北京精准企划谈食品企业成功营销系列之六十三：把啤酒品牌当人来做才能最终赢得市场

1北京精准企划谈食品企业成功营销系列之六十三把啤酒品牌当人来做才能最终赢得市场作者北京精准联合企划有限公司首席策划中国食品营销策划第一人丁华为了更精准了解啤酒产品的消费需求，竞争态势和潜在的市场机会，使啤酒生产企业，特别是中小啤酒企业能够做到根据消费者的需求进行品牌策划、产品策划、市场策划和销售策划，最大限度降低啤酒企业品牌和产品的市场营销风险，快速提升产品的销量，稳健地做强品牌和做大市场规模，北京精准企划于近期对北京啤酒产品做了一次专项、深入的消费者需求市场调研。精准企划市场调研部对调研问卷进行了专业的设计，并对被访消费者在性别、年龄和收入等方面做了科学的配额。本次调研采用国际通行的CLT（CENTRALLOCATIONTEST），即集中定点市场调研方式，共访问啤酒产品的消费者305人，其中男性占617，女性占383。按照统计学的原理，本次调研的置信度在96以上，完全符合市场调研的准确度。精准企划希望以消费者需求调研数据为基础，为啤酒企业做大产品销量和做强品牌提出一些有价值的营销建议和思路。青岛、燕京两大品牌领跑北京啤酒市场29305200600012701800000100020003000400050006000雪花燕京青岛哈尔滨其它消费者经常喝哪几个品牌的啤酒调查结果显示，在消费者经常喝的啤酒品牌中，青岛啤酒的品牌提及率高于燕京，达到600，燕京啤酒占消费者选择比率的520。这项调研数据表明即使是在北京市场，青岛啤酒品牌在消费者心中的知名度、美誉度和忠诚度也要略高于燕京啤酒。实际上燕京在北京市场啤酒产品的销量要多于青岛啤酒。雪花啤酒排在消费者经常喝的啤酒品牌的第三位，消费者选择比率为293；哈尔滨啤酒排在第四位，占消费者选择比率的127；2其它品牌合计占180。因为本题是多选调研设计，所以各品牌的百分比相加要超过100。从以上调研结果可以看出青岛、燕京两大品牌领跑北京啤酒市场，雪花和哈尔滨也是北京啤酒市场两个有力的竞争品牌。口感是消费者购买啤酒产品首要关注的因素22701470227060701200100019303300700001000200030004000500060007000品牌价格产地口感包装品种度数容量其它消费者购买啤酒产品主要关注的因素当北京精准企划市场调研部的访问员问及消费者购买啤酒产品主要关注哪些因素时，口感的选择比率要远远高于其它因素，占607；排在消费者购买啤酒产品考虑因素第二梯队的有啤酒的品牌、产地和度数，分别占消费者选择比率的227、227和193。往下依次是啤酒产品的价格占147，包装占120，品种占100，其它因素的选择比率相对较少。可见口感是消费者购买啤酒产品首要关注的因素。啤酒产品在家里和饭馆的消费量各占一半在家里和饭馆喝啤酒数量的比例是怎样的家里喝5000饭馆喝5000从总体上看，消费者在家里和饭馆喝啤酒的数量各占50。餐饮渠道是啤酒产品的重要销售终端。对于家庭消费，除了大中型超市外，社区小连锁超市和小食品商店也是啤酒产品重要的销售终端。3每瓶啤酒的价格定位在2140元最适合27088030402910121033068034034000050010001500200025003000350015元及以下1620元2125元2630元3140元4150元5180元81100元10元以上消费者购买最多的是多少钱一瓶的啤酒调查数据显示，消费者购买的啤酒产品中，每瓶价格在2125元的比率最高，占304；紧随其后的是2630元，占消费者选择比率的291；认为每瓶啤酒价格在3140元最适合的消费者选择比率为121。同时也有合计169的消费者认为每瓶啤酒的价格在40元及以上最适合；选择1620元的消费者比率占88。该项调研结果表明每瓶啤酒的价格定位在2140元消费者认为是最适合的。啤酒产品消费有明显的季节差异0707090270101015600002000400060008000春季夏季秋季冬季差不多消费者在哪个季节喝啤酒的数量最多啤酒产品消费有明显的季节差异，有709的消费者表示在夏季喝啤酒的数量最多；也有156的消费者一年四季喝啤酒的数量都差不多；回答在冬季喝啤酒最多的消费者占101；在秋季和春季喝啤酒最多的消费者比率合计只有34。可以看出啤酒产品夏季的饮用量最大，但在冬季和其它季节也有相应的消费群体。如何满足消费者在不同季节对啤酒产品差异化的需求，是啤酒企业需要思考和解决的营销课题。4易拉罐装啤酒占消费总量的近三成消费者喝瓶装和易拉罐装啤酒数量的比率易拉罐装2897瓶装7103从以上调研分析图表中可以看出，瓶装啤酒产品的销量要明显高于易拉罐装的啤酒。消费者喝瓶装和易拉罐包装啤酒数量的比率分别是7103和2897。罐装啤酒容量相对较小，更适合家庭消费，在啤酒市场的占有率也呈现上升趋势。啤酒产品重度消费者占相当高的比率8205401840116061061068017002040000500100015002000250010元及以下1120元2130元3140元4150元5180元81100元101150元150元以上消费者今年平均每月喝啤酒的花费大约是多少钱如图所示，消费者今年平均每月喝啤酒的花费在150元以上的选择比率最高，占204，平均每月喝啤酒的花费在101150元的消费者选择比率也占170，两项合计达到374。如果我们把平均每月喝啤酒花费超过100元的消费者定义为重度消费群体，那么北京市场啤酒产品重度消费者的比率接近四成，在啤酒产品消费者中已占据了相当大的比率。啤酒产品消费总量呈快速增长态势535701610482000010002000300040005000增加了减少了差不多与去年相比今年消费者喝啤酒的数量变化与去年相比今年喝啤酒数量增加的消费者比率达到357，回答减少了的消费者比率为161，表示今年喝啤酒的数量与去年差不多的消费者比率占482。该项调研数据表明，北京市场啤酒产品消费总量依然呈快速增长态势。消费者认为现有啤酒产品的不足消费者认为现有的啤酒产品的不足主要包括以下十八个方面1、瓶装的样式太少；2、味道一般；3、牌子太多、太乱；4、度数太小；5、喝多了对胃不好；6、瓶盖难开；7、质感有点差；8、味苦；9、口感没有以前香醇；10、口感不好；11、对身体不好；12、喝后的气味太难闻；13、气太多；14、越来越难喝；15、喝多了肚子大；16、太涩了；17、不健康；18、产品之间差异小等等。把啤酒品牌当人来做才能最终赢得市场啤酒品牌仅靠产品的差异化很难建立和形成长久的竞争优势，只有建立清晰的品牌定位，与目标消费群体在价值观层面进行沟通，把啤酒品牌当人来做才能最终赢得市场。我们知道米勒啤酒在被国际烟草巨头菲利浦莫里斯公司收购之前，在全美啤酒市场排名第8位。有着万宝路成功行销经验的菲莫公司为米勒啤酒所做的第一步就是重新定位。通过市场调研发现，米勒啤酒口味清淡这一点相当突出。于是米勒把品牌定位为“口味最淡的啤酒”，强调米勒比较适合大量饮用，并根据这一定位制定出“它是你辛劳后的享受”的品牌传播概念。米勒啤酒在品牌定位的基础上，与目标消费者在情感层面建立有效的沟通。对米勒啤酒品牌进行人性化的传播，最终成就的米勒在全美啤酒市场前三强的位置，现已成为淡啤市场的第一品牌。国内知名啤酒品牌中，华润雪花啤酒的品牌传播口号是“勇闯天涯”，燕京啤酒广告语是“感动世界，超越梦想”，雪津啤酒广告语是“真情共成就”等，都是在朝着品牌人性化传播的方向努力和实践，虽然在品牌策略方面总觉得还不够完善，但都已经取得了比较好的品牌传播效果，并对产品的销量的提升起到了很大的拉动作用。不管是全国性的强势啤酒品牌还是区域性或地方性的中小啤酒企业，在提升产品力和销售力的同时，更重要的是品牌与目标消费者在情感和价值观层面进行沟通。通过人性化6的品牌策划和传播，在消费者心智中沉淀下啤酒的品牌个性代表的就是消费者的个性，你的产品品牌就是消费者想喝的啤酒品牌形象。比如一个啤酒品牌的目标消费群体是2645岁的男性上班族，如果品牌的广告语是“成功来自于背后的努力”，通过这种在价值观层面与目标消费者有效沟通的人性化品牌定位和品牌传播策略，必然会有更多的消费者与你的啤酒品牌产生精神上的共鸣，并牢牢记住你的啤酒品牌，成为你产品的忠实消费者群体。只有这样你的啤酒品牌才能与竞争品牌形成完全的差异化。结束语我们对精准企划的理解精准企划就是通过对食品市场的整体把握，采用精准的市场细分策略，精准的品牌策略，精准的产品策略，精准的价格策略，精准的渠道策略，精准的广告投放策略，精准的促销策略等，集中企业资源对细分市场和目标消费群体进行精准的传播，有效减少食品企业资源和成本的浪费，快速提升品牌和产品销量的整合营销策划模式。经过二十一年营销实战的检验，从公元2008年8月起，我们已经在中国食品营销领域开创一个全新的精准企划时代。我们能做到稳定地为食品企业赢利，并且对营销策划的结果负责，真正实现了为食品企业低成本，无风险营销策划的公司理念。北京精准联合企划有限公司郑重承诺1、为食品企业提供中国一流水准的营销策划服务；2、让食品企业所做的营销策划项目在同类竞争产品中做到最好；3、给食品企业创造相当于营销策划费用10100倍的经济效益。北京精准企划中国食品行业营销策划第一品牌。食品企业营销问题或难题全面解决方案请进入北京精准联合企划有限公司网站查阅。北京精准联合企划有限公司首席策划丁华作者简介7丁华，中国食品营销策划第一人，北京精准联合企划有限公司总经理，47周岁；中国最专业的食品营销策划实战专家，21年只专注于食品策划，在中国和全世界首先提出与创建了关键点营销策划理论；成功服务过100多家国际和国内大中小食品企业，专门为中国食品企业创立了食品成功营销策划实战工具，真正实现了食品企业低成本，无风险营销的精准企划理念。北京精准企划中国食品行业营销策划第一品牌。食品企业营销问题或难题全面解决方案请进入北京精准联合企划有限公司网站查阅。网站WWWCHINAJZQHCOMEMAILJZQH2008SOHUCOM公司电话0106271362662719068；专家直线01062712585138011722308（英文版）EASILYBLAME,TOPREVENTTHEBROKENWINDOWEFFECTSUPERVISETHELEADINGCADRESTOPLAYANEXEMPLARYROLE,TAKETHELEADINTHESTRICTIMPLEMENTATIONOFTHEAND,LEADTOSAFEGUARDTHESOLEMNITYANDAUTHORITYOFTHEPARTYDISCIPLINE,ENSURETHATTHEPARTYDISCIPLINEANDTHELAWSANDREGULATIONSFORIMPLEMENTATIONINPLACETHROUGHOUTTHEDISCIPLINEINTHEDAILYSUPERVISIONANDMANAGEMENT,STRENGTHENSUPERVISIONANDINSPECTION,FROMTHETHOROUGHINVESTIGATIONOFVIOLATIONSOFDISCIPLINEBEHAVIORSTRENGTHENTOKEYAREAS,KEYDEPARTMENTSANDKEYPROJECTSASWELLASTHEMASSESREFLECTTHECONCENTRATIONOFTHEUNITSANDDEPARTMENTSFORSUPERVISIONSTRENGTHENINGSUPERVISION,DISCIPLINEINSPECTIONANDSUPERVISIONOFCADRESTOSETANEXAMPLEFORCOMPLIANCEWITHTHEANDISAMANMUSTBEHEXYL,BLACKSMITHNEEDSITSOWNHARDWAREDISCIPLINEINSPECTIONORGANSASTHEEXECUTOROFTHEPARTYDISCIPLINE,ANDSUPERVISOROFTHEDEFENDERS,FORITSSUPERVISIONMUSTBEMORESTRICTLY,DISCIPLINEINSPECTIONANDSUPERVISIONOFCADRESTOFIRMLYESTABLISHTHEAWARENESSOFPARTYCONSTITUTION,SENSEOFDISCIPLINE9ANDRULESCONSCIOUSNESS,POLITICSLOYALTY,SENSEOBEYACTIONSPEAKJIORDINANCETOSETANEXAMPLEOFTHEREGULATIONSOFTHERULEOFLAW,STRENGTHENSUPERVISIONANDACCEPTTHESUPERVISIONOFTHEFIRMNESSANDCONSCIOUSNESS,DOCOMPLYWITHANDTOFIRMLYESTABLISHTHEDISCIPLINEMUSTFIRSTBEDISCIPLINED,THESUPERVISORWILLBESUBJECTTOTHESUPERVISIONOF“CONCEPT,ANDCONSCIOUSLYSAFEGUARDANDIMPLEMENTPARTYCOMPASSESPARTY,TAKETHELEADINPRACTICING“THREESTRICTREALSTRICT,SOLOYAL,CLEAN,PLAYTOBEGOODATLEARNING,THECONSTITUTIONANDTHEASMORALITY,POLITICSANDBROUGHTTOFRUITIONTOIMPLEMENT,DONOTWANTTO,DARENOT,NOTWITHDISCIPLINARYRULERTOSUPERVISIONTODISCIPLINEARULER,OFTENTHECONTROLINSPECTION,ANDCONSCIOUSLYINTHEIDEOLOGICALREDLINETODRAWTHEROWMINGGOODACCUMULATIONISINDEEDTHEBOTTOMLINE,SOTHATTHEHEARTHASFEAR,SAIDTOHAVEQUIT,THELINEHASENDEDATTACHEDINDIFFERENTTOHEART,CALMLYTOTHETABLEINOURLIFE,THEREAREMANYUNPREDICTABLETHINGSWILLHAPPEN,SOMEGOOD,SOMEBADTHINGS,WECANNOTCONTROLISPOWERLESSTOSTOP,BUTWITHTIME,YOUWILLFINDINLIFESOMETIMESTURNSOUTTOBENOTGOOD,SOMEBADTHINGSFINALLYTURNEDOUTTOBEAGOODTHING,10BUTTHENWEMUDDYHOWEVERDIDNOTKNOW,THISISTHELIFETEACHUSTHINGS1,LIFECANBECOMPLEX,CANALSOBESIMPLEWANTSIMPLELIFEOFPRECIPITATION,TOHAVEENOUGHTIMETOREFLECT,TOMAKEBECOMEMOREPERFECTLIFEISTHEMOSTIMPORTANTTHINGISNOTTOWIN,BUTTHESTRUGGLENOTTOHAVECONQUERED,BUTTOHAVEFOUGHTWELL2,THEPLAINISTHEBACKGROUNDOFLIFELIVEAPLAINLIFE,GIVEUPONTHEMSELVESISNOTACOWARD,BUTTHEWISEANSWERSNOTDISILLUSIONEDAFTERTHEHEART,SUCHASASHES,BUTEXPERIENCETHESTORMAFTERTHEENLIGHTENMENTNOTUNREWARDINGPERFUNCTORILY,BUTCALMATTITUDEOFLIFEOFUNRESTRAINEDSELFCONFIDENCEPLAINLIVING,THEREISNONOISENOISY,NOEARTHLYTROUBLES,MOREDIDNOTFILLINTHEDISCONTENTOFDESIRE,SOMEJUSTACALM,ACALM3,MEMORYOFHEARTWILLNOTGOODTHINGSTOERASETHE,LIFEISAWHENNOMOVIE,PAINISABEGINNING,THESTRUGGLEISAKINDOFPROCESS,DEATHISAKINDOFENDINGGIVEUPTHISGIVINGUPISTHEHELPLESS,DONOTGIVEUPTHEABANDONED,DONOTGIVEUPTHISGIVINGUPISIGNORANCE,DONOTGIVEUPSHOULDNOTGIVEUPISPERSISTENT4,ATHINGFIGUREDISHEAVEN,THINKIMPASSABILITYISHELLSINCETHELIVING,TOLIVEBETTERSOMETIMESWEBECAUSEOFTOONARROWMINDED,TOOCAREAROUND11THECHORESANDPENNYWISEANDPOUNDFOOLISH,NOTWORTHTHECANDLESOMETHINGSTOATTRACTTROUBLEANDWORRY,COMPLETELYDEPENDSONHOWWELOOKATANDDEALWITHITDONTALWAYSTAKEEVERYTHINGBACKTOTHINGS,ANDDONTGETINTOABLINDALLEY,DONTWANTTOFACE,DONTBENARROWMINDEDPOKETOCARE,ISAKINDOFOPENMINDED,AFREEANDEASY5,IAMNOTAFRAIDOFOTHERSBEHINDMEAKNIFE,IAFRAIDTOLOOKBACKANDSEESTABME,ISMYINTENTIONTOTREATPEOPLEIAMNOTAFRAIDOFTHETRUTHTOTELLTHEBESTFRIEND,IMAFRAIDHETURNEDTOITASAJOKETOTELLDONT6,WHENWEAREINAPOSITIVEFRAMEOFMIND,YOUWILLFINDMANYGOODTHINGSANDWHENWEAREINANEGATIVESTATEOFMIND,YOUWILLFINDMANYDEPRESSEDTHINGSLIFEHAPPYANDWORRY,ALLISYOUOFLIFEATTITUDE,OPTIMISTIC,GOODLUCKLOSSOFSINK,ERITREACOMPANYWHENYOUAREINADVERSITY,MAYWISHTOCHANGEAPOINTOFVIEWTOTHINKEVERYTHINGOVERTOTHEGOODTHINK,BECAUSEGOODMENTALITYDECIDEDTHEFATEOFTHE7,PEOPLEARETIRED,RESTHEARTTIRED,CALMGROWUP,MATURE,THISSOCIETYREADTIREDANDSAD,SQUATDOWN,TOTHEIRAHUGBECAUSETHEWORLDNOONECANSYMPATHIZEWITHYOU,HAVEMERCYONYOUYOUCRY,TEARSISYOUROWNYOUPAIN,NOONECANUNDERSTANDTHENYOUONLYTEARSTO12SMILE8,EACHPEOPLEHAVEYOUTH,EACHYOUTHAREASTORY,THELIFEOFTHEWORLDNEVERGETSEASIER,IWANTWHAT,WISHTHEWORLDALLKNOW,ASHASBEENTHESAMENOWWANTANYTHING,FORFEARTHATOTHERSKNOW,ORLIKETOLOSETHESAME9,THEHEARTMOVE,EVERYTHINGINTHEWORLDISFOLLOWEDBYBIRTH,RANGRANG,IMPORTANTTHINGISOFTENTHEMOSTDIFFICULTTOOPENONESMOUTH,BECAUSEWORDSWILLREDUCEITSIMPORTANCETOLETSTRANGERSPEOPLECAREABOUTYOURLIFEINTHEGOODTHINGS,THEORIGINALISNOTEASY10,DONOTBLAME,DONOTLAUGHATWHO,ALSODONTENVYWHOLIKEAPERSONISAKINDOFFEELING,NOTLIKEAPERSONISTRUETHETRUTHISEASYTOEXPLAIN,IFEELISUNSPEAKABLETHEBESTTRAVELLIFEISTHATYOUINASTRANGEPLACEFOUNDALONGLOSTTOUCHED11,HAPPYLIFENOTINTHEBUSTLINGIN,ANDINTHEPEACEOFMINDNOMATTERHOWMANYGRIEVANCES,HOWUNCOMFORTABLE,ANDULTIMATELYTOHEALTHEMSELVESORTHEIROWN,OTHERSMAYGOTYOUTOCOMFORT,BUTNEVERKNOWYOURHEARTISHOWWANJIANCHUANXIN12,MAAM,LIKEAMOVIE,LEARNTOAPPRECIATE,LEARNTOBEGRATEFUL,LEARNTOLERANCE,ANDGOODNESS,HELPINGOTHERSINSTEADOFACCUSINGTHESOCIETY,ASINTOONEANDANEXCEPTIONISBETTERTOGIVETHANTOWHAT13,DONTENVYHIMASUMOF,13DONTLOSEYOURLIFEANDTHELIFE,RESPECTIVELYISTHEFORMERISAWEEXPERIENCEDCANNOTESCAPEINADAYFINALLYWILLLASTMINUTE,WHILETHELATTERISOURPERSISTENT,WEWANTTOCHERISHTHEMEMORYOFTHOSEPEOPLEANDTHINGS14,LEARNTOSMILE,LEARNTOSTRONG,THEWORLDYOUKNOWSOMANYPEOPLE,SOMANYPEOPLEANDYOUARE,YOUCANNOTCHANGEALSOCANTLETEVERYONELIKEYOU,SOALSODONOTWANTTODOLIFEISTOOSHORTTOGOCRAZYTOLOVETOGOTOWASTE,TOCHASETHEDREAMTOREGRET15,WHENTEMPER,ABLESSINGTOGOAWOUNDINGELEGANTPEOPLE,THEKEYISTOCONTROLTHEIROWNEMOTIONSWITHTHEMOUTHISTHEMOSTSTUPIDBEHAVIORACONTROLNEGATIVEEMOTIONSTHANACANTAKEACITYMOREPOWERFULWATERFLOWSLOW,LANGUAGEISEXPENSIVEPEOPLESPENTTWOYEARSOFTIMETOLEARNTOSPEAK,BUTTOSPENDAFEWYEARSTIMETOSHUTUPTHATISAKINDOFABILITY,THATISAKINDOFWISDOM16,LIFEISNOTPERFECT,SOMETIMES,GROWTHISNOTACRY,NOTANEYEFULOFTEARS,THEREISNOTRACEOFEMOTION,THEREISNOGLEAMOFHOPE,NODESIRE,NOACTION,NOSTATIC,THEREISONLYONEKINDOFDOWNWARDSINKINGFEELING,SINKAMURKY6767SINK6767TOWARDTHEBOTTOMOFTHESINK17,INSOMEWAY,DONOTGO,YOUWILLNOTKNOWTHEOTHERSIDESCENERYISBEAUTIFULTO14YOUISNOTGOOD,YOUDONOTMINDTOOMUCH,NOONEHASANOBLIGATIONTOYOUYOULEARNKNOWLEDGE,ISYOUHAVEWEAPONS,YOUCANSTARTFROMSCRATCH,BUTNOTUNARMEDHOWDOYOUTREATPEOPLE,DOESNOTREPRESENTHOWOTHERSTREATYOU,IFCANNOTSEETHROUGHTHISPOINT,ONLYINVITINGWORRY18,TIMEISLIKEASPONGEINTHEWATER,ASLONGASYOUAREWILLINGTOSQUEEZE,THETOTALWATERISSTILLTHEREEVERYLIFE,AFTERTHEUPSANDDOWNSTHEBESTTESTOFLIVE,TOLIFE,SURVIVALANDCONTINUATION,DONOTSTOPTHESTRUGGLEINTHEJOYSANDSORROWSOFLIFEONTHEROAD,SOTHATDIFFERENTSOULTOBEARLIFEBEAT,ACCEPTANCEOFSUFFERING19,INDIFFERENTTOHEART,CALMLYINTABLE,ELEGANTANDCOMFORTABLELIFE,DONOTTAKEWHATISSOIMPORTANTTHEPURSUITWILLBEDISAPPOINTEDTOBEALIVE,YOUWILLHAVETROUBLELIFEISTHEMOSTAFRAIDOFWHATALLWANTTOCAREABOUT,BUTALSOWHATALLGRASPISNOTFIRM,WITHOUTSCENERY,SEPARATEDPOPULATIONS,SUCHASNOTTODESIRE,ALLDOCKEDINTHEFATEOFTHEENDWHYISTOORIGID,THENATURAL,TOGOSTAYNOTTOLIVE,LETGOOFOBSESSION,REVELIS20,IFTHEFATEOFTHEBROKENHOPESOFSAILING,PLEASEDONTDESPAIR,THECOASTISSTILL,IFTHEFATEOFTHEWITHEREDPETALSOFTHEBEAUTIFUL,PLEASEDONOTSINK,THESPRINGISSTILL,15LIFEWILLALWAYSBEENDLESSTROUBLE,PLEASEDONTHELPLESS,BECAUSETHEYARESTILLALIVE,ISSTILLADREAM,THESUNSTILL,WESTILLLOST,KEEPMEMORIESTOGET,MUSTWORKTOBUTTHEMOSTIMPORTANTISGOODTOCHERISHTHEIROWN21,LIFE,SELECTTHECOMPLEX,ISTOCHOOSETHEPAINCHOOSEASIMPLE,ISCHOOSETOBEHAPPYTHECOMPLEXWORLDLIKEASIGNIFICANCEOFPRIDEHOPEISTHEORNATEPALACE,OUTSIDEPEOPLEADMIRINGTHEMAGNIFICENT,LIVINGINTHEDEEPKNOWLEDGEOFLIVINGITTOPAYTHEPRICESIMPLEWORLDASASIMPLELOGCABINOUTSIDERIDICULEDSHABBY,THEHEARTISWILLINGTOGOLIVETOKNOWTHEJOYSUFFERINGANDJOYISTHEIROWNCHOICE22,LEARNHOWTOUSEASINGLEPOWERFULHEART,LETTHEPASTBETHEPAST,LETTHEFUTURECOMELIFEISREALLYTHEENDOFTHEENDOFANEAGLEISFLYINGWINGS,LIFEISCONSTANTLYPURSUITDONTMISSTOREGRET,DONTWAITFOROLDJUSTMISSTIMETORETURN,SEIZEEVERYMOMENT,AGAINPAINSTAKINGLYAGAINTIREDALSOTHOSESTRUGGLINGTOFLY23,LIFECOULDNOTYIMAPINGCHUAN,EVENFLATPAVEMENT,INEVITABLYTHEREWILLBEAFEWPIECESOFROADBLOCKSSOMEOFTHEROCKSAROUNDTHEPAST,WHILEOTHERSHAVETOMOVEITOUTJUSTMOVEOTHERSPUTTHESTONEISVERYEASY,BECAUSETHESTONEFROMTHEAPPEARANCEWECANDISCERNDIFFICULTTO16MYSELFTOMOVEAWAYTHEHEARTOFSTONEHEADLEAVETIMETOSPENDWITHHER,OFTENREFLECTMYHEART,SOASTOREMOVEYOURHEARTOFSTONE24,EVERYTHINGDOESNOTHAVETOBEDEMANDING,COMETO,EVERYTHINGDOESNOTHAVETOCAREABOUT,OVERTHEPASTFAILINGTODONOTFROWN,LAUGHITLAUGHRESULTSDONTDEMAND,DOTOLIFEISASIMPLE,CALMANDPEACEFULALWAYSNOTTOCHOOSETHEIROWNPATHANDREGRET,LIFEISLIKEATRAIN,THESCENERYANDTHENTHEUNITEDSTATESWILLRETREAT,THEPASSAGEOFTIMEANDENCOUNTERWILLEVENTUALLYDRIFTINGFURTHERANDFURTHERAWAY,BEFOREISALWAYSHIMSELF25,EVERYONEHASAWEAKNESS,WEAKNESSISTRUEHUMANITYTHATHASNOWEAKNESS,ASHALLOWPERSONTHATPEOPLETHINKTHEREISNOWEAKNESS,MOSTLYFALSELIFEHASSHORTCOMINGS,THEREARESHORTCOMINGSISTHEREALLIFETHATNOONEREGRET,ORCHILDISHORNUMBNESSORSELFDECEPTIONITISINTOLERANCEOFWEAKNESSANDSOONTOACCEPT,PEOPLELIVEHAPPILYHELLO,EVERYONEIAMAPARTYMEMBERTHETITLEOFMYSPEECHISAND,22ALONGTHEROADSIGNSANDMARKINGS,TRAFFICSAFETYFACILITIES,ONBOTHSIDESOFTHEGREEN,ADVERTISINGSIGNS,CONTROLAREAILLEGALCONSTRUCTIONANDIMPLEMENTATIONOFREMEDIATIONTASKSTOTHERELEVANTDEPARTMENTS,CLEARWORKTIMEOFTHENODETOENSURERECTIFICATIONWORKTIMELYSETUPROADAREASPECIALRECTIFICATIONWORKLEADINGGROUP,IMPLEMENTABUREAU,THEBUREAUOFTHECOUNTYDISTRICT,THEPROJECTROADSITEDOMAINENVIRONMENTCOMPREHENSIVEIMPROVEMENTMECHANISMTOENSURETHATTHEWORKCARRIEDOUTSMOOTHLY,THEBUREAUALSOORGANIZEDTHECITYROADMANAGERSPARTICIPATEDINTHEREGULATIONOFROADREGIONANDTHERELEVANTLAWSANDREGULATIONSOFTHESPECIALTRAINING2ACTIVEBUTTJOINTISREPORTED,ACTIVELYSTRIVEFORTHESUPPORTOFLOCALPARTYCOMMITTEEANDGOVERNMENTSUPPORTISTHEJOBASAMAGICWEAPON,IAMONEOFTHEBUREAUOFTHEPRINCIPALLEADERSREPEATEDLYATTACKINSPECTION“REMEDIATIONANDROADAREATOTHEPRINCIPALLEADERSOFTHEMUNICIPALREPORT,THESECRETARYOFMUNICIPALPARTYCOMMITTEE,MAYOR,VICEMAYOROFMANYTIMESTHERATEOFTHERELEVANTDEPARTMENTSDIRECTLYUNDERTHERESPONSIBLEPERSONINDEPTHNATIONALHIGHWAYG105LINE,G205LINE,PROVINCIAL23S341LINEANDTHEOTHERHIGHWAYPROJECTSITE,ONSITEOFFICE,COORDINATIONSOLVEENGINEERINGCONSTRUCTIONANDENVIRONMENTALCOMPREHENSIVERENOVATIONINTHEPRESENCEOFDIFFICULTIESANDPROBLEMSLASTYEAR,NATIONALHIGHWAYALONGTHECOUNTYDISTRICTGOVERNMENTLEDORGANIZATIONSDEPLOYTRAFFIC,URBANMANAGEMENT,PUBLICSECURITY,LAND,ENVIRONMENTALPROTECTION,INDUSTRYANDCOMMERCE,HIGHWAYSANDOTHERRELATEDDEPARTMENTS,TOCARRYOUTTODISMANTLEILLEGALCONSTRUCTIONANDGROUNDSTRUCTURES,CLEANINGUPILLEGALSTANDARDRECORDSLABEL“ASTHEMAINCONTENTOFTHEROADDOMAININTEGRATEDENVIRONMENTALREMEDIATIONACTIVITIESANDACHIEVEDGOODRESULTS3PAYATTENTIONTOCOMPREHENSIVEMANAGEMENT,IMPROVETHEEFFECTIVENESSOFREMEDIATIONROADCONSTRUCTIONCONTROLMANAGEMENTHASBEENSTRENGTHENEDACCORDINGTOTHERELEVANTPROVISIONSOFTHELAWSANDREGULATIONSOFTHEANDANDSOON,COUNTY,COUNTYPEOPLESGOVERNMENTONHIGHWAYCONSTRUCTIONCONTROLAREAWEREDELINEATEDANDISSUEAPUBLICNOTICE,COUNTYPEOPLESGOVERNMENTALSOAPPROVEDBYTHEEXECUTIVEMEETINGOFTHEGOVERNMENTTHROUGHDISCUSSION,IMPLEMENTATIONOFROADBOUNDARYMARKERSOF7324MILLIONYUANOFSPECIALFUNDSINPUT,STAKESETTINGACCORDINGTOSTATISTICS,LASTYEARTHECITYHASERECTEDBUILDINGCONTROLZONEPEG820,CONSTRUCTIONCONTROLAREABOUNDARYMARKERS815THESECONDISHIGHWAYGREENINGANDBEAUTIFICATIONWORKENHANCETHEROADAREAREMEDIATIONEFFECTIVENESSWILLHIGHWAYGREENINGANDBEAUTIFICATIONWORKASROADAREAREMEDIATIONOFAKEY,INVITEGARDENEXPERTSTOGUIDETHEDESIGNOFGREEN,THEIMPLEMENTATIONOFHIGHSTANDARDSFORECOLOGICALLANDSCAPEHIGHWAYACTIVITIESTOCREATE,FIVEYEARS,IBOARDGREENINGMILEAGEOFMORETHAN900KILOMETERS,APPROPRIATEROADGREENINGGREENINGRATEOF100,EFFECTIVELYENHANCETHECITYROADGREENINGLEVELANDGRADE,ADDSASHARPSCENERYLINEFORTHIRD,RECTIFICATIONOFILLEGALCONSTRUCTIONANDOCCUPATIONOFTHEROADHASBEENCHECKEDBYTHROUGHTHETOWN,CROSSINGTHEROADONMANYOCCASIONSTOCARRYOUTCONCENTRATEDRECTIFICATIONACTIONS,TOCLEARTHEREMNANTSOFTHEWALL,BROKENARCHIVESOFHIGHWAYSINSTRICTACCORDANCEWITHTHEWALLOFBUILDINGSTRUCTURESANDTHEILLEGALDEPOSITS,REMEDIATIONALONGTHEJEEVES,JEEVESPLACEDADVERTISEMENTSANDVEHICLEMAINTENANCE,CARWASHINGANDOTHERACTS,STANDARDIZEANDPURIFICATIONONBOTHSIDESOFTHEHIGHWAY25BILLBOARDSANDOTHERNONROADSIGNS,ICITYOFNATIONALANDPROVINCIALHIGHWAYBASICELIMINATIONOFTHE“DIRTY,CHAOTIC,POOR,BLOCKINGPHENOMENON,HIGHWAYTRAFFICENVIRONMENTPURIFICATION,LANDSCAPING2TOSTRENGTHENTHEMANAGEMENTONTHEBASICDATAMANAGEMENTTHELEVELOFTHEARCHIVESMANAGEMENTREGULATIONS,FORMULATETHE,THEESTABLISHMENTOFTHEROAD,THEIMPLEMENTATIONOFTHEFILEMANAGER,FILECOLLECTION,FILING,SORTING,FILING,CONFIDENTIALITY,CUSTODY,BORROW,IDENTIFICATIONPINDESTROYTHESTANDARDIZATION2,STANDARDIZEDMANAGEMENT,ENHANCESERVICEIMAGEAEVALUATIONSYSTEMTOFURTHERIMPROVEINORDERTOSTRENGTHENANDSTANDARDIZEGUIDANCEANDASSESSMENTOFEACHCOUNTYAREABUREAUOFHIGHWAYSMANAGEMENTWORK,THEBUREAUDEVELOPEDAACCORDINGTOTHEPROVISIONSOFTHEROADAPPROVALPROCEDURESANDPROCESSESTOCARRYOUTROADLICENSE,DOACCORDINGTOTHELAW,THELICENSEINACCORDANCEWITHTHELAW,SHALLBESUBJECTTOEXAMINATIONANDAPPROVALOFTHEIMPLEMENTTHECOLLECTIVEEXAMINATIONANDAPPROVAL,TOSTRENGTHENSUPERVISIONHIGHWAYSANDAPPROVALOFBUSINESSIMPLEMENTATIONOFTECHNICALREVIEWOFADMINISTRATIVE28APPROVALANDSEPARATION,THEAUDITFOCUSEDONTHEMORECOMPLEXINVOLVEDINTHEROADLICENSINGMATTERS,COLLECTIVEDECISIONMAKING,TOIMPROVETHESCIENTIFICNATUREOFTHEROADADMINISTRATIVEEXAMINATIONANDAPPROVAL,REDUCEAPPROVALCORRUPTIONRISKSSECONDISTOPROMOTETHEINADMINISTRATIVEPERMISSIONOFINFORMATIONTECHNOLOGYTOIMPROVESERVICEQUALITYACCORDINGTOTHEANDMINISTRIESANDPROVINCIALANDMUNICIPALGOVERNMENT,IREALIZEDTHEBUTTOFGUANGDONGPROVINCEHIGHWAYINFORMATIONNETWORKANDPROVINCIALNETWORKBUSINESSHALLBRANCHOFFICEHIGHWAYSLICENSINGEXAMINATIONANDAPPROVALWORKSIMPLIFYTHELICENSINGPROCESS,ANDSTRENGTHENTHEOFFICESYSTEM,OPTIMIZETHEQUALITYOFSERVICE4IMAGEOFTHETEAMTOFURTHERENHANCEAISGRASPWINDOWSIMAGE2015YEARS,MYBUREAUHIGHWAYSLICENSINGINTHECITYADMINISTRATIVESERVICECENTERSETTINGSWINDOWSERVICEACCORDINGTOTHEAND,IBUREAUFOR29DAMAGEDHIGHWAYCAPACITYCOMPENSATIONSTANDARD,OCCUPIEDBYHIGHWAYREPAIRLOSTCOMPENSATIONEXPENSESSTANDARDS,INACCORDANCEWITHTHELAWOFADMINISTRATIVELICENSINGITEMS,THECOMMUNICATIONSADMINISTRATIVEL