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Big Tang the manor mineral spring appears on market the operation planprovenance:Internet  Date
Added:2005-11-20 Two, the situation valuation, to the observation or the analysis of the mineral spring market Three, appear on market ex- marketing must in advance one-step or several step Four, the normative management foundation work Five, the establishment and the management of the outlet construction and the logistics system Six, manage or sell the personnel's job advertisement and train the work Seven, the VI design and ducting Eight, advertisement, topic activity, public relations activity A, foreword The mineral spring item of the north Ì chemical engineering equipments factory is carrying on in the strain, for make" big Tang's manor" mineral spring entered as soon as possible in the home ands of the market and particular stratum consumer, provide" big Tang's manor" mineral spring manufacturing company reference towards expecting to operate or preparing to work to especially make this suggestion programming or the plan document before, only. A new brand mineral spring appears on market to say for a successful business enterprise, the brand and the thoroughfare network resourceses that can use to already have, can also throw in the huge sum to carry on high raise the expansion of the high dozen, before carry on the market cognition sex education that expect, but say for" big Tang's manor" all new mineral spring species, the conditions of these advantages all do not have, for the opportune moment of the reasonable control market of demand, making use of the limited resources of oneself to carry on the valid product of science to appear on market the operation. Two, the situation valuation, to the observation or the analysis of the mineral spring market Because before certain that item already through the SWOT analysis, for this reason document does not involve that contents, combine to appear on market only expect to prepare to work, basic understanding to the mineral spring situation and analysis: 1, a glimmer of brand capital luck camp, the low level market terminal price competition candescence: Observe according to the market, the Chinese mineral spring market has already become to take Wahaha, Robust, health hall, nest of ȸ as the predominant glimmer of brand, with the mountain of áÀ , teacher of ¿µ , Coca-Cola, extremely rare treasure, dint of âù , the benefit treasure...etc. famous of two line brands and some places with worse real strenghts in the small business enterprise mineral spring" the Three Kingdoms involve three parts" market structure and form;Among them, a glimmer of brand is in the main position of the °Ô of the market of water with 70% or so market quota male, two line brands and some market quotas of brand of places are very low. The pre-eminent medium of a glimmer of brand at whole country attack with all strength, a speech of star, spread the concept and promote the good reputation degree of the brand, expand the market with all strength;The brand of the place makes use of the native advantage, aggressive integration outlet, take the hogshead water as to correspond the point, take the bottled water super low price as to compete the means, try hard for the cent a cake of has already done big" cake".In a glimmer of brand in addition to the health hall temporarily hasing no foreign capital, other brand backs all have the abroad the big capital to get involved, with borrow money this advantage, these a glimmer of brands pack the market of water to carry on" shuffle cards" to the low level continuously with the low price strategy, the whole water market is whole to enter" the fire explode to put together" period, the individual glimmer of brand 550 ML bottled water has already fall to break a dollar. 2, the mineral spring foreground is good, the potential is huge: Through" pure" and" natural" focus affairs, the bottle packs to drink the mineral spring real gather" natural"," nourishment"," health" in whole body, meet the mental need that the large consumer promote" natural, free from pollution and healthful"s, is a more ideal bottle to pack the drinking water, more and more of was like by the large consumer!Just become" king in the water"! From the Wahaha, Nongfu Spring and righteousness of golds at inside of" water army corps of Zhejiang" rob to share the headwaters strongly in the northeast, from the green Æ¡ , city of Ñà , blue numerous crocodiles with big beer of sword in succession the military advance water City, arrive the Robust to" change sides in war" to major in the mineral spring, declare" drink the mineral spring more is a right choice" publicly, also proved this well. 3, competitor's condition analysis: Be a glimmer of brand of the profession of water, because of enter early, the brand popularity is high, the business enterprise real strenght is strong, plusing get involved of strong capital in foreign country, a glimmer of brand low level water market ¢ breaks to conduct the visible result already early show, match with already marketing network of conduct many years, the competitive advantage is obvious;Two line brands hug the branded history to precipitate generally or the advantage( such as the áÀ mountain mineral spring) of the local place, with the localization strategy, decline low cost, enhance the competition ability for compete the means to put together to contend for a glimmer of;But the both parties still fight the point currently concentrated in the low level public's market, in upscale subdivide the market although beginning now clues, didn't¡ãyet cause the enough value. An and two basic likeness of the product combination, the product packing of the line brand mineral spring, with the soft plastics bottle pack for lord, the capacity contain 6 Ls\\1.5 Ls\\550 MLs\\596 MLs\\330 MLs, satisfy the public consume the middle age choice of the green person, child, the family different community;The glass bottle packs the mineral spring to appear the supermarket selling exhibition with the costliness, but the packing of the product, promote sales slightly mild;But the benefits is similar to market drive, an and two profession tycoons of the line brand picked up the price sharp weapon repeatedly, use the low price to start a time per time to pound at to the market, hope can the elephant appliance profession to jack up the profession into the threshold continuously. 4, consumer condition analysis: Consume the behavior:Along with the exaltation that the people consume the article of water and healthy consciousness, the large consumer hases already become to purchase the habit that the bottle pack the drinking water, already having the person of near 70% to have already accepted the bottled water in the city consumer. Consume the community:15-19- year old" precise youth", drink the comparison of the bottled water tallest, the 20-29- year old youth is slightly low, but above 30 years old of consumer body, then re-appeared the traditional thrifty and true consumption principle of Chinese again lower in the comparison that the 30-45- year old person drinks the bottled water;The 45-65- year old person is lowest. Consume the characteristic:More consumers are consumed the behavior to tend in reasonableness, buying consumptions of water to all have the certain brand concept and brands consciousness, brand, eating, health, price, the local and well-known brand is opposite to even be subjected to the favor, also making a glimmer of brands, such as Wahaha, Robust, health hall and the ȸ nest...etc. sell the quantity far far high in other two brands of the lines and places. Three, appear on market ex- marketing must in advance one-step or several step According to the way of thinking of" big Tang's manor" mineral spring manufacturing company leadership," big Tang's manor" fixed position at in the consumer profile body of the high income stratum, to create thus a kind of mineral spring of higher personal status, so in the mineral spring market of the present stage, our first step thinks or suggests:Need to be at the following aspect from the cultural marketing of angle or layer open the exhibition work or work well to prepare the work. ( A)Strategic environment |
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