗鮮的美食主義者。劣勢(shì)：其一因?yàn)槭且患倚碌娘嬈返?，知名度較小沒(méi)有基礎(chǔ)的客源，消費(fèi)群不夠競(jìng)爭(zhēng)壓力大。其二就是一家新的飲品店要在破街站下角需要很長(zhǎng)一段時(shí)間適應(yīng)與巨大的前期投入，不管是適應(yīng)能力還是對(duì)破街的了解層度以及對(duì)當(dāng)?shù)仡櫩推枚疾涣私狻Ｋ幍牡乩砦蛔涌亢笫且淮罅觿?shì)，有許多的同學(xué)喜歡逛街前買一杯飲品的習(xí)慣。機(jī)會(huì)：因?yàn)轱嬈返赇N售的是新奇創(chuàng)意的新潮飲品很容易得到同學(xué)的喜歡吸引同學(xué)的目光，使飲品店獨(dú)樹一幟。風(fēng)險(xiǎn)：飲品店所銷售的飲品不與其他家的雷同但是新奇的飲品與異國(guó)的小吃不知道是否符合當(dāng)?shù)氐目谖读?xí)慣得到廣大顧客的接受是一項(xiàng)挑戰(zhàn)五、產(chǎn)品推廣計(jì)劃年齡范圍：15-25歲年輕學(xué)生教師。尤其針對(duì)愛(ài)時(shí)尚愛(ài)購(gòu)物追求刺激新意的年輕男女。群體:初高中生，大學(xué)生（情侶），教師，周圍的居民。產(chǎn)品定位:飲品店主營(yíng)飲品：歐式行動(dòng)奶茶，花式奶茶，天然果蔬汁，中國(guó)傳統(tǒng)茶飲，花茶，花式酒精飲品，各式冰飲，奶制飲品。飲品店副營(yíng)產(chǎn)品：韓式壽司，日本紫菜包飯，烤翅，章魚小丸子，冰激凌球，圣代。特色飲品小吃：隨著時(shí)間店內(nèi)會(huì)不時(shí)的推出自創(chuàng)飲品和引進(jìn)最新潮的飲品，也會(huì)根據(jù)消費(fèi)者喜好自作專屬飲品特色小餐點(diǎn)。因?yàn)樗诘貫槠平炙槍?duì)人群為學(xué)生老師低消費(fèi)人群因此產(chǎn)品定位偏中下。店鋪經(jīng)營(yíng)模式：店鋪分上下兩層一樓飲品調(diào)配銷售以及小吃制作，二樓小型休閑產(chǎn)地，提供休息的地方不只是單一經(jīng)營(yíng)飲品。不采取加盟已有的成功店鋪?zhàn)约洪_(kāi)創(chuàng)自己品牌更有利飲品店發(fā)展，除了傳統(tǒng)飲品，還有自己設(shè)計(jì)調(diào)配的創(chuàng)意飲品和最新流行飲品產(chǎn)品更新?lián)Q代的快速。自己設(shè)計(jì)裝修風(fēng)格。店內(nèi)裝修：店鋪是自主經(jīng)營(yíng)，因此店鋪裝修有自己設(shè)計(jì)，但根據(jù)所處的環(huán)境和針對(duì)消費(fèi)人群設(shè)計(jì)自己裝修。一樓設(shè)有大吧臺(tái)，高腳凳可以現(xiàn)場(chǎng)品嘗飲品，一樓裝修將會(huì)采取大膽的混搭裝修風(fēng)格突出的就是另類新潮個(gè)性將會(huì)滿足年輕一族的需求，同時(shí)裝修后后有很大余地也就是會(huì)隨時(shí)更改裝修變換更加富有新意。還有游戲區(qū)和心情便簽去。二樓的的專門休閑區(qū)采用暖色裝修，地中海風(fēng)格和美國(guó)鄉(xiāng)村田園風(fēng)格會(huì)是店鋪裝修的選擇，打造一個(gè)溫馨舒適的享受的環(huán)境，另來(lái)這里消費(fèi)的顧客得到一份安靜與溫馨。店鋪經(jīng)營(yíng)理念：每個(gè)公司企業(yè)都有自己的經(jīng)營(yíng)理念同時(shí)作為小小的飲品店也有那就是提供最時(shí)尚最創(chuàng)意最新奇的飲品是我們追求的目標(biāo)，服務(wù)顧客，用最另類的觀念去經(jīng)營(yíng)去銷售。推廣營(yíng)銷策劃:1.傳統(tǒng)的營(yíng)銷策劃方法：開(kāi)店初期也會(huì)采取商品降價(jià)銷售。和買一送一的方法促銷來(lái)吸引顧客到店里來(lái)了解產(chǎn)品，了解店鋪。2.會(huì)員卡：店鋪會(huì)在初期來(lái)店里消費(fèi)的顧客發(fā)放專屬個(gè)性的會(huì)員卡，會(huì)員卡除了可以在店鋪享受購(gòu)物打折和購(gòu)物累計(jì)積分換飲品的常規(guī)活動(dòng)外還可以憑借會(huì)員卡享受店鋪里新品免費(fèi)品嘗活動(dòng)，品嘗最新產(chǎn)品說(shuō)出建議。對(duì)于會(huì)員還可以參加店內(nèi)舉行的小游戲，贏取獎(jiǎng)品，針對(duì)會(huì)員還有小型聯(lián)誼會(huì)，使得會(huì)員和店鋪關(guān)系更加緊密。3.前期的營(yíng)銷宣傳：盡量少的減少發(fā)放傳單這類的守舊的宣傳，可以再店前擺放新奇的裝飾吸引來(lái)破街購(gòu)物游玩的群眾。在大學(xué)校園利用周末時(shí)間進(jìn)行小游戲進(jìn)行現(xiàn)場(chǎng)產(chǎn)品的推銷宣傳。設(shè)置小型現(xiàn)場(chǎng)花式飲品調(diào)配，現(xiàn)場(chǎng)教授以及免費(fèi)的品嘗都不失為很好的宣傳，不發(fā)放廣告，而是將宣傳的字語(yǔ)與宣傳店鋪的字句印在特色的品嘗杯子里，杯子是一件小的藝術(shù)品不會(huì)被輕易丟棄，同學(xué)拿回寢室會(huì)起到廣告但的作用節(jié)能又環(huán)保一舉多得。4.長(zhǎng)期的營(yíng)銷活動(dòng):（1）飲品店會(huì)固定時(shí)間推出新的飲品，舉行新品品嘗會(huì)得到建議，同時(shí)會(huì)為新品進(jìn)行一小段時(shí)間的降價(jià)促銷，新品的推出會(huì)吸引喜愛(ài)最求新鮮事物的年輕人，他們也會(huì)人為品嘗店里的新品是一種時(shí)尚，新潮的體驗(yàn)，我想不會(huì)有哪個(gè)年輕人會(huì)拒絕這樣的體驗(yàn)。（2）情侶系列產(chǎn)品，和姐妹淘產(chǎn)品的組合營(yíng)銷。購(gòu)買花式飲品大多是少女，情侶也會(huì)選折富有浪漫氣質(zhì)的飲品針對(duì)這一特點(diǎn)將店內(nèi)飲品進(jìn)行組合銷售、推出情侶系列例如紅茶，綠茶天生一對(duì)組合天使，撒旦組合這樣新奇的名字組合銷售會(huì)吸引熱戀中的男女，同時(shí)二樓的休閑場(chǎng)地也為年輕男女提