文档介绍：牡丹江花河啤酒广告筹划书
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliair defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the4
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
二 消费者分析:
牡丹江啤酒市场的消费者类型大体上可分为三种:
一是重视啤酒的口味,在调查中发现30%的消费者是重视啤酒的口感,并不在乎啤酒的价格的上下,在他们眼里只要啤酒好喝,价格稍高一些是可以接受的,也就是说啤酒的口感,品质和档次成为他们选购时所要考虑的因素,当然这局部消费群的家庭经济消费水平是比拟高的这种类型的消费者是少数的。
二是重视啤酒的价格,价格的上下对他们影响教大,他们认为啤酒的口味是大同小异的,没有过于明显的差异,还是选择廉价的,这局部消费者的经济消费水平一般,但是这局部消费人群的人数教高,有必要占领这局部市场。
三是重视啤酒是否有奖,中奖率是否很高,该品牌的啤酒能否中奖,对他们是否选择购置影响教大,外表上看这局部消费者是爱占小廉价,但是实质上他们和那些重视价格的消费群类似的,想中奖无非是想少花钱多得商品,可以把这局部消费者归为那些重视价格的人群中。
以下为消费者对花河,雪花两种品牌的看法:
花河:消费者认为口感不错,爽口,够劲,但是价格高,而且没有奖,在访谈中这些消费者也表态,如果花河的价格能和其它品牌一样,或能实行有奖销售,他们会选购花河的，毕竟花河比其它品牌的啤酒口感好。
雪花：消费者认为口感一般，不如花河，但是价格比拟低，而且是有奖销售，中奖率高，那些重视价格的消费者因此愿意购置。
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize int